Today we’d like to introduce you to Justin Monroe.
Justin, we appreciate you taking the time to share your story with us today. Where does your story begin?
Life began for me when I became sober in 2022. Whatever was living in my place before then, had perished and was gone. At the tail-end of ’22 and the beginning of ’23, I felt like I was learning how to walk, learning how to do everything for the first time.
Somewhere in that foundational time, I realized that my life was guided by three pillars of passion: Music, Story-Telling, and Coffee. The Music pillar was satiated by being the lead singer of local 80’s cover band, Kathleen Turner Overdrive. Yet, I needed to find out how to appease the other two pillars.
Along the path of discovering myself, I dove headfirst into the tabletop role-playing game, Dungeons and Dragons. I would sit at my desk for what felt like days on end creating worlds, nations, and myths. But, in between putting pen to paper, I would dance around my kitchen trying new coffee brewing methods and recipes. It didn’t take long to put these two pillars together, and thus, the concept of “Merfolk’s Specialty Coffee” was conceived.
What became of putting the Coffee and Story-Telling pillars together is a story that, to this day, is still being written!
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?
If there’s no conflict or struggle, then you don’t have a story at all!
Merfolk’s and I had plenty of struggles along the way. My top 3 favorite struggles are as follows:
1: I was in the shop until 3am the day we were set to open. I went home and woke back up at 5am to officially open Merfolk’s!
2: And I was there until 3am that night (morning) because our espresso machines arrived exactly one day before our grand opening date. There is a huge vetting process for espresso machine delivery to ensure that a location qualifies to appropriately accommodate these precious machines! There was a long week before we opened that I was stressing and losing sleep over a small wooden board because I thought it had to be the base for our machine to sit on. Long story short, it was entirely unnecessary!
3. A lot of people might not know that it’s incredibly hard for a new business to lease a space in Austin. Merfolk’s was formed as an LLC for over a year before we were able to lock down a lease. Property management companies are much happier to sign on a familiar face than a newcomer. I understand the process, and at the very least, we’re up-and-going now!
Alright, so let’s switch gears a bit and talk business. What should we know?
Merfolk’s Specialty Coffee is so much more than a coffee shop–I hate saying this cliche, but it’s true.
When I went about combining my passions for coffee and story-telling, I knew it couldn’t amount to another coffee spot in Austin. Merfolk’s, physically, had to be a living, breathing character in this story. We had to have themes, conjurations, and alchemy. To me, the practice of coffee brewing is nothing short of chemistry and a bit of magic (magic is namely the patience behind banging your head against the wall as you try to perfect a recipe 10x over), and what are those two things if not old-fashioned Alchemy. That being said, those that practice Alchemy (Alchemists) were central to this story. You can ask any of the Alchemists behind the bar, when I interviewed them, I said that I was looking for natural story-tellers, someone who could craft something out of nothing.
Now, six months down the road, the Alchemists are beyond that. Our featured “Mythical Drinks” menu are all concoctions that the Alchemists come up with completely and independently. The team behind Merfolk’s IS Merfolk’s. I’m simply there to introduce them to methods they aren’t familiar with yet (Siphon Brewing, Chemex, Pour overs, etc).
Merfolk’s and its Alchemy is a story about creativity. I was able to use mine to get to where I am today, and I want as many people as possible to channel that creativity to its fullest potential as well. Our coffee tavern is regularly having crafting events, writing clubs, and Artisan Faires in hopes that people can use our space to hone in that creative nature that I know everyone has. And if you ever have a hard time finding that nature, then I’ll welcome you into Merfolk’s.
Before we let you go, we’ve got to ask if you have any advice for those who are just starting out?
My advice for anyone who’s just starting out–whether it be a small business or getting a fresh grip on life–is to just try things out. The writer who puts down the worst material they have ever written is eons ahead of the writer who never wrote at all. I’m sure everyone’s heard that they should “just try out that improv class” or “just try cooking that recipe you found online” from literally any self-help book. But, there is so much truth behind the message. You simply will not know what to do and what not to do, what works and what does not work until you try. Throw that spaghetti at the wall and see what sticks!
Contact Info:
- Website: https://merfolksatx.com
- Instagram: https://www.instagram.com/merfolkcoffee
Image Credits
Rebecca Woods and Rex Tyler Photography
