Today we’d like to introduce you to Jami Craft.
Jami, we appreciate you taking the time to share your story with us today. Where does your story begin?
I have been in the coffee industry for approximately seven years and weddings for four years. In 2012, my coffee journey began with travels to various countries, specifically Zimbabwe. The places were not necessarily known for coffee, but the people sitting together during tea time sipping and chatting are what chartered my love for coffee. I desired to continue those experiences and so I pursued a career in coffee. Three Tree Coffee hired me as an intern in 2014 when they were solely a roaster. I was an employee through the start-up of their coffee shop opening in 2015, until my family relocated in 2019.
I started planning and coordinating weddings after our wedding in 2018. I didn’t intend to start a wedding planning and coffee company, but I have never been able to sit still for long, watch tv without doing something with my hands, or simply enjoy a non chaotic life. Once we got settled with our new home, baby, and my husband’s grad school we quickly realized there was a need for coffee and community in our new town. Maybe it was Covid loneliness or maybe the amount of people who mentioned starting a shop to us, but here we are. Pursuing a dream that I didn’t fully realize I had, but makes so much sense.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Starting a small business has been one of the most stressful things I have ever tried to do. It is lonely a lot of times, taxing, and not fully satisfying. When I say that, I also need you to know that I love it. I have more blemishes, bags under my eyes, and am constantly trying to figure out a routine. It’s a struggle of trying to do the creative side that you love, but then all of the legal things, advertising & marketing, having a life, and more. Sometimes I feel so puny. If I didn’t have faith and my husband and family were not so supportive I would have honestly quit a long time ago. We have had ups and downs, but there are exciting things around the corner.
The surprising piece to having a small business is in order to grow you have to sometimes have investors, loans, or a building, but there is a need to prove you can succeed. It makes sense, but it causes a lot more hoops without having 20 years of financials or experience. It’s more like, “Can you trust me? I know it can thrive” That is one of the other challenges for me personally though- I trust people way too much. Instead of starting a relationship with someone gaining my trust, I usually start with you have my trust, don’t lose it. I have learned the hard way that trust isn’t something to be given so willingly. There’s so much to learn in a small business, but enduring the growing pains is one of those lessons.
There are some really great community groups here in Augusta for small businesses and women, For example, Worth women, Augusta Girl Gang, Augusta & Co. and more are a couple. The local people have also been so supportive. So that has definitely helped us to keep going.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
We are [currently] an online coffee shop and event planners. We took two passions and combined them. Since we have a background in coffee and weddings we really have a unique perspective on things. We have the chance to celebrate people whether it is through an exciting event or simply sipping coffee together. We have a mission to curate joy and community with every cup and event. I believe our mission sets us apart. Coffee shops often have a goal for community and there is a reason for that. Life is hard. We all know this.
Anxieties are growing, hardships are present, chaos around us is unceasing. We want to be that encouragement to others. That peace in a world that creates more noise than laughter. That sounds so cheesy, but for weddings and coffee that enables us to serve our clients and customers better. We are here to support them and do what we can to make their big day or cup unforgettable. The coffee company we use – Three Tree Coffee – also has a mission to empower the farmer, end human trafficking, and to engage the community. So not only is the coffee we serve delicious, but it also has an incredible goal behind it.
We are currently known for cold brew growlers and wedding planning. We have a cutie coffee cart that goes to pop ups, weddings, and other events around town. With the cart or drop-off catering we offer house syrups, delicious hot coffee, and cold brew. One day soon we hope to be more than just a cutie cart, but for now, it is perfect.
We strive to have a beautiful and welcoming aesthetic. We love the outdoors and the peace that it brings so to bring that into our brand is important to us- minimal, natural, and dreamy.
I am in shock at how quickly we have grown. I am so thankful and proud of all of the local support we have. We haven’t been around very long, but the way that the people of Augusta support us makes us feel so at home. Truly if there wasn’t so much community encouragement, this dream would have stopped at just a dream and not a reality.
What were you like growing up?
I have always had this entrepreneur drive inside me. I did the whole lemonade stand thing, put together movie baskets for sale, created different fundraisers, walked dogs, made t-shirts, and more- all before I got to high school. I enjoyed serving where I could- whether at church, in the neighborhood, or school.
Traveling was and is my most favorite thing. We were able to travel a lot with our church which really enabled me to see more of the world and have this desire to bring pieces of the world back home.
I was a runner and painted a lot. I wasn’t a bad student, but my notes were always doodles and pictures.
It’s crazy to think back on my childhood and the seemingly random moments of my life that led me to where I am today. It’s actually incredible.
Contact Info:
- Email: hello@emeraldox.co
- Website: www.emeraldox.co
- Instagram: https://www.instagram.com/emeraldoxco/
- Facebook: https://www.facebook.com/emeraldox.co
Image Credits:
Sarah Tau Photography
Birdsong Louis Photography
Megan Hutchins Photography
Guillebeau Photo
Georgia Miller Photography
Alyssa Thompson Photography
