Located at 10 Love Lane, Ovelle Coffee LLC has quickly become part of a vibrant local economy in Hartford, CT. Ovelle specializes in supplying Jamaica Blue Mountain Coffee, a product known for its unique flavor and origin. The company holds an import license from the Jamaican Agricultural and Commodities Regulatory Authority (JACRA) and works directly with farmers to source green coffee beans. These beans are roasted and offered for sale in individual bags as well as through wholesale partnerships.
Business Started
2022
Increase in sales in 2024
468%
The idea for Ovelle Coffee originated during a visit to Jamaica for their destination wedding. While hiking in the Blue Mountains, the founders Sasha and Ian Fay were able to sample the coffee at a mountain top cafe. After experiencing the unique qualities of Jamaica Blue Mountain Coffee, they decided to bring this coffee to their community in Connecticut.
Support from CTSBDC
In February 2022, Ovelle Coffee began working with CTSBDC business advisor Denise Whitford. As a startup, the business sought guidance on marketing strategies, exploring government contracting opportunities, accessing capital for expansion, and obtaining certifications for organic and all-natural products.
CTSBDC Business Advisor Denise Whitford has provided valuable guidance to Sasha and Ian since then as they transformed their passion for coffee into a successful business. Sasha and Ian are carefully managing their growth to ensure it is sustainable. Ms. Whitford remarks that they are “A dynamic and energetic team to work with!” With her support, they secured a line of credit from Liberty Bank and implemented a combination of innovative strategies, including market expansion, tapping into a previously underserved customer base. This enabled them to expand their retail presence, hire a new employee, and achieve a remarkable 468% increase in sales in 2024 from the prior year. In addition to the line of credit, Sasha and Ian also received two grants—one from the Urban League of Greater Hartford and another from the Black Business Alliance—which further supported their continued growth and stability.
“Through their Direct Trade with the Jamaican Coffee Growers Association, they ensure fair wages for farmers and high-quality coffee for the community,” says Denise.
Also, the business was able to establish connections with wholesale and retail outlets, which contributed to increased sales. Denise also has provided industry and market research that enabled the business to strategically target new customers and markets. “We’ve also been able to connect with legal support, numerous grants, loans, and workforce support,” the client reflects.
Driving Growth and Innovation
“Since working with Denise, our business has changed its approach to sales and marketing, adopting strategies that better align with our goals and customer needs.”, add the founders. These changes have not only improved day-to-day operations but also set the business on a clear path to growth. As a result, the business is now on track to expand its team, with plans to add another employee soon.
“Collaborate openly with your business advisor and be clear about what assistance you need for your business. We had a wonderful experience with our advisor because of this approach. Having multiple meetings, both in person and online, helped us build a strong working relationship and allowed us to get the most out of their guidance,” conclude Sasha and Ian Fay.
With these new strategies in place and continued support from CTSBDC, the future looks bright for this growing business.
Great job!
