Exploring Life & Business with Mark Wain of Caffe Luxxe

Today we’d like to introduce you to Mark Wain.

Hi Mark, please kick things off for us with an introduction to yourself and your story.
As the second of four children of South American immigrants, I grew up drinking coffee. It wasn’t until I went to college though, that I “discovered” espresso. There were all different types of cafes for a different crowd, and I loved that I could socialize, study, or simply sit and enjoy a cup of coffee at all hours of the day. At the time (early 1990s), cafe culture was not as advanced as it is today, and upon returning to southern California, I missed that cafe culture. I remember seeing a Starbucks open and thought, “darn, they took my idea” (lol, as if it were really my idea) and said “oh well,” and continued on my “Corporate America” career path. At that time, when a Starbucks opening next to or near an independent coffee shop, the independent would close. Fast forward several years, and I’m living in Seattle and I see this thriving independent coffee scene right in Starbuck’s backyard, and that re-lit the flame. Enter my best friend Gary, and we started talking about what we wanted to do “after” our corporate lives. I told him my coffee shop idea, and Gary’s eyes lit up. He socialized at cafes growing up (in Asia) and said he loved cafe culture too! I took him to one of my favorite coffee shops in the Capitol Hill neighborhood of Seattle – a place with a lot of history in specialty coffee, checkerboard floors, and vinyl stools held together with duct tape. We were served by what could be described as “an angry poet” barista with tattoo sleeves, who looked menacing (after getting to know him though, he’s a really nice person) and Gary and I felt intimidated. We turned to each other and said, where does someone like me get coffee in an environment that makes everyone feel welcome. And that was the genesis of Caffe Luxxe.

We all face challenges, but looking back would you describe it as a relatively smooth road?
There have been smooth parts and very rough patches…but the old adage that “if you love your job, you never work a day in your life” never rings truer. We always look at both the good times and the rough times as opportunities. We opened in 2006 on Montana Avenue in Santa Monica – a lovely, neighborhood-centric walkable street. Before opening, I remember hearing people say “oh great, that’s all we need, another coffee shop,” or “it’ll never last.” Two years after opening, we faced the Global Financial Crisis – which was challenging because it devastated the lives of millions of people, but also because lots of places went out of business as a result. Last year, we encountered a “once in a lifetime” global pandemic. Just when you thought you’d seen it all – fate reminds you that you haven’t.

As you know, we’re big fans of Caffe Luxxe. For our readers who might not be as familiar what can you tell them about the brand?
Caffe Luxxe is a specialty coffee roaster and retailer with seven retail locations in Southern California (mostly West LA), as well as Montecito and Long Beach. We are considered a pioneer in specialty coffee in Los Angeles and one of the original companies in what is known as the 3rd Wave of coffee to open in Los Angeles. We’re LA-based and operated and our coffee is served in some of the most renowned restaurants and cafes in LA and across the US. We are known for the unique and classic flavor of our coffee – dark chocolate and caramel notes, a hint of jasmine, and a long, sweet finish, and our cappuccino is a must-try.

We are a people-first organization that always seeks to develop long-term relationships with our team, our suppliers (including our farmers), customers, vendors, and partners. We don’t strive to be the biggest. We strive to be the best.

Last year, in a brainstorming session, our team thought “what would happen if we made kombucha out of coffee?” since it’s usually made from tea. The result was an amazingly complex fermented coffee beverage we just launched. It contains the probiotic benefits of kombucha, with the energizing effects of Caffe Luxxe coffee.

Can you talk to us a bit about happiness and what makes you happy?
The little things in life make me happy. A baby’s smile (and laughter), puppy breath, a beautiful sunset or a summer breeze, and a delicious cup of coffee on cool morning. I believe that the air between us actually connects us as living beings versus separating us. I also enjoy learning and growing and knowing that I’m always doing my best. We have one go-round on this planet, it’s up to us to make the most of it.

Contact Info:

• Email: [email protected]
• Website: https://www.caffeluxxe.com
• Instagram: https://www.instagram.com/caffeluxxe/
• Facebook: https://www.facebook.com/caffeluxxe
• Twitter: https://twitter.com/caffeluxxe