22/10/2026
Opening date August 14th 2009 - exactly the day we planned
Just turned 40 years old, never been a barista, but worked in hospitality since I was 17.
I was the manager, we had two baristas, 1 chef & 1 part timer on service.
Open Monday to Friday 7:30 to 6, Saturday from 9:00 to 6.
In October 2009, I went home to my wife who was 6 months pregnant with our first child to our one bedroom flat in Hackney, lay down on the bed next to her & started crying.
‘I can’t do this, it’s too hard…’
She said ‘you have to’
Back up at 5 am the next day ready for another 12 hour shift.
December 25th & 3 months rent is due.
I can’t afford it.
My landlord’s agent said ‘write me 3 cheques, I’ll bank them each month instead’.
January 2010 & Layla was born, on exactly the day she was planned. Australia Day.
I had £1500 left in the bank account.
In February 2010, we were awarded best Independent Coffee Shop in Europe.
From then on, that’s always been our goal, ‘to always be regarded as one of the best coffee shops in the UK by the industry, the media & the public.’
From February onwards, more people started coming, almost none of them knew what a flat white was. The bank balance became more stable. Our second year we grew 70% from the first.
17 years later we are still here. Much has changed, but much is still the same.
Joe with two locations, no plans to expand exponentially, no outside investment. Still proudly independent & still not a barista.
Thank you massively to everyone who has stepped over the threshold since then. The industry, the media & the public & amazingly, the employees who join this vision. It’s so much appreciated.
Thank you of course to my wife who said ‘you have to…’
Wishing all of you the very best, thank you again & if you ever want to talk about your dreams or your journey, come see me. It’s nice to talk.
Respect
Peter
