Celeste Wong (The Girl in the Café): Coffee Insurrection Hero Chapter #85

Published by Tanya in Coffee Insurrection Hero · 15 December 2023
Tags: Coffee_Interview, Specialty_Coffee, Celeste_Wong, The_Girl_in_the_cafe, UK

1- Introduce yourself: who are you, where are you from, where do you work and what’s your job.

I run a website and blog about coffee, lifestyle and travel, called The Girl in the Café. I also produce films, create content, consult cafes and brands on marketing strategies, test a lot of top line coffee equipment and have my own brand of TGITC coffee beans which I collaborate closely with a Roaster in London (Code.194 coffee ) supplying cafes, homes, production companies and offices in the UK.

I have recently made Lisbon my base from London but originally came to this side of the world from NZ, via Melbourne Australia, where I’ve been in the specialty coffee industry for well over 15 years as a barista in some of the world's top artisan cafes, and was named one of London’s top 5 baristas in the Financial Times and featured in various prestigious media.

I have since developed a business that I’m still exploring that encompasses everything I love which is Film/media, people and of course coffee!

2- What’s your favorite brewing method and why?

Gosh, I can’t decide between espresso and pourover. For me brewing espresso is nostalgic and I love the whole process because it takes me right to the heart of my cafe days. I feel like it's playtime for me. It’s fun and I get in a zone.

But I love both the method and the result of a pourover coffee too. It’s slow, romantic and thoughtful - two very different brews for two different moods.

3- What’s the most important things you’ve learnt while working in the business?

Distinguishing importance in business versus personal life can be challenging, especially when they are closely intertwined and especially if your life revolves around coffee! People and relationships are crucial in any work environment and I believe can be achieved by emphasising qualities like reliability, kindness, consistency, and hard work. Another lesson I’ve learned is that while you can't please everyone, appreciate and nurture the ones who do support and follow you.

4- How do you see the specialty coffee scene in 10 years?

The last 10-15 years have evolved exponentially so have been very exciting and I think it will continue to do so. However influences from technology and the effects of world events like the covid pandemic, war, genocide, political confusion and economic instability will lead to major social shifts that will inevitably affect the specialty coffee scene. Do I think the specialty coffee scene will get stronger? Absolutely. But do I know how genuine and authentic the scene and the people within it will be?

No. I hope that as long as we have a mix of genuine people with experience, knowledge and insight who are willing to be involved and share at a fundamental level that will drive positive energy into the industry both socially and commercially. I hope we don’t loose people along the way due to the ‘scene’ becoming too “noisy” or overwhelming. As long as coffee continues to be an important and meaningful part in our everyday lives, in 10 years everything will be ok.

5- Where do you see yourself in 10 years?

Hopefully in a rustic but modern country house by the sea, enjoying the morning sun while sipping coffee, not worrying about the state of the world….