Today we’d like to introduce you to Angela James.
Hi Angela, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
Honestly, I never thought I’d own a coffee company. I was studying healthcare at Missouri State and thought that was going to be my path. Then COVID hit and I think, like a lot of people, it made me question everything and really think about what kind of life and work I wanted.
I lived in Springfield during college, and they have coffee shops everywhere. I spent so much time in them because they had such a good vibe and brought all kinds of people together. You could study there, work there, meet friends there, go on dates there, or just hang out. They felt really inclusive and had this ambiance that made you want to stay.
When I moved back to St. Louis, especially after COVID, I felt like we were lacking spaces like that. There weren’t a lot of places that felt cool, welcoming, and designed for people to just exist in and connect. I kept thinking, what could I bring to St. Louis that’s different?
Coffee had always been part of my life. I’m Filipino and coffee is huge in our culture. I also grew up in church, and coffee was always around there too. Some of my favorite memories are honestly just sitting around with people over coffee. I worked with coffee in high school, made coffee in church, and then became a barista at a local coffee shop in college.
I realized I loved what coffee did for people. I loved that it brought people together. I also loved having somewhere to go at night that wasn’t a bar. I could get a little caffeine buzz, sit with friends for hours, do homework, read, or just have conversations without waking up with a hangover the next day.
When I moved back home, I kept working in hospitality and learned a lot about customer experience and the logistics of running a small business. I also traveled around the country doing markets and pop ups for another local St. Louis brand, which taught me so much about operations and creating experiences for people.
At the same time, I became obsessed with researching coffee. I visited local coffee shops, looked at what everyone was offering and what they weren’t. I realized nobody was serving robusta coffee beans and nobody was really highlighting the traditions behind Vietnamese coffee. I also didn’t see many places using premium first harvest matcha or traditionally whisking it and treating it with the same care.
So I started talking to roasters, suppliers, and producers all over. Eventually, I found partners in Vietnam for our coffee and partners in Japan for our matcha. We even rotate our matcha origins depending on harvests because quality is really important to us.
Found became my way of creating the kind of place I wished existed here. It’s obviously about great coffee and matcha, but more than anything, it’s about creating a space where people feel comfortable, inspired, and like they belong.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Definitely not. I think social media makes entrepreneurship look really glamorous, but there have been a lot of hard moments.
In the beginning, it was honestly just me trying to figure everything out. I didn’t come from a business background or go to school for entrepreneurship. I was learning as I went, from sourcing products internationally and understanding costs to figuring out permits, operations, and how to actually run a business.
I also think one of the biggest challenges has been building something that’s different. When you’re introducing people to Vietnamese robusta coffee or premium matcha and explaining why quality and traditional sourcing matter, there’s a lot of education involved. Sometimes people don’t immediately understand the vision, and you have to trust that what you’re building is worth it.
There have also been moments of self doubt. Owning a business means you’re constantly making decisions and taking risks, and there isn’t always a roadmap. There have been long days, slow events, things that didn’t go as planned, and times where I’ve questioned if I was doing enough.
But honestly, every challenge has taught me something. I’ve learned to be adaptable, trust my instincts, and stay focused on why I started Found in the first place. The hard parts have made me appreciate every little win even more because I know how much work goes into creating something from nothing.
Can you tell our readers more about what you do and what you think sets you apart from others?
I’m the owner and founder of Found Coffee, a pop up coffee company in St. Louis specializing in Vietnamese coffee and premium matcha. We focus heavily on intentional sourcing and creating experiences that feel welcoming, creative, and different from your traditional coffee shop.
I think what we’re known for is introducing people to things they may have never tried before. Our Vietnamese robusta coffee surprises a lot of people because it’s bold, naturally higher in caffeine, and has so much depth to it. The same goes for our matcha. We source premium, first harvest matcha and traditionally whisk it because we believe the process matters just as much as the final drink.
More than the drinks themselves, I think we’re known for the atmosphere we create. People come to our pop ups to get coffee, but they end up staying, talking to strangers, hanging out with friends, dancing to the music, and meeting other people in the city. That’s always been the goal.
What I’m most proud of is that Found has become something people genuinely feel connected to. We started with an idea and a vision of creating the kind of space I wished existed in St. Louis, and seeing people show up, support us, and tell us they feel comfortable and seen at our events is really special.
What sets us apart is that we don’t just sell coffee. We’re intentional about every detail, from sourcing directly from Vietnam and Japan to creating menus inspired by our cultures and experiences. We care just as much about how people feel when they interact with us as we do about what’s in the cup. At the end of the day, we’re in the business of bringing people together, and coffee just happens to be the vehicle that allows us to do that.
Before we go, is there anything else you can share with us?
I think one thing I’d love people to know is that we’re still building. A brick and mortar is definitely the end goal for us, and we’re really excited because we’re also in the process of getting a van, which opens up even more opportunities to bring Found to different parts of St. Louis.
Honestly, we’ve grown to love the pop up model. There’s this excitement and anticipation that comes with it because people never know exactly where we’ll be next. It creates a special experience and gives us the opportunity to constantly meet new people and collaborate with other local businesses.
More importantly, not everyone is able to make it to one set location all the time. Being mobile allows us to be more accessible and bring the experience to different neighborhoods and communities throughout St. Louis. At the end of the day, Found has always been about creating spaces where people can gather and connect, and right now, popping up all over the city is one of the best ways for us to do that.
Contact Info:
- Instagram: https://www.instagram.com/foundcoffeestl/
