Today we’d like to introduce you to Jax Tepas.
Hi Jax, please kick things off for us with an introduction to yourself and your story.
Kuli Coffee started with a simple idea: to create more than just a café, but a cultural hub that blends locally roasted coffee with the energy of surf, art, music, and design. From the very beginning, I set out to build something that felt both rooted in our local community and inspired by the bigger city scenes I’ve always been drawn to.
We opened in San Clemente with the goal of serving coffee at the highest level while creating a space that feels special and alive. It’s a roastery, coffee bar, and a gathering spot with its own unique rhythm where the beach meets a little bit of big-city edge. Every detail, from our roasting profiles to our limited-edition artwork, is designed to deliver an experience you can’t find anywhere else.
What drives me is the idea of giving people something they didn’t even know they were looking for: a place where craft, culture, and community collide. Kuli is about elevating everyday coffee into something memorable, while staying true to a lifestyle that’s creative, connected, and a little bit rebellious in spirit.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It definitely hasn’t been a completely smooth road. Like most independent businesses, we’ve faced our share of challenges. From navigating construction delays and rising (and hidden) costs to building systems that allow the shop and roastery to run smoothly day after day. There’s a lot that goes into turning a vision into reality and along the way there have been moments where the process and creation felt heavier than expected.
At the same time, those challenges have been part of the learning curve. Each one pushed us to refine how we operate, focus even more on quality, and build a stronger connection with our community. The obstacles haven’t just tested us they’ve helped shape the culture of Kuli Coffee into something more resilient, creative, and grounded.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
Kuli Coffee isn’t just about coffee, it’s about creating a third space for our customers to feel at home in atmosphere and in the cups. From the start, I wanted to build something that felt alive, where every detail matters and every sip tells a story. We roast our beans with precision, but the real magic is how it all comes together — the surf, the art, the vibe, the design. It’s a place where you can feel the energy the moment you walk in, like stepping into a cool place that’s equal parts big city and island breeze.
What sets us apart? We don’t just pour coffee, we create experiences. Whether it’s a perfectly dialed-in espresso, a unique nitro cold brew on tap, or a chill ube matcha latte on a vintage 1960’s bamboo couch out on the patio. Kuli is about sparking something in people. It’s for the dreamers, the builders, the ones chasing that next level of life, many spending time building their dreams in our shop on their laptops.
What I’m most proud of is that we’ve made something that can’t be copied. Kuli Coffee is ours — it’s San Clemente, it’s surf culture, it’s punk rock spirit, it’s a touch of the islands, and it’s got that big city heartbeat. I want people to know that when they come here, they’re stepping into more than a café. They’re stepping into a vision — one that’s still unfolding to new versions that are builing one cup at a time.
In terms of your work and the industry, what are some of the changes you are expecting to see over the next five to ten years?
Coffee is evolving fast, and the next 5–10 years are going to be about depth and connection, not just convenience. I see the industry moving toward two major shifts: precision and experience. On one hand, roasting technology, sourcing, and sustainability are pushing coffee into an era where every cup can be dialed in with scientific accuracy. On the other hand, the café itself is becoming more than just a place to grab a drink, it’s becoming a cultural stage. People want ritual, community, and a sense of belonging that feels both elevated and personal.
I think we’ll see coffee brands leaning into lifestyle in the same way spirits, fashion, or music do, building culture with their brands as much as products. Cold brew, ready-to-drink, and subscription models will keep growing, but the brands that stand out will be the ones that create something people emotionally connect to.
For Kuli, that means we’re not just chasing trends, we’re shaping them. We want to lead in showing how coffee can live at the intersection of precision, artistry, and brand lifestyle. The future of coffee is about more than taste, it’s about how it makes you feel and the culture it creates around you.
Contact Info:
- Website: https://www.kulicoffee.com
- Instagram: @kuli.coffee
Image Credits
Jax Tepas
