Meet Valerie Urrutia of Surje Coffee Co.

Today we’d like to introduce you to Valerie Urrutia.

Hi Valerie, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
My journey with Surje Coffee Co. started with my fiancee Chris, and our shared love for coffee and connection. Food and drink have always been our love language—there’s something about breaking bread that brings people together in the most powerful way, especially when exploring new flavors and spaces. From the beginning, coffee played a central role in our relationship; every date revolved around it. And in a full-circle moment, we actually met on a dating app called Coffee Meets Bagel—like the universe was setting us up for this path all along.

One late night in Chris’s apartment, we decided to stop dreaming and start doing. We thought, “Let’s just try it.” That decision set everything into motion, and now, here we are.

Building Surje Coffee Co. has been both an exciting and challenging journey. Neither of us had prior experience in the coffee industry or running a business, so we had to teach ourselves everything—from perfecting our craft to learning the ins and outs of entrepreneurship. YouTube videos, coffee podcasts, and books became our mentors. Financially, we built Surje Coffee Co. through personal investments, hard work, and the support of our families. Our coffee shop—every detail of it—was put together with our own hands, alongside my mom, dad, and brother. My sisters contribute to our branding and ceramic cup designs, and Chris’s family spreads the word in Los Angeles. His mom Salpy, in particular, is an incredible salesperson — her friends are always buying our coffee!

One of the biggest milestones in our journey was launching the Surje Coffee cart. Originally, we had planned to open a brick-and-mortar location from the start, but the pandemic forced us to pivot. Looking back, it was one of the best things that could have happened. The mobile cart allowed us to introduce Surje Coffee Co. to people across Southern California, build brand recognition, and connect with our community in ways we never expected. Another major milestone was opening Surje Coffee at The Gallery in Downtown El Cajon—a space where we could fully bring our vision to life. Winning San Diego Magazine’s 2024 Reader’s Choice Award for Best Coffee Shop was an honor that affirmed all the love and effort we pour into what we do.

In late 2023, I left my corporate job to focus on Surje Coffee Co. full-time, while Chris continues his career in Environmental Health & Safety and supports the business in the evenings and on weekends. It was a leap of faith, but we knew that if we wanted Surje to grow, we had to give it our all. This shift allowed us to expand our offerings, host more events—including our signature experience, Surje Coffee After Dark—and truly immerse ourselves in serving our community. Of course, the transition hasn’t been without its challenges. One of the hardest parts of entrepreneurship is financial uncertainty; there’s no steady paycheck, and every dollar we make goes right back into the business. But despite the obstacles, we wouldn’t trade this journey for anything.

At its core, Surje Coffee Co. is about community, culture, and legacy. We believe in the power of gathering, of sitting down over a cup of coffee and sharing stories. We want to create a space where people feel seen, welcome, and inspired—where they can pour into themselves and into each other. Our drinks celebrate the flavors of our Mexican and Armenian heritage, as well as the global influences we’ve encountered through travel. Beyond that, Surje Coffee Co. is something we hope to build for future generations—our nieces, nephews, and the community that supports us.

Looking ahead, we’re excited about the future. We’re searching for the perfect space near the coast in San Diego to open a warm, community-driven café. We’re also in the pilot phase of our coffee pods (compatible with most Keurig machines, though we’re not affiliated with Keurig) and working on launching bottled oat milk lattes—so people can enjoy Surje Coffee wherever they are. We’re even considering crowdfunding to help bring these dreams to life.

Surje Coffee Co. started as a simple idea between two people who love coffee. Now, it’s become something much bigger—a movement built on connection, culture, and creating experiences that bring people together. And this is just the beginning.

We all face challenges, but looking back would you describe it as a relatively smooth road?
Not at all—it’s been a journey full of challenges, learning curves, and moments of doubt. One of our biggest struggles came early on when we launched Surje Coffee Co. during the pandemic. The supply chain was in chaos, and our equipment—like our espresso machine and roasting machine—was delayed for nearly nine months. We kept checking in with vendors, only to hear, “We don’t know when it’ll arrive.” It was a crazy time, but we made it work.

Beyond logistics, neither of us had experience working in coffee before starting Surje. We were entirely self-taught, learning through YouTube videos, coffee podcasts, and books. That learning curve was steep, but looking back, we’re incredibly proud of how far we’ve come. Now, we’re excited to invest in more education to take Surje Coffee Co. to the next level.

There have definitely been moments of doubt—days when all we could see were the obstacles. Running a business is a constant balancing act, and at times, it has felt like an uphill battle. But what keeps us going is our love for coffee and our love for each other. This business is deeply personal to us. We dreamed of creating a space where people—especially people of color—could feel at home, seen, and celebrated. That vision keeps us moving forward, even when things get tough.

Finances have also been a challenge. We’re a self-funded business, which means every decision carries weight. But we’ve learned to pivot and adapt, whether that meant launching our Surje Coffee cart to stay flexible, opening our first brick-and-mortar location Surje Coffee at The Gallery, or expanding our offerings to include branded products like coffee pods, candles, tumblers, and clothing. We’ve built this business with our own hands—literally—with the help of family, and that makes every milestone even more meaningful.

Personally, Surje Coffee Co. has pushed me to grow in ways I never expected. I once heard that running a business is like holding up a mirror to yourself—it highlights your strengths, but also your weaknesses. I’ve had to become more patient, trust the process, and believe in our vision, even on the hardest days. It has also deepened my relationship with Chris. Some of our hardest business conversations have forced us to be more open and vulnerable with each other. But at the end of the day, I’m running Surje Coffee not just for myself, but for us—our future, our legacy, and our community.

This journey is bigger than just coffee. It’s about community, culture, and creating opportunities—not just for us, but for other small businesses, creatives, and people who believe in something bigger. The road hasn’t been smooth, but every challenge has shaped Surje Coffee Co. into what it is today. And we’re just getting started.

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?
Surje Coffee Co. is a premium, curated specialty-coffee experience rooted in connection, culture, and community. We’re not your typical coffee shop—we specialize in signature coffee mocktails that are inspired by cocktail culture and crafted with love, intention, and a lot of soul. Our drinks highlight the rich flavors of our Mexican and Armenian heritages, as well as notes from our global travels. We roast our own coffee in small batches and make our house-made syrups with high-quality, often organic and non-GMO ingredients because we care about what goes into your cup.

What really sets us apart is the experience. Whether you’re sipping on one of our signature coffee mocktails, ordering through our coffee cart, or lighting one of our Surje Coffee Co. candles at home—every touchpoint is designed to feel elevated and cozy. We want people to feel seen, welcomed, and nourished.

We started Surje Coffee Co. as an e-commerce store during the pandemic and pivoted into a mobile coffee cart. In January 2024, we opened our first brick-and-mortar location inside an art gallery in Downtown El Cajon, which went on to win San Diego Magazine’s 2024 Reader’s Choice for Best of Coffee Shops. We’ll be closing our El Cajon location on June 8th to focus on expanding our business-to-business services and bringing Surje Coffee Co. into more spaces through our mobile cart, coffee pods (compatible with most Keurig machines), and bottled lattes.

We also offer intentional lifestyle products like signature scented candles (Palo Santo, Lavender, The Last Light, and The Mediterranean), hand-stamped limited edition artwork made by our Barista, and branded goods like notebooks, tumblers, and our Surje Coffee button-up shirts.

Surje Coffee Co. is more than a drink—it’s a love language. It’s about slowing down, breaking bread, sharing culture, and building something lasting.

What’s next?
We’re in a really exciting season of growth and transition. While we’ll be closing our El Cajon brick-and-mortar location in June, it’s all part of our bigger plan to focus on the B2B side of Surje Coffee Co.. We’re currently looking for a new physical space that will serve primarily as a roasting and packing facility — but we’re dreaming of incorporating a cozy tasting room as well. We’d love for people to experience our coffee in a more intimate and educational setting.

Right now, we’re focused on scaling our signature products like our Surje Coffee pods — which are available for pre-order on our website — and our growing collection of candles. We’re also finalizing recipes for our bottled oat milk lattes, which we’re so excited to share soon. Our long-term vision is to get these products into more homes, offices, cafes, local grocery stores, and even hotels.

Beyond products, we’re continuing to host workshops like our Financial Literacy series and (hopefully) a shrub tonic mocktail class. And we’re thrilled to be participating in events like the Switchfoot Bro-Am Benefit Party this June — it’s a great opportunity to connect with our community in meaningful ways.

We’re still considering a crowdfunding round in 2025 to help fund our next phase, but no official decision has been made yet. What we do know is that we’re more committed than ever to building a brand that reflects culture, intention, and legacy — and to creating spaces (physical and digital) where people feel seen, welcomed, and poured into.

On a more personal level, I’m also really excited to continue growing my podcast, Espíritu Coffee Chats, which I co-host with Arlene Salcedo of Luna Soul Wellness. It’s been such a powerful way to connect deeper with our community and share honest conversations about wellness, Latinidad, entrepreneurship, and everything in between — all over a good cup of coffee or cacao, of course.

Contact Info:

• Website: https://surjecoffee.com
• Instagram: https://www.instagram.com/surjecoffee/
• Facebook: https://www.facebook.com/surjecoffee/
• LinkedIn: https://www.linkedin.com/in/surje-coffee-co-281030305/
• Youtube: https://youtube.com/@surjecoffee?si=ic_35SwkAXygCnto
• Yelp: https://www.yelp.com/surje-coffee-at-the-gallery-el-cajon
• Other: https://podcasts.apple.com/us/podcast/espiritu-coffee-chats/id1790765407

Image Credits
Eder Photography
HB Photos by Hannah Bernabe