Today we’d like to introduce you to Jeff and Karen Prugh.
Jeff and Karen, please share your story with us. How did you get to where you are today?
With backgrounds in filmmaking (Jeff) and hairstyling (Karen), we believe in the positive powers of coffee and design. From 2014-2015, we lived in New York City, where we truly discovered how a quality cup can kickstart a day, ignite the imagination, and inspire creativity.
A longtime dream, our shop loves and adores all things Los Angeles. Located on the scenic Pacific Coast Highway, we pay homage to the cinema, fashion and vibes of the 1970s. Owning and running a shop is an absolute privilege and seeing it simply as a coffee shop is shortsighted, for a little shop can make a big difference.
In attempt to lower our carbon footprint and protect our oceans, we happily carry compostable cups, lids, utensils, and paper straws. Doing so certifies us as a member of the California Green Business Network.
We proudly serve the highest fidelity in coffee, tea, kombucha & fine goods. And we proudly offer free Wi-Fi, ample parking, and cold AC.
Be good to one another, and please enjoy.
Has it been a smooth road?
The hardest part of any project is starting; meaning, making the decision to go after something and actually pulling the trigger.
For us, we had a eureka moment back in March 2016. Feeling that we had something special to offer our neighborhood and community, the very next day, we began driving around town in search of the best possible location. Looking back, it was crazy how quickly we pulled the trigger, but when you feel motivated and inspired, that’s precisely the time to go for it.
You hear that it always takes longer to open than you could you ever imagine, and that certainly was the case for us. The City of Hermosa Beach required us to go before City Hall on three different occasions, each time re-proving ourselves as a “snack shop.”
We finally opened our doors on August 21, 2017, and were thrilled and beyond appreciative of every single guest who came in. That emotional high glides you through the first few weeks, but soon thereafter, you’re forced to ask yourself, How do we spread the word? Advertising in the traditional sense has never been our thing, so we looked at various social media avenues, of course, but more importantly, via word-of-mouth. Two years later, we’re still striving to make ourselves known.
Our second shop is set to open this October. Where to begin with the challenges of taking over a space that requires an abundance of love? This year has been extremely challenging, but the City of Redondo Beach has been nothing short of wonderful to us, and we’re nearly there.
So let’s switch gears a bit and go into the Hi-Fi Espresso story. Tell us more about the business.
Hi-Fi specializes in incredible coffee (from Counter Culture Coffee), tea (from August Uncommon Tea), kombucha (from Whalebird Kombucha), and pastries (from Farmshop).
We are part coffee shop and part fine goods shop. On our retail shelves, you are likely to find anything from candles, honeys, hot honeys, nut butters, plant pots, ceramics, caramels, tumblers, you name it.
We pride ourselves in offering hard-to-find goods from around the country: from Brooklyn to Portland to Durham to Minneapolis.
Our signature drinks have become an LOL (Lavender Oat Latte), an FTL (French Toast Latte), a Bee’s Knees (Spicy Mocha), and an Espresso Fizz (Espresso and Tonic with Orange Slice).
Unquestionably, we are most proud of the relationships we have created with our guests. Friendships continue to be forged, and our community continues to grow.
Genuine hospitality is everything.
How do you think the industry will change over the next decade?
The simple coffee shop (coffee only) has evolved into a complete cafe (coffee and food). We feel that specialty coffee shops will continue to merge with other types of shops — beer? books? barbers? It’s an exciting space to be in right now. The great entrepreneurs are always looking at what’s next. And it all begins with coffee.
- Address: 227 Pacific Coast Highway, Hermosa Beach, CA 90254
1815 S Catalina Avenue, Redondo Beach, CA 90277 (Opening October 2019)
- Website: hifiespresso.com
- Phone: Redondo Beach: 424.247.8649 / Hermosa Beach: no phone (old school)
- Email: firstname.lastname@example.org
- Instagram: instagram.com/hifiespresso
- Facebook: facebook.com/hifiespresso
- Twitter: twitter.com/hifiespresso
- Yelp: https://www.yelp.com/biz/hi-fi-espresso-hermosa-beach-2
All images courtesy of Hi-Fi Espresso and Air + Day (the photo of the Kouign-amann)