Matcha made in heaven

Amel Brown would make frequent visits to coffee shops while living in the United States. There, the rich aromas quickly won her over. On a particular trip to New York, she decided to switch up her order and try a matcha latte for the first time. The taste was so good that it turned the sceptic in her into a believer. From that moment on, there was a fervent desire to recreate that same feeling of euphoria for others. She achieved just that on her return home to the island, opening her very own café.

“I love cute cafés and the sense of community they create. I wanted to build more than just a place to grab a matcha. I wanted to create a space where people could connect. While it’s a café for matcha lovers, it’s also meant to be a welcoming space for Jamaicans to come together, discover something new, and build community,” the owner and chief barista of Cafe Sevaughn told Food.

Some of the signature flavours include the vanilla matcha latte, topped with a salted caramel cold foam, the toasted marshmallow matcha, and the strawberry matcha. “We also use oat milk in all of our drinks at no extra charge, which is something our customers really appreciate,” she added.

With the brand’s name inspired by her middle name, she shared that her café has already begun making its mark. Just one month after officially launching in Jamaica, Brown said the response has exceeded her expectations “I started in Jamaica officially one month ago, and the reception has been really positive. I think a lot of that comes from being active on social media. Of course, there are always people who say matcha tastes like grass, even though they’ve never actually tried it. But I’m proud to say that I’ve converted quite a few matcha sceptics into fans,” Brown revealed.

So what are some of the health benefits of drinking matcha? According to the newly minted matcha specialist, there are several advantages to consuming the beverage, since it is high in antioxidants, boosts energy, burns fat and promotes heart health.

As for Brown’s café, she says the secret to building a loyal customer base lies in offering quality products and allowing customers to personalise their drinks. “People are drawn to my matcha because of the unique flavours, the ability to customise sweetness levels, and the transparency behind what I serve. If I test a flavour and don’t genuinely think it tastes good, I won’t sell it. Everyone’s taste buds are different, of course, but based on the reviews and repeat customers, it seems like I’m doing something right.”

Mobility is another feature of the business. This entrepreneur initially wanted to open a container café that sold more than just matcha. But after perfecting her recipes, experienced business owners in her family encouraged her to start small, test the market and develop from the wins and the lessons. “With a limited startup budget, focusing on one speciality also helped keep my overhead costs low while allowing me to build the brand strategically. Also, we can focus on creative flavours, affordable pricing, and high-quality ingredients, making the experience both accessible and memorable. And we can travel anywhere across Jamaica,” Brown pointed out.

She has even elevated the matcha experience with customised cup holders. “The holders are actually connected to another business of mine, Island Gyal Shoetique, a sandal company I started while I was in high school,” she admitted. Brown thought it would be amazing to merge both worlds, incorporating fashion into the café to introduce customers to new flavours in style. “It gives customers something unique to remember after they’ve enjoyed their drink,” she highlighted.

Her dream is to expand into a storefront property that will bring people together. “I envision creating a community space where customers can enjoy matcha while also shopping for my sandal brand, allowing both businesses to grow side by side. Entrepreneurship has taught me that persistence is key. Sometimes you have to be a little relentless to create opportunities,” she said, noting, “If you haven’t visited us yet, you can expect authentic, Jamaican-inspired matcha creations with exciting flavours you won’t find everywhere else.”

krysta.anderson@gleanerjm.com