We caught up with the brilliant and insightful Annie Choi a few weeks ago and have shared our conversation below.

Hi Annie, thanks for joining us today. Can you talk to us about your team building process? How did you recruit and train your team and knowing what you know now would you have done anything differently?

Launching Found was a success thanks to a dedicated team from day one. I had the privilege of working alongside trusted colleagues from my time at Demitasse Coffee, who were instrumental in our opening phase—my former boss, Bobby Roshan, even supported us with a guest shift! I value every contribution our staff has made over the last ten years. This journey has solidified my belief that hiring for character is key; we can train for the craft, but a positive spirit and natural warmth are invaluable assets that an employee brings with them.

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?

I’ve always dreamed of opening a coffee shop in Los Angeles. Coffee shops are filled with stories—those of baristas, customers, neighborhoods, and even the coffee beans themselves. In a city that can often feel isolating, a sense of community through storytelling is vital.

My inspiration comes from my parents, who ran a successful acupuncture clinic for 26+ years. My father was a lifelong entrepreneur, owning businesses ranging from a mobile grocery truck to a denim factory. That spirit shaped my own path.
After working in TV post-production on shows like Keeping Up With the Kardashians and Project Runway All Stars, I transitioned to the food and beverage industry. I began as an intern at Demitasse Santa Monica, quickly rising to Barista, then General Manager—all within four months. That experience gave me the tools to open my own shop.

In 2015, I launched Found Coffee, which just celebrated its 10-year anniversary in 2025. My mission has always been to support California-based roasters, tea purveyors, artists, and vendors—something that distinguishes us from other specialty coffee shops in LA. We like to focus on featuring hyper-local, AAPI, female-owned businesses on our shelves. Many customers discover rare, curated products here they can’t find elsewhere. Found Coffee is ultimately and essentially a place where people find community, just as I have.

Found isn’t just a coffee shop—it’s a community space grounded in connection, resilience, and the diverse fabric of Los Angeles.

How did you build your audience on social media?

I used to believe that business and personal life should ALWAYS remain separate, but I’ve discovered that small business is beautifully personal. During the pandemic, I leaned into that connection by writing pretty personal “love letters” to our Found Coffee Community, signing off simply as myself. That shift toward authenticity resonated deeply with our clientele, and I’m proud to continue that tradition today. It has allowed us to build a genuinely engaged digital audience and grow our social media presence in the most organic way possible.

What’s worked well for you in terms of a source for new clients?

I have always believed in lifting up those who are starting something new — one of my personal gifts is to recognize true potential in others. Our shop has become a launchpad for emerging entrepreneurs, especially those testing out their first business ideas. I regularly host pop-ups at our shop, offering newcomers the chance to build exposure, raise funds, and reach an audience they might not have access to otherwise. Having once been in their shoes, I understand how crucial those early opportunities can be. Watching these small ventures grow—from their very first day setting up in our space to eventually opening full storefronts of their own—has been one of the most fulfilling experiences of my career. As a beautiful byproduct, these pop-ups also bring in fresh eyes/customers to our shop since our pop-up partners don’t always overlap with us in clientele.

Contact Info:

• Website: https://www.foundcoffeela.com
• Instagram: @foundcoffeela
• Facebook: http://facebook.com/foundcoffeela
• Yelp: https://m.yelp.com/biz/found-coffee-los-angeles-5

Image Credits

Nicolette Lambright
RJ Guillermo
Wonho Frank Lee