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When Morgan and Andrew opened Tuesday Coffee in Marietta, Georgia, they had a straightforward plan—Andrew would make the coffee; Morgan would handle everything else.
“Everything else” started with a tiny cabinet of hair clips and slowly transformed into customers buying jewelry, olive oil, scented candles, and so much more alongside their lattes.
Through careful curation, the couple created a space where people wanted to sip and browse. Picture a setting where textured white walls meet blond wood shelving, where sunlight streams across marble countertops stacked with both drip coffee and pantry staples—basically, the general store of your Pinterest dreams.
“When we first opened Tuesday, I knew I wanted to have a retail element, including coffee. I wasn’t sure at what scale we would be able to do this but felt that it could be my creative outlet and my piece of owning this shop together with my husband,” Morgan says.
“I started really small with a cabinet of 10 SKUs or so. And it did really well. I was having to restock right off the bat.”
That immediate success sparked something, and the pair began to imagine possibilities for their space beyond great coffee. But Morgan needed a way to continue sourcing unique, meaningful items that matched their growing vision.
And now that small cabinet of hers? It’s on the verge of taking over their entire shop.
Retail therapy turns into retail strategy
No focus groups for Morgan. Her buying philosophy was refreshingly simple and came naturally to her. She listened to her instincts and followed her bliss.
“Some of the first items we decided to carry were truly just things that I loved and that I would purchase for myself,” she says. “So hair clips, ceramics, seeds for your garden—a variety of items. I wanted our customers to understand that we were a one-stop shop.”
She didn’t know if this unfussy approach would work, but when those hair clips were put on display in the coffee shop, they were gone within hours.
“That really surprised me. It was one of the first items to go. I had a couple on the shelf, and we sold out.”
A platform that makes it easy to ask “why not?”
Morgan needed a way to accommodate this unexpected appetite for retail without drowning in vendor catalogs and minimum orders. Enter Faire’s wholesale marketplace, which she discovered through word of mouth.
“When I first started sourcing for Tuesday, I had heard about Faire and got really excited that there was an accessible and easy resource for me to find items that I loved and that I thought my customers would love.”
For someone new to retail—the platform’s simplicity when it came to discovery and ordering was crucial.
“As a first-time buyer, Faire made it really easy for me to find things that were really unique, that were handmade, and that would be really fun for our customers to buy.”
It was also reassuring to know they were getting the best value on the items they wanted to shop.
“As a small business, it’s been awesome to save money where we can. So free shipping and Insider discounts are a huge plus for us.”
And the real magic wasn’t in the trending products or the easy browsing. It was in what Faire made possible: freedom to be weird.
“Because Faire made it low-risk for us, we were able to try things like socks and Swedish candy,” says Morgan. “When we first started curating socks at the shop, it was cool to see how successful they were and how much we had to keep restocking.”
The low minimums and flexible payment terms meant they could test these outside-the-box ideas without betting the farm—or in this case, the coffee shop. No massive inventory investments. No storage nightmares. Just small bets on products that made Morgan happy.
And apparently, what made Morgan happy made everyone else happy too.
A coffee shop becomes a neighborhood essential
Something shifted when Tuesday Coffee became more than just a coffee shop.
“As the retail program grew at Tuesday, we began to see a stronger connection with our regular customers,” Morgan says. “They weren’t just coming in for coffee. Now, sometimes they’d come in because they needed help with a birthday or with a baby shower or a bridal shower.”
The real plot twist came with pantry items. “Something that was really fun for us was to see what our customers gravitated towards, and it was exciting when we started carrying pantry items to see a customer get a latte but also a gallon of olive oil,” Morgan says.
Andrew chimes in: “In the seasons that we hold a higher volume of pantry items, we for sure see our regulars coming in to us instead of local grocery stores.”
The financials tell the real story. During the holiday season at Tuesday, retail sales overshadowed what they were making from selling coffee.
“Adding retail to Tuesday has enabled us to grow far beyond what we thought we would and has given us financial stability we didn’t expect,” says Andrew.
Dreaming of more community … and more square footage
Now Andrea and Morgan are looking to the future and imagining all the possibilities that might come with a second storefront.
“When we do eventually expand Tuesday, the goal is to just continue offering what we do now, but with a bit more freedom of space for events and for expanding what we offer through our retail program,” Andrew explains.
It’s not about changing the formula. It’s about having room for more Swedish candy and the many other items that bring their community joy.
For Morgan, this whole journey has been affirming: “It felt really good to see the things that were flying off the shelves because it made me feel confident in my vision and the curation of the products that I loved.”
Her vision: If I like it, someone else probably will too.
“Shopping with Faire,” says Morgan, “created a reputation for our business as a unique place to find unique things.”
Tuesday Coffee is a retailer featured in our latest brand campaign, Find What’s Next. See how other shops are using Faire to find their next bestseller at faire.com/find-whats-next
