We were lucky to catch up with Tala Qaraeen recently and have shared our conversation below.

Tala, thanks for joining us, excited to have you contributing your stories and insights. What’s the backstory behind how you came up with the idea for your business?

My professional background is in marketing and branding, with 15 years of experience working for multinational ad agencies and managing international brands. I’ve developed a strong understanding of how to create and grow brands. I’ve lived in four countries and have always enjoyed traveling the world. In the last 5 years, I discovered my passion for specialty coffee, and I began café hopping to explore different beans. I became deeply interested in the journey a coffee bean takes to produce a perfectly balanced cup. I pursued this passion by studying and earning a certification from the Specialty Coffee Association in Dubai. After five years of coffee tours in places like Kenya, Dubai, Toronto, China, Indonesia, Mexico, and Europe, I gathered the best practices I encountered along the way and combined them to create Wet Coffee.

Although we lived in Toronto, we saw a great opportunity to open our café in Oakville. While there are some independent cafés, we felt the Specialty Coffee scene deserved more attention. The days of dark, burnt roasts are behind us. People in Oakville are well-traveled and have a refined taste for a quality cup of coffee.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

After years of building brands for others, I knew it was time to create my own in an industry I’m truly passionate about. My vision was to build an iconic brand that offers a sense of comfort and belonging. A place deeply rooted in the community, where people could find refuge. I wanted it to be more than just a café; I wanted it to be a space where people feel welcome to work, study, meet friends, or simply enjoy time alone with a great cup of coffee.

Drawing on my branding experience, I developed a unique visual identity. Something fresh, quirky, and youthful. Oakville is home to a diverse range of people from high school students to seniors. My goal was to create a simple, minimal space that resonates with all of them.

Let’s talk about resilience next – do you have a story you can share with us?

I’m relatively new to Canada, having lived in four countries before moving here just a week before the full COVID lockdown in March 2020. Relocating from Dubai, where I had spent 10 years building my career and friendships, was a major step. Adjusting to life in a new, colder country during a global pandemic was challenging. That same year, I got married and became pregnant, so the changes were major.

In 2020, my husband also made a bold move by leaving his corporate engineering career to venture into the food and beverage industry, opening his first restaurant in August—arguably one of the toughest years for any business. Drawing on my branding experience, I created his brand’s identity and helped grow it into a tremendous success. What began as one restaurant quickly expanded into a franchise with eight locations.

After two years, with our daughter turning two and my husband’s business running smoothly, I felt it was time to create my own brand. Balancing entrepreneurship and raising a young child is demanding, but it’s a challenge I’m fully embracing.

What do you think helped you build your reputation within your market?

The key to maintaining and building our reputation has been “Consistency”. I always make sure our coffee is perfectly balanced, our service is exceptional, and the atmosphere is welcoming. As baristas, we’re constantly striving to improve and elevate our craft. We treat our customers like friends, knowing many by name and remembering their usual orders. We also love surprising them with new beans and special drinks, keeping the experience fresh and exciting.

I must also say that the team you work with truly defines a place. I’m fortunate to have baristas who feel like family, they have been with me from the very beginning. There’s a strong sense of respect and love among us. We’re always learning from and challenging each other, all while keeping it fun and enjoyable.

Contact Info:

• Website: https://www.wetcoffeecommunity.com/
• Instagram: wet_coffee_community