Alright – so today we’ve got the honor of introducing you to Amanda Badeau. We think you’ll enjoy our conversation, we’ve shared it below.

Amanda, appreciate you joining us today. Let’s start with a story that highlights an important way in which your brand diverges from the industry standard.

At The Archive, we’ve built our space around the idea that a bookstore can be more than a place to shop—it can be a place to gather, linger, and connect. Unlike the industry standard of either a purely retail bookstore or a coffee shop/wine bar on its own, we’ve merged all three. Here, someone can browse thought-provoking literature, sip a locally roasted coffee in the morning, and return in the evening for a glass of wine and a conversation.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

My name is Amanda Badeau and I am the founder of The Archive. The Archive was born out of a simple but powerful idea: that books, coffee, and wine each hold the ability to bring people together, spark conversation, and create community. I wanted to design a space where all three could coexist—a place where you can start your morning with an espresso, lose yourself in a new novel in the afternoon, and wind down with a glass of wine in the evening.
My own path to creating The Archive wasn’t linear. I come from a corporate background with a focus in operations, and for a long time I found myself simply going through the motions—checking boxes but feeling unfulfilled. I realized I wanted to build something that truly meant something to me, something that reflected my values and passions. Just as importantly, I wanted to show my son that you can follow your heart, do meaningful work, and still be successful. That’s the vision that sparked The Archive.
We provide a carefully curated selection of books with an inspiration in the Dark Academia, a specialty coffee program, and a handpicked wine list, all under one roof. But beyond products, what we really offer is experience. Many bookstores today feel transactional—browse, buy, and leave. Coffee shops and wine bars, meanwhile, often miss that layer of intellectual discovery. By blending the three, we’ve created a space where people linger, engage, and discover.
The problems we solve are more human than logistical: we give people permission to slow down in a culture that’s always rushing. We create a welcoming environment where someone can escape the noise of the day, find something new, and maybe even meet someone unexpected. For readers, it means access to independent publishers and diverse voices they might not see in chain stores. For coffee and wine lovers, it’s the opportunity to try small-batch roasters and sustainable winemakers they won’t find at big-box retailers.
What sets us apart is that commitment to curation and connection. Everything we stock—on our shelves and on our menu—has been thoughtfully chosen with an eye toward storytelling, authenticity, and quality. We aren’t just selling a book, a cup, or a glass—we’re inviting people into a moment worth remembering.
We’re most proud of how quickly The Archive has become a community hub. We’ve seen strangers bond over book recommendations, local artists host gatherings in our space, and regulars who now consider us part of their daily ritual. That sense of belonging was always our hope, and seeing it come to life has been deeply rewarding.
If there’s one thing we want potential clients, followers, and fans to know, it’s that The Archive isn’t just a store—it’s a living archive of stories, flavors, and connections. Whether you come for the books, the coffee, the wine, or simply the atmosphere, you’ll always find something to spark your curiosity and keep you coming back.

We’d love to hear the story of how you built up your social media audience?

hen it came to building The Archive’s social media presence, I knew from the beginning that consistency and intentional design would be key. Before I ever launched, I spent a great deal of time researching, planning, and refining what I wanted our brand to look and feel like. I had a clear vision for our logo, colors, and overall aesthetic, and I wanted to make sure every detail aligned with the experience people would have when they walked through our doors.
That preparation meant that when I finally launched our social platforms, everything was cohesive, streamlined, and visually appealing. The posts weren’t just pretty—they told a story. Each image, caption, and design choice reflected our atmosphere: warm, thoughtful, and community-driven. That consistency made it easier for people to connect with us and quickly understand who we are and what we stand for.
My biggest advice to anyone starting to build their social media presence is to invest time in your foundation before you post. Define your voice, your visual style, and the feeling you want your audience to take away. When those elements are clear and consistent, your content will resonate more deeply. And most importantly—don’t just post to sell. Post to engage, inspire, and invite people into your story.

Do you have any insights you can share related to maintaining high team morale?

When it comes to managing a team and maintaining high morale, I’ve found that it all starts with who you bring on board. From the very beginning, I placed a stronger emphasis on passion and genuine interest in being part of The Archive than on technical skills. Making coffee, for example, is something that can be taught—but the love of books, community, and creating a welcoming atmosphere can’t be trained into someone.
Because of that approach, our team truly believes in what we’re building. They’re not just employees—they’re part of the story, and that sense of shared purpose naturally boosts morale. From there, it’s about communication, trust, and appreciation. I try to make sure everyone feels heard, valued, and empowered to contribute their own ideas.
My advice to other leaders is this: hire for passion, not just skills, and then nurture that passion by recognizing your team’s efforts and giving them ownership in the mission. When people feel connected to the “why” behind the work, morale tends to take care of itself.

Contact Info:

• Website: https://thearchivechs.com
• Instagram: @thearchivechs