Alright – so today we’ve got the honor of introducing you to Michael Etcheson. We think you’ll enjoy our conversation, we’ve shared it below.
Hi Michael, thanks for joining us today. How did you come up with the idea for your business?
C.R.E.A.M. Coffee and Pastry was born during a really difficult chapter of my life, while I was incarcerated. In that environment, you have a lot of time to reflect, and I started thinking deeply about what I wanted my life to look like once I got out. I didn’t just want a job, I wanted to create something that could actually make a difference, something that gave back to the community in a meaningful way.
That’s when the idea came to me: what if I could build a business that wasn’t just about profit, but also about purpose? Coffee felt like the perfect fit. It brings people together, it’s part of daily life, and it has the potential to do good on a broader scale. So I created C.R.E.A.M. Coffee and Pastry.
Each month, we partner with a different nonprofit organization, and we donate 10% of that month’s profits. It’s a way to keep our mission community-focused and ever-evolving, supporting causes that matter.
I’m also proud to serve as the Executive Relations Manager for the Prison Entrepreneurship Program, an organization that played a huge role in helping me turn this dream into reality. Through PEP, I gained access to critical business skills, mentorship, and startup funding, resources that are often out of reach for people with a blemished background. Now, I get to give back by helping others do the same.
What excited me most about this idea was knowing it wasn’t just about making money, it was about making an impact, offering second chances, and showing people that transformation is possible. I knew it was a worthwhile endeavor because I lived the problem and was determined to be part of the solution. And now, with every cup of coffee, we’re telling that story, and hopefully, inspiring others to write their own.
Michael, 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?
My name is Michael Etcheson. I’m a father of five, a proud grandfather of three, the founder of C.R.E.A.M. Coffee and Pastry, and the Executive Relations Manager for the Prison Entrepreneurship Program (PEP). My journey into business and entrepreneurship didn’t start in a typical way, it began while I was incarcerated. That time in my life forced me to reflect on who I was, who I wanted to become, and how I could use my experience to make a real difference.
While I was serving my sentence, I started thinking seriously about my future, not just how I would support myself and my family, but how I could build something that gave back to the community. That’s when the idea for C.R.E.A.M. Coffee and Pastry was born. Coffee is something that connects people. It’s part of everyday life and has the potential to create comfort, conversation, and community. I wanted to build a business around that idea, but one with a mission bigger than just a product.
C.R.E.A.M. Coffee and Pastry is a mission-driven business. Each month, we partner with a different nonprofit organization and donate 10% of that month’s profits to support their work. Whether it’s reentry services, youth programs, or other community initiatives, we’re committed to making a consistent, positive impact through our business.
What sets us apart isn’t just what we sell, it’s why we exist. This business is built on a foundation of second chances, personal transformation, and giving back. That’s also why I’m so passionate about my role at the Prison Entrepreneurship Program.
As the Executive Relations Manager for PEP, I work to build and maintain relationships with executives, business leaders, and supporters who believe in the mission of transforming lives through entrepreneurship. I connect our participants, men currently incarcerated, with mentorship, business resources, and opportunities that position them for long-term success. I went through this program myself, and it changed my life. Now, I help others walk that same path toward transformation.
PEP gave me the skills, guidance, and funding to launch my own business. And now, both through C.R.E.A.M. and my work at PEP, I get to pay it forward.
What I’m most proud of is the fact that everything I’m doing now is rooted in purpose. I’m showing my children and grandchildren what redemption looks like. I’m building a business that doesn’t just make money, it makes a difference.
To anyone just learning about me or my brand, I want you to know that C.R.E.A.M. Coffee and Pastry is more than a business. It’s a movement. Every sale supports a mission. Every partnership helps change lives. Whether you’re a customer, a supporter, or someone who believes in second chances, you’re part of the story we’re writing.
We’d love to hear a story of resilience from your journey.
During my time incarcerated, there were moments when it felt like the walls around me were closing in, not just physically, but mentally and emotionally. It’s easy to lose hope in a place where your past mistakes seem to define your entire future. But I made a choice early on: I wasn’t going to let my circumstances control my story. I decided to invest in myself and my future, even when it felt impossible.
One particular moment that stands out was when I first got involved with the Prison Entrepreneurship Program. At first, I was skeptical, how could someone with a blemished background like mine really start a successful business? The program pushed me hard, challenged my mindset, and taught me skills I never thought I’d have. I also successfully completed a class and earned a certificate in entrepreneurship through Baylor University, which gave me valuable knowledge and confidence.
That belief fueled me to keep going. I worked on my business plan late into the night, learned about finance and marketing, and kept refining my vision for C.R.E.A.M. Coffee and Pastry. I was honored to earn second place in the business pitch competition, which gave me a huge confidence boost and helped open doors to resources and funding.
After my release, I continued investing in my education and earned my associate’s degree in business. Facing the outside world was challenging, finding resources, building a network, and earning trust, but I kept pushing forward.
The resilience came from knowing that every obstacle was an opportunity to prove that my past doesn’t dictate my future. Today, I’m proud to run a business that not only supports me and my family but gives back to the community. My story is proof that no matter where you start, with persistence and support, you can rewrite your path.
How’d you think through whether to sell directly on your own site or through a platform like Amazon, Etsy, Cratejoy, etc.
I sell my products exclusively through my own website and face-to-face. I chose to focus on ecommerce via my website because it gives me full control over the customer experience, from how the brand is presented to how orders are handled. Selling directly means I can build a stronger connection with my customers and keep more of the profits since I’m not paying fees to third-party platforms.
The main advantage of using my own website is that it lets me showcase the story and mission behind C.R.E.A.M. Coffee and Pastry in a way that feels authentic and personal. I also like being able to customize everything, from product offerings to promotions, without the restrictions that come with marketplaces like Amazon or Etsy.
On the downside, relying solely on my website means I have to work harder to drive traffic and build awareness since I don’t benefit from the built-in audiences those platforms offer. It also means I’m responsible for all the logistics, marketing, customer service, and shipping, which can be challenging but also rewarding because I’m directly involved in every step.
Selling face-to-face complements the online side by allowing me to connect personally with customers, hear their feedback in real time, and build trust in the community. It’s a balance that works well for me and aligns with the mission of my business.
Contact Info:
- Website: https://creamcoffee.shop
- Instagram: c.r.e.a.m_coffee_and_pastry
- Facebook: CREAM Coffee & Pastry
- Other: Facebook – Mike Anthony
