Nirvana Soul Coffee, the first Black- and women-owned cafe in San Jose, California, was created to stand out from the crowd. When sisters and business partners Be’Anka Ashaolu and Jeronica Macey first dreamed up Nirvana Soul in 2018, they pictured a bustling, vibrant coffee shop where talking is encouraged, guests are surrounded by art, and music blasts at full volume.
“It was always a space for belonging,” Be’Anka said. “We wanted people to know: ‘If you feel lonely, and there’s no one you can reach out to, you can come to Nirvana Soul. And you can make a friend or you can feel like you’re vibing with a community of people around you.’”
While Nirvana is also known for its coffee and creative flavors, customers say the ambiance is its greatest attraction. Yelp reviewers mention “vibe” and “ambiance” more than 215 times across the business’s 800+ reviews. This wasn’t an accident: Be’Anka and Jeronica have honed Nirvana Soul’s vibe over the years, even opening a second location with its own distinct feel.
Be’Anka and a Nirvana Soul regular, Yelp Elite Camy T., discuss the unique choices behind Nirvana Soul’s ambiance—and how they come together to create a flourishing community space.
1. Feature art that speaks to your community
Camy: “When you walk through the door, you see plants lining the walls… and there’s BIPOC-driven art from local artists. The art that really brings the flair to the business, and they even have murals on the wall, which I think add a really special element.”
Be’Anka: “When we put a call out [for artwork] before we opened, we specifically wanted to have more people of color and more women represented. We’re in the [arts district of San Jose], where there’s art galleries all around us, but most of the artists who have come through our shops—and we’ve had over 65 different artists now—have never exhibited their work before. We’re creating a space where people can be seen.”
2. Play music that fits your vibe
Be’Anka: “Coffee shops have historically been very quiet, and the music they play is very different from the music that we play, so sometimes, it’s almost like a culture shock… But people do come and they’re like, ‘This is different from any coffee shop I’ve ever been in, but I really like it.’ That’s what we’re hoping to happen with folks who are used to another experience.”
3. Encourage your team’s energy
Be’Anka: “This team is just naturally cool. A lot of people who come and work with us, they came for a reason. They wanted to work for Nirvana Soul—some of them because it’s Black- and woman-owned, some just because the rest of the team is really cool.
“My sister [Jeronica] really set the tone for the culture. She loves talking to people, and her energy is reflected in what people experience at the shop.”
4. Check on customers with ‘table taps’
Be’Anka: “[Our team is always] willing to talk to you and explain things, all the way down to the fact that we ‘table tap’—we go to individual tables and we ask people how they’re doing and we’ll offer water. We just try to put in little joyful moments in the experience that people are having.
“We don’t want to be a transactional shop. We know that other coffee places can be that way, and sometimes you do just want to get in and out, but we’re probably going to have a conversation with you. We’re probably going to walk you through some drinks. We’re definitely going to be open to your questions.”
5. Offer a surprise item
Camy: “One of my favorite things to do if I don’t know what I want [is say], ‘Give me a surprise.’ … The baristas are always really lovely. They have a unique style and are very personal. Even when they are busy, they take the time to exchange a conversation with you. It’s really special to be helped out by a barista who appreciates the person that’s walking through the door and gives you some direction in the menu.”
Bonus tip: Own your ambiance online
If you’re creating an atmosphere that differs from others in your industry, you may not satisfy everyone—and that’s okay. The key is to be transparent and set expectations early, so customers can make informed decisions about trying something new.
Be’Anka: “I’m a big fan of Yelp. I read the reviews, no matter where they come from. And there are some common things that come up in our reviews… [like] that it’s loud. In the beginning, I would respond, ‘I’m so sorry about that.’ And then I was like, ‘No, we are loud, and we’re not gonna change that. This is what our shop is.’
“Our shop is more vibrant than the shop where [you go] to quietly do your work. That’s gonna come up [in reviews] sometimes, but we’ve also been fortunate to be able to lean into our mission, our values, and our objectives, and have that manifest in the shop and through our team [so] that we get really positive reviews.”
These lessons come from an episode of Behind the Review, Yelp & Entrepreneur Media’s weekly podcast. Listen below to hear from Be’Anka and Camy, or visit the episode page to read more, subscribe to the show, and explore other episodes.
Photos from Nirvana Soul on Yelp
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