Meet Jasmine Roberts

We’re excited to introduce you to the always interesting and insightful Jasmine Roberts. We hope you’ll enjoy our conversation with Jasmine below.

Hi Jasmine, really happy you were able to join us today and we’re looking forward to sharing your story and insights with our readers. Let’s start with the heart of it all – purpose. How did you find your purpose?

My purpose started to take shape long before I even knew how to articulate such a powerful question. In the midst of a chaotic childhood, I found myself pregnant at 14. I was suddenly faced with adult responsibilities while still being a child myself. It was hard to imagine how I could successfully raise a baby on my own at an age when I couldn’t even work or drive.

A fire burned inside me knowing that, despite logic, I had to bring this baby into the world and give him the life he deserved. I knew my first goal would have to be to graduate high school. That was my mountain to climb. And with it only being my freshman year, it was a steep climb ahead. I could not fail so early in life. Very few people in my family had graduated high school, and I was determined to change that for myself and my children. I couldn’t expect this baby to strive for the best, set goals, and achieve them if I didn’t do the same. If I was going to expect that he lived up to his full potential, I was going to have to show him, by living up to mine.

In those early months of my pregnancy, I knew my calling would be to lead by example. I was determined. Balancing school, motherhood, and the judgment that came with being a young mom forced me to grow up quickly. It forced me to put blinders on to what others thought I was capable of. It taught me to believe in myself even if no one else did. Probably the most important lesson of my life to this day. It also taught me something I didn’t understand at the time, perseverance builds purpose.

I did, in fact, graduate high school with my phenomenal four year old boy right by my side. This was my victory, but also a credit to the school system that supported me. It’s where I learned the importance of community and vowed to always give back. I didn’t have any adults in my life caring for me during those years, the community was raising me while I was raising my son. That was never lost on me.

As the years went on, I met my husband, got married, and fell completely into motherhood. My world revolved around raising my six kids. I was a stay at home mom throughout my twenties and thirties, and while I loved that role and truly thrived, there were days I felt like I was falling behind, like the world was moving on without me. I didn’t think my skills at home would ever translate to anything outside of it. I worried my whole identity had been shaped around being just a wife and mother. I still had a burning to lead in other ways. But those years taught me everything, how to organize chaos, manage time, stretch a budget, and lead with patience and empathy. Motherhood is the epitome of work ethic.

At 42, I had an opportunity to buy a coffee shop, and the self-doubt came in strong. I had no experience! Was simply loving the culture of the PNW coffee community enough to run a whole company? Who was I to think I could just figure it out and be successful? What if I failed? What if my employees lost their jobs because I underperformed? Those thoughts came fast and strong, but they felt familiar. I remembered feeling all those emotions before. I remembered being told, “You’re too young,” “You don’t have the skills or means to take on something so big.”

And then it all clicked. It wasn’t about what I already knew, it was about my work ethic, my grit, my determination, my love for people and community, and my ability to create and cultivate. I had been doing this work my whole life, and this opportunity would be no different. As long as I continued to show up and give my all, as long as I could do a couple of little things right every day & work hard my life had already shown me that success would follow.

I realized the skills I’d been building for years as a mother were the same ones that could make me a strong business owner. My purpose became clear, to create a company that not only serves great coffee, but also builds a culture rooted in appreciation and respect for its people. To provide balance. To be an environment that both employees and customers love coming into. And to show other women, especially moms, that they are capable of anything. What we do in our homes is one of the greatest contributions we can make, and if we ever have the opportunity to bring that strength&
& experienced into the world, we should.

Thanks for sharing that. So, before we get any further into our conversation, can you tell our readers a bit about yourself and what you’re working on?

The industry I’m in is incredibly powerful for connection. That’s what first drew me to it, and it’s what continues to call me to lead. Our company serves roughly 400 people a day, and each one of those people represents a direct connection in our shared humanity.

We have the opportunity to smile at 400 people a day. To wish them well. To cheer them on through their goals. Some days, we sit in humility with them. Other days, we sit in sadness. Every single day, we connect. Everyone in my company understands the importance of their work, it’s so much more than just handing a cup of coffee through a window. It’s about being a meaningful part of someone’s day.

Beyond the daily connections, we also focus on giving back to our community. This past summer, our program raised money for local food banks, knowing that many children who rely on school meals would need extra support during summer break. We also work closely with and donate to our local Humane Society, because we believe it’s our responsibility to care for all living things around us.

I take great pride in my role as an employer, to create an environment where my employees feel seen, valued, and appreciated. My employees are my brand. They are my company. Most of our customers don’t even know my face, they know the faces of my baristas. And that’s exactly how I want it to be.

My customers mean the world to me, and so do my employees. What we’re building together makes me so proud.

Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?

The three most impactful qualities in my journey have been empathy, gratitude, and resilience.

Empathy has shaped me as a leader. I can put myself in someone else’s shoes and truly see things from their perspective. I don’t lead by telling people what to do. I lead by example. I think about what’s best for each person, not just what works best for me. That connection to people, that awareness of their needs, has been the foundation of my business and my relationships.

When things get hard, gratitude has always been my anchor. No matter how difficult life feels, there’s always something to be grateful for. Finding the silver lining doesn’t mean ignoring pain, it means understanding that hardship can be our greatest teacher. I’ve learned that every challenge brings growth, and that mindset has carried me through so many seasons.

Resilience has probably been my greatest strength. I don’t believe people are breakable. I truly believe we’re built to withstand and to rise. When life feels impossible, I remind myself, and others , that hard times build strong people. Discomfort is where we grow. It’s okay to be uncomfortable, but it’s not okay to give up, fall into un heathy habits, self wallowing, avoid or numb yourself. Show up for yourself every day. Work at it every day. That’s where confidence and strength come from.

My advice to anyone early in their journey is, you already have everything you need simply by being you. Life will test it, shape it, and strengthen it, but the foundation is already there. Trust your capacity, lean into gratitude, and lead with heart, the rest will follow. Success is just a by product of doing the little things right everyday.

As we end our chat, is there a book you can leave people with that’s been meaningful to you and your development?

A book that had a profound impact on me is Love Without Conditions by Paul Ferrini. It found me at a time when I was learning how to forgive myself, embrace my past, and lead from a place of compassion instead of judgment.

The biggest lesson I took from it was that everything starts with self love. You can’t truly love or serve others until you stop judging yourself. Imposter syndrome was a huge battle of mine. This book helped me see that my past wasn’t something to hide, it was something that shaped me. Once I learned to extend unconditional love and forgiveness to myself, I became more compassionate toward others. It helped me connect my hardships, though tough at the times have brought me my greatest wisdom. That changed the way I lead, parent, and connect with people.

The book also taught me that everyone is doing the best they can with the awareness they have. That simple truth transformed how I view people. I struggled with judgment of others, as a way of feeling in control and protecting myself and my family. The messages in this book helped soften me and my judgment. It helped me see how we all filter situation differently. Whether it’s one of my baristas having a tough day or a customer who just needs a kind word, I try to meet them with empathy instead of expectation.

Ferrini’s teachings on forgiveness and authenticity reminded me that love is leadership. Leading with love doesn’t mean being soft it means being strong enough to see people fully, hold space for them, and still expect greatness. That’s what I strive to bring into my company and my life every day. If I have an employee that is struggling to do their job correctly I try to find what I can praise and build off that. I have learned that just focus focusing on what’s going wrong does not yield the results that I’m looking for. Uplifting people is powerful in their growth. Reminding them of their potential and requiring them to meet it, has also been a powerful lesson in leadership.

Contact Info:

• Instagram: https://www.instagram.com/the.coffee.spot.belfair?igsh=ZGc3YW95c3RpYTEz&utm_source=qr
• Facebook: https://www.facebook.com/share/1aiizgxSh9/?mibextid=wwXIfr

Image Credits

Rhianna Truex