We were lucky to catch up with Rylee Zukovsky recently and have shared our conversation below.
Rylee, thanks for joining us, excited to have you contributing your stories and insights. Let’s start with a fun one – what’s something you believe that most people in your industry (or in general) disagree with?
One thing I believe—especially in the coffee world—is that a shop doesn’t have to be minimal or hyper-curated to be good. There’s this unspoken idea that everything needs to be neutral, aesthetic, and stripped down to be taken seriously, but I just don’t buy into that. I think a coffee shop should feel personal, full of character, and reflect the people behind it—not just mimic what’s trendy online.
To me, coffee is a way to curate connection. Yes, it can be a science—shot timing matters, dialing in your espresso matters—but at the end of the day, the most important thing is how you make people feel. There’s a pretentiousness that creeps into a lot of modern coffee culture, and I think it pushes people away. I never wanted that for Rebelz. I want everyone who pulls up to our window to feel seen, valued, and appreciated. That’s what it’s really about.
When I first started Rebelz, I tried to tone everything down. I thought I had to be super polished and play it safe—simple drinks, clean branding, minimal everything. But it didn’t feel like me, and it didn’t reflect the community I was trying to build. Once I leaned into the fun, the bold flavors, the local references, and made the shop feel like a reflection of real people rather than a Pinterest board, that’s when it all started to connect.
Maybe it’s easier for me to say as an owner-operator, but I fully believe coffee should center around people. When you lead with that, the rest falls into place.
Rylee, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
Hey! I’m the owner of Rebelz Coffee, a small but mighty drive-thru coffee shop based in North Fork, California—right at the gateway to Yosemite. My love for coffee actually started with tea. Growing up in the mountains, I used to make little “nature teas” as a kid—gathering herbs, flowers, anything I could find. That eventually led me to learning about real teas, and I became totally obsessed with green tea in particular.
A few years later, when I was finally old enough to work, I reached out to a local coffee shop in my area looking for a job as a barista. That’s really when everything changed for me. I realized there was so much more to beverages than just drinking them—being behind the bar, connecting with customers, learning the craft—it all opened up a completely new way of thinking. And at 15 years old, that experience played a huge role in my development. It was the first time I truly stepped out on my own, separate from my parents, and started building relationships that were mine.
I worked at that shop on and off throughout my teen years, and eventually, the opportunity came up to purchase a coffee shop in a small town about 30 minutes away—right where I grew up. I think that definitely gave me an advantage because I already had a strong connection to the area and knew a lot of the community.
Rebelz started as a vision to create something different—something that didn’t feel cold or cookie-cutter. We serve all the coffee shop classics—lattes, americanos, blended drinks—but we also have fun with it. Each drink is named after something local, and we’re constantly experimenting with seasonal flavors, unique combos, and menu additions like breakfast burritos. We’re also working on expanding into mobile coffee services for weddings and events, which I’m super excited about.
What really sets Rebelz apart is the heart behind it. I run the shop as an owner-operator, which means I’m in the window nearly every day. We don’t just make drinks—we create connection. I think there’s a lot of pretentiousness in the coffee world these days. Don’t get me wrong, I fully believe in the craft—shot timing and technique do matter—but I believe even more in making people feel seen and appreciated. That’s what brings someone back. That’s what builds community.
I’m most proud of how people feel when they visit Rebelz. I’ve had customers tell me this is their comfort stop, or that we’re part of their healing routine—and that’s everything to me. For anyone new to the brand, I just want them to know that Rebelz is built on love—for coffee, for people, and for this beautiful place we call home.
Have any books or other resources had a big impact on you?
Yes—Profit First by Mike Michalowicz has had a huge impact on the way I think about business and money management. As a young entrepreneur, it’s easy to get caught up in the idea that growth and reinvestment should come before paying yourself or setting aside profit. But this book really flipped that mindset for me.
It helped me understand that your business should support you, not drain you. By prioritizing profit from the start—even in small amounts—you build something sustainable. It taught me to be intentional about how money flows in and out of my business, and that discipline has honestly saved me from a lot of financial stress.
Especially as someone who runs a small, community-driven shop, it’s easy to feel pressure to constantly upgrade, expand, or keep up with trends. Profit First reminded me that it’s okay (and necessary) to build a healthy financial foundation first. It gave me the permission and tools to structure Rebelz in a way that actually works for me, not just for the numbers on paper.
We’d love to hear a story of resilience from your journey.
One story that really stands out when I think about resilience is stepping into business ownership so young. I started in coffee as a teenager, and not long after, I had the opportunity to purchase and run my own shop. It was exciting, but also incredibly overwhelming. I was learning how to manage staff, handle finances, and make big decisions—often on the fly—all while still figuring out who I was.
What most people don’t see is everything happening behind the scenes. The equipment malfunctions, the unexpected costs, the mental load of carrying a business on your shoulders. Add to that the fact that I live with ulcerative colitis—a chronic illness that doesn’t exactly pause when life gets stressful—and you can imagine how much I’ve had to push through.
There were definitely moments where I felt like it would be easier to step back. Between health flare-ups and business setbacks, I’ve had days where I barely had the energy to show up, let alone run a coffee shop. But I did. I kept showing up, even if it wasn’t perfect. I’ve had to learn to build systems that support me, prioritize my wellbeing, and keep the vision moving forward, even when things felt hard.
Rebelz has become more than just a coffee shop—it’s a reflection of everything I’ve pushed through. And every time someone comes through the drive-thru and tells me this place made their day better, it reminds me why I kept going. That’s the resilience I’m proud of.
Contact Info:
- Website: https://www.rebelzcoffee.com
- Instagram: rebelzcoffee
- Facebook: Rebelz Coffee
- Yelp: Rebelz Coffee
