Coffee shops thrive without degrees and solely on grit

In January 2025, Rachel Nieves, a 34-year-old woman, made the bold decision to leave her successful career in the auto industry to pursue her dream of opening a coffee shop. This transition came after a decade of working in the auto business, where she earned an impressive $200,000 a year. However, the advent of the Covid-19 pandemic in 2020 prompted her to reconsider her priorities, leading her to seek more fulfillment and a better work-life balance. With no college degree, she realized her educational background might not provide the same financial stability and satisfaction as her current job. This reflection catalyzed her journey towards owning a coffee shop. Starting a coffee shop can be daunting due to high operating costs, including rent, food, and labor, which typically yield slim profit margins. However, Nieves felt encouraged by the relatively high-profit margins associated with coffee sales and the ability to run these businesses in smaller spaces. Additionally, coffee shops can develop a unique identity that distinguishes them through specialty drinks, serving as an effective marketing tool. Her determination and grit finally led her to take a risk and start her own business in the food service sector, an area she believed held more potential for personal satisfaction. The decision to become an entrepreneur was not taken lightly, as she understood the competitive nature of the coffee industry. But Nieves’ previous experience and passion gave her the confidence to confront these challenges head-on. While her journey was filled with uncertainty, it represented a significant shift towards achieving her dreams and desires for a more fulfilling life. As she entered this new phase in her professional life, focusing on customer service and engagement became essential for building her brand. Nieves’ story is part of a broader narrative demonstrating that many individuals can achieve success without a college degree, leveraging their life experiences and resilience. Her transition highlights the evolution of career paths that many individuals have taken, especially during challenging times such as the recent global pandemic. This trend not only speaks to the growing shift in the workforce but also emphasizes the importance of following one's passion as a path to achievement.