Story & Lesson Highlights with Jennifer Nowicki

We recently had the chance to connect with Jennifer Nowicki and have shared our conversation below.

Jennifer, so good to connect and we’re excited to share your story and insights with our audience. There’s a ton to learn from your story, but let’s start with a warm up before we get into the heart of the interview. What do you think is misunderstood about your business? 
One of the biggest misconceptions about Cultivate Taste Tea is that we’re “just another tea company.” In reality, we exist to do the opposite of what most people have come to expect from the industry: no blends, no candy flavorings, no shortcuts. Our focus is on pure, single-origin loose leaf teas, often competition or heritage grade, sourced directly from sustainable gardens in Asia. Many assume tea is simple, when in truth it carries the same nuance and terroir as fine wine. My work as a certified tea specialist is about helping people experience that depth, so they realize tea can be an elevated, transparent luxury, not a commodity.

Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Jennifer Nowicki, the founder of Cultivate Taste Tea, Wisconsin’s only certified tea specialist and a lifelong devotee of pure leaf tea. Through Cultivate Taste, I source award-winning, single-origin teas directly from sustainable farms in Asia (no blends, no flavors, no compromises) because I believe tea deserves to be appreciated with the same reverence as fine wine. What makes us unique is our focus on transparency and education: I don’t just sell tea, I share the story of its terroir, the craft of the farmers, and the beauty of brewing it well. Right now, I’m excited about expanding our wholesale presence with distributors like Sysco, Pods, and Cheney Brothers, while also growing a community of tea lovers through classes, festivals, and our VIP Substack, where rare teas are offered before anyone else.

Thanks for sharing that. Would love to go back in time and hear about how your past might have impacted who you are today. Who saw you clearly before you could see yourself?
I would say my younger sister. We’re only 15 months apart, and we’ve always been incredibly close, the kind of close where we can finish each other’s sentences. There have been many times when she understood why I did something long before I realized it myself. Looking back, I can see how often her positive insights about me turned out to be exactly right.

What fear has held you back the most in your life?
For much of my life, imposter syndrome held me back. I often felt I wasn’t good enough or knowledgeable enough, always telling myself there was more to learn, so therefore, I must know nothing. That mindset is partly why I pursued certification as a tea specialist before ever opening Cultivate Taste Tea; I needed to ground myself in deep expertise. It’s also what drove me to enter the Draper Competition and join the Babson WIN Cohort, constantly seeking growth so I could serve at a higher level. In many ways, imposter syndrome fueled my perfectionism, but over time I’ve come to see it as the force that shaped my discipline, my pursuit of excellence, and my commitment to sharing tea with authenticity.

Next, maybe we can discuss some of your foundational philosophies and views? Is the public version of you the real you?
For the most part, yes, the public version of me is very much who I am. What people see is my genuine passion for tea, my love of sharing knowledge, and my belief that beauty and authenticity matter. What they don’t always see are the quieter struggles behind the scenes: the anxiety, imposter syndrome, perfectionism, and the challenges of managing MS. In public, I tend to present a more confident version of myself, but that confidence is real, it’s just balanced with the inner work it takes to get there. I think the public me reflects the truest parts of who I am: someone who strives for excellence, embraces learning, and is committed to elevating the experience of tea, even while navigating imperfections.

Before we go, we’d love to hear your thoughts on some longer-run, legacy type questions. What will you regret not doing? 
Though I may appear decisive in public, what I would regret most is not trusting myself enough, whether that means finding the answers within or taking bold chances in my business. At times, I’ve let outside voices make me question my path, especially when criticism came from those who wished they were doing the very thing they dismissed. With experience, I’ve learned that listening to myself, standing firm in my vision, and not letting others diminish it is essential. My only regret would be if I failed to honor that trust in myself fully.

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