When Brian Martinez founded Suited Coffee Company, he was building a brand that grew from a personal place shaped by the desire to create something meaningful out of the simple ritual of drinking coffee. His road to Suited Coffee Co. began with a realization that meaning is found in creating something that reflects who you truly are. And for him, that realization was discovered in an Italian cafe.
In 2010, Martinez traveled to Italy, unaware that the trip would leave a permanent mark on his life. At the time, he was immersed in the fast-paced world of American business culture. Coffee, to him, was a quick morning necessity. But Italy’s coffee culture was different. Espresso was not rushed. People lingered at the bar, savoring the drink as much as the moment. The connection between beverage and human interaction struck him.
Fast forward to 2020. By then, Martinez had built a strong career in business strategy and finance. But while the numbers were impressive, the fulfillment was missing. When the Covid-19 pandemic brought the world to a halt, Martinez suddenly had the one thing his previous life rarely allowed: time. That stillness reflected back what mattered most. It was in that quiet space that Suited Coffee Co. began to take form. Martinez partnered with a skilled roaster and began learning the science of coffee, experimenting with beans and roasting profiles until he found flavors that he loved.
Every Suited Coffee Co. blend carries a piece of Martinez’s story. For example, the Executive Blend is a smooth profile with notes of milk chocolate, dried cherry, maple syrup, and vanilla, showing his appreciation for sophistication and balance. The Morning After Blend, made from beans sourced in Guatemala, Nicaragua, and Ethiopia, feels comfortable and familiar, reflecting the grounding we all crave after life’s unpredictability. And lastly, the Mindset Blend is made for clarity and focus. These are reflections of Martinez’s personal ambitions and hope.
While his finance expertise is the foundation of his business strategy, he makes room for more than margins and metrics. What sets him apart from many founders is his direct involvement in every detail of the brand, from sourcing beans to improving the customer experience. Suited Coffee Co. also places an emphasis on education. Martinez often shares brewing tips, explains the differences between Arabica and Robusta beans, and discusses how altitude and farming conditions influence flavor. His goal is to empower customers with knowledge, helping them make more informed and sustainable coffee choices.
Martinez’s commitment to sustainability is a personal standard. Every bean used by Suited Coffee Co. is 100% Arabica, sourced from farms that practice ethical labor and responsible agriculture. Roasting is done in small batches to minimize waste, and packaging is biodegradable and minimalist to reduce the brand’s carbon footprint. For Martinez, “ethically sourced” means knowing the land the coffee was grown on, the hands that farmed it, and the practices that shaped it. A trusted partnership with Suited Coffee’s roaster allows him to oversee every source. The result is coffee that meets high ethical standards with refined quality.
While Martinez pours his heart into Suited Coffee Company, he also knows the importance of stepping away. Travel is his therapy, whether exploring the beaches of Maui or skiing in Lake Tahoe, these moments allow him to reset. In this way, the Brian Martinez who once lived by deadlines now takes the time to breathe and observe. This balance between work and life is the soul of Suited Coffee, a brand created from the inside out that is as much about human connection as it is about flavor.
Martinez believes that a brand is inseparable from its founder. “Brand identity is, without question, the most important element when building a business from the ground up,” he says. “The beliefs, values, and standards I hold are woven into every detail.”
This is why he pays so much attention to how Suited Coffee Co. makes people feel. From the first sip to the eco-conscious packaging, every element is part of a deliberate experience. And with direct trade gaining momentum in the coffee industry, Martinez sees an exciting (and necessary) shift ahead. “More companies will need to be mindful of their environmental impact, from emissions to waste reduction,” he expresses. “At Suited Coffee, we’ve embraced small-batch roasting, not only for the quality it delivers but also because it allows us to be more conscious of our carbon footprint.”
For him, growth and quality run in parallel. When asked what guidance he would give to others looking to start their own venture, Martinez keeps it simple: “Never give up, and always return to your ‘why.’”
That “why” is what guided him from the espresso bars of Italy to a brand that now serves coffee lovers who value sustainability and flavor. It is what pushed him to leave behind convention and build something more personal. In the end, Suited Coffee Co. is a reflection of a man who chose to slow down and create something that nourishes its customers and its founder at the same time.
