Meet the Founder of LOMLI, the Eco-Friendly Coffee Brand That'll Make Over Your Mornings
Welcome to Coffee Talk, a new series at The Pioneer Woman! We're chatting with food and beverage founders, personalities, and bloggers doing interesting things, and getting to know them better—but always diving in with their coffee order first. (Priorities!) It's fitting that first up, we're talking to Donna Kim, owner of LOMLI Coffee. Donna is a former editor-turned-founder who followed her passion (seriously, LOMLI is an acronym for Love of My Life Is...) and launched an eco-friendly steeped coffee company online last year during the pandemic—no small feat!
She wanted to share her love of getting the day off on the right foot with a cup of quick, delicious, strong coffee, but knew the time and cost hangups that come with that all too well. That's why Donna poured (pun intended) all of her effort into creating a steeped coffee company that packs plenty of flavor. You can have a cup ready in less than 10 minutes, which is great when you're traveling or don't have a minute to spare, and can steep in water overnight for an easy cold brew in the morning too. The brand is also eco-friendly—each packet is wrapped in recycled paper, and all of the insanely pretty, thoughtful packaging is compostable. The inks used for printing are non-toxic and water based. Plus, you can include cute accessories along with your coffee order. "The rose ice molds instantly turn any drink into something more special," Donna says. "You can add milk into the ice mold and pour an espresso or coffee over it...prepare to be mesmerized!"
Read on to find out about who inspires Donna, how she built her business, her go-to New York City restaurants, and more.
How do you take your coffee, and when?
I like to make a cup of hot coffee right when I wake up. It's my morning ritual. There's just something about the smell of hot coffee that iced coffee doesn't do for me. I add my favorite So Delicious coconut creamer, and sometimes I'll add Sakara Life metabolism powder if I'm feeling fancy.
I love to have an iced almond milk latte around 3 p.m, and a hot tea at night to wind down—either peppermint or Pu-erh tea, which is an herbal tea with fermented leaves that's traditionally from China. I don't know how people drink espresso drinks at night! I'm so excited to be coming out with a decaf version soon (more on that below!).
Are you a morning person?
No! Full stop. I've tried many times to be, but being a former journalist and editor, I was always up late writing. That's when it's quiet and I'm at my most creative. Also, being an entrepreneur means you make your own hours!
Who inspires you?
My dad has always inspired me because he's the most selfless person I know and has been such a rock. He's my biggest cheerleader and believes in what I want to do. He doesn't drink coffee but roots LOMLI on! My father being the age he is, and still working and loving what he does, gives me my drive. My mom also inspires me because she has a more relaxed energy, which I'm always awed by—maybe because I don't! She's very happy and loves her family. I'm very blessed to have a strong family that has my back and can help me put things into perspective.
When you were a kid, what did you want to be when you grew up?
I wanted to be an MTV VJ and a magazine journalist and interview musicians. But more than the occupation, I wanted to live in New York City. I grew up in California, but my real dream was to be a New Yorker. I never felt connected to being a California girl—I always felt out of place. The chill, relaxed vibe was not me.
I'd run home to watch TRL and see Times Square, and would read magazine mastheads, noticing that most of the offices were based in NYC. That's where I needed to be. I started young with Highlights, and then moved onto American Girl, giant issues of Elle, and a Korean fashion magazine called CéCi that my mom got. I got accepted to NYU for college, and I've now lived here for nearly 15 years.
Where did you get the idea to create LOMLI?
LOMLI was first inspired by busy, hardworking women in my life. I'm also inspired not just by coffee, but creating a brand that gives our daily necessities an extra something special. The process of making coffee can be tedious and confusing, including researching all the machines out there, clearing precious counter space, and so on. I wanted to create the perfect cup of coffee that tastes good right away. Instant coffee has always been a solution, but it's not so delicious, and I wanted to change that. LOMLI is a great gift for yourself, and others too.
When I launched, I didn't want to do so with a ton of flavors. I wanted to focus on perfecting my the first coffee blend, which is a full-bodied French roast, and is ethically sourced from farmers in Colombia. Decaf is only my second blend after almost a year of being in business, which was finally when I had enough data and feedback to start a new product. It's so hard to find a nice decaf instant coffee out there. I'm excited for the name of the blend, which is Rumi. It's my best friend's baby daughter's name. She's been breastfeeding and is trying to stay away from caffeine, so decaf is what she wants!
What was it like launching your business during the pandemic?
As you can imagine, it was incredibly nerve-wracking! Inadvertently, I became an entrepreneur later in my career, building clientele in consulting, digital and social marketing, and content strategy spaces. I had never built a tangible product and a digital storefront before, though. The whole process was hard but extremely exciting to do something different and challenging. I mapped out the shape I wanted my business to take, before I even wrote a business plan. I knew that if I did it in the reverse order, I'd bottleneck myself.
Then, I outlined tangible, realistic goals for myself. I thought, if I want to launch LOMLI, I want the product to sell itself and be able to know and target my audience. Also, I wanted to bring joy to their lives! I planned to launch on Valentine's Day, but with COVID-19 looming in the U.S., I didn’t feel comfortable with that date anymore, especially since I'm selling a perishable product. I saw so much support from friends and family that believe in me. There's no way I could have done this without them.
What’s your biggest takeaway for other small business founders who are starting out?
Do a lot of research and make sure you have a feasible, unique, and clear idea. Narrow down the focus, and have a hero product or idea—something that people remember you for. How are you going to stand out? Work below your means and budget accordingly. And then...go through with it! You won't learn unless you try. All of the fears and doubts are natural. See it through and learn along the way.
What’s a favorite recent purchase that makes your life easier/better?
I splurged and got myself a Sonos speaker system, since I listen to music and podcasts all day long at home. My little speakers weren't doing it for me anymore! It makes my apartment feel like a sanctuary. I’ve also been upgrading my skincare regime since I’m home all the time. I did a ton of research and bought this amazing facial toning device for at-home facials. It's so worth it.
What are you reading and listening to right now?
I've been reading Glennon Doyle's Untamed over and over lately, I highly recommend it. I also just purchased Scott Galloway's Post Corona: From Crisis to Opportunity and I can't wait to dive in. And for podcasts, I've been loving Add to Cart, which is hosted by Kulap Vilaysack and SuChin Pak.
What’s a recipe you can't wait to try?
I saw a video from the New York Times Cooking section for a French Onion Soup Galette with recipe developer Sue Li. It looks so amazing. I've been binge watching her videos and love what she makes.
What are a few local NYC restaurants you always turn to?
I have so many—it's impossible to just choose one. I really love food but I'm also a creature of habit. I don't really try too many restaurants because when I really like a place, I tend to want to go there consistently. I stick to some of my local neighborhood spots in the West Village. Cuba is absolutely one of my favorites. I've been eating there for about 13 years—get the ropa vieja. Tomoe Sushi is just heaven, I go to Saigon Shack for Vietnamese food, Minetta Tavern for the best burger and fries, and Raoul's for mussels. So much yumminess!
