For Emma, coffee was never just a drink; it was a character in her videos. Fans grew up watching her DIY iced lattes in her parents’ kitchen, often featuring her signature “pro-tip” of mixing almond milk and cold brew with high-energy editing.
The realization of this idea
The idea for the business was born out of a simple realization: she was already an unofficial ambassador for coffee. Rather than just promoting other brands, she wanted to create a product that matched her personal taste—high quality, ethically sourced, but without the “snobbery” often found in specialty coffee shops.