How This LGBTQ+, Woman-Owned Coffee Brand Aims to Create a More Inclusive Space

Marginalized groups continue to face issues with inclusion. When it comes to the LGBTQ+ community, more often than not brands tend to have a role in widening the queer inclusivity gap by conducting minimal outreach to these consumers. Couplet Coffee, an LGBTQ+ and woman-owned lifestyle coffee brand is aiming to make specialty coffee less pretentious and more community-focused. The brand, represented by BIPOC-owned creative agency Disrpt, was founded by first-generation immigrant Gefen Skolnick, who took the unusual route of raising funds for the brand through Twitter. As the self-designated "chief gay officer," Skolnick began curating the Couplet Coffee brand through the online community. Through this, she recognized an opportunity to create a space for all underrepresented groups. "I realized that the landscape of specialty or artisan brands that exists are just not inclusive," Skolnick told Adweek. "Everything from the things that they sell to the branding and the way the brands project themselves, it is not for everybody and that's very clear." "Why can't people the experience of making great coffee and the really fun aspects of the coffee world and just create a more inclusive space?" she added. "I continued to see the need for it on Twitter, so I just decided to do it and invest in this idea full-time." Building an authentic community Although Skolnick began the brand as a side hustle while continuing her education and work in the technology field, she quickly learned of the impact Couplet Coffee could have to build community and foster inclusion. To further this initiative, Skolnick hosted queer community-centered parties and events, and partnered with other brands that hold the same values. Skolnick has also been active in social justice, raising over $200,000 for organizations fighting racial inequality. "I felt like if I am going to build a brand as someone who is very visibly out and queer and proud of it, and I'm a representation of what it could be like to be an out business leader, then my brand should also showcase that," Skolnick said. "It should show the focus on the community—specifically the queer community—and how can I authentically show that. So much so that I ingrained the brand to be very intentional in everything, down to the messaging, the bags, social media and the way we connect with everyone." Although brands like Pepsi and Discover have made concerted efforts to better engage with marginalized communities, there is still a lack of authenticity and true connection in their communications. For Skolnick, more is required to close that gap. "We actually care about the things we carry in our home and we have pride in it, but when I saw brands every year take Pride month as a way to commercialize queerness and throw a rainbow logo on a T-shirt, it all felt inauthentic," Skolnick said. "[It's about] building a true inclusionary brand—one that is inherently queer like mine is authentic to its core." Here's How Brands Are Giving Back to LGBTQ+ Communities for Pride Month 2021