Today we’d like to introduce you to Carlos Ramos.
Hi Carlos, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today.
Born & raised Clevelander, my grandfather’s grew coffee on their farms in Puerto Rico. I feel it began my journey in having a distinct palate. I came from a successful career in advertising but was a victim of the 2010 recession. In 2016, I had the opportunity to buy the The Tea Lab from an old client of mine, where I had been a customer. I liked the idea, especially since there was so many coffeeshops around. I saw the potential to take this fledgling business. I felt that my background in retail, graphic design, marketing, and advertising would be an asset. Living in Lakewood for the past 30 years made me vested in our community. In the 8 years that I have owned the business, we have grown to carry 150+ teas & tisane, a wide variety of tea wares, and ship nationally. We have created over a dozen proprietary blends, and we now offer our products wholesale for some of the city’s finest restaurants, cafes, pubs, and coffee houses. The Tea Lab was voted best Tea Shop in Cleveland Magazine 3 years in a row.
Would you say it’s been a smooth road, and if not, what are some of the biggest challenges you’ve faced along the way?
There was a huge learning curve. I had a small budget, and I had to use any discretionary income for products, so I had nothing for marketing except my background. I had only 1 employee, but I had 2 stores. I had to work the one store, close it, and run to close the other store. After several months of hard work, I was able to hire another employee. My marketing had helped to grow the store, but demand started to exceed supply. I had launched a couple websites, but I needed to focus on one that focused on e-commerce. At the end of 2018, we launched our e-commerce site. At the beginning of 2019, COVID reared its ugly head, and Governor DeWine shut Ohio down, but we were able to stay open because we are a food business. Our e-commerce site took off. We offered locals in-store pickup and free shipping to compete with the big box stocks. Post-COVID, there was a cultural shift, and many people were working a hybrid schedule. Our downtown Cleveland store saw a loss of 60-70% loss in foot traffic. In February 2023, we close our location at the historic 5th Street Arcades. In 2023, our goal was to match the sales from the 2 stores with just 1 store, which we did. In 2024, we plan on switching our e-commerce platform & launch a revitalized site, expanding our brand nationally.
Alright, so let’s switch gears a bit and talk business. What should we know?
We are the largest purveyor of premium loose teas in Cleveland. We have created over a dozen proprietary blends, which we also sell in retail packaging to other retailers. We provide knowledgeable & personable customer service to all our customers. Many of our loyal employees have been without company for many years, so you can see a lot of familiar faces. How we stand out is we offer a large selection or teas, tisanes, and teawares. We have a display of smelling jars so you can smell the aroma before you buy. We freshly brew any flavor of tea for $3 a cup, and during the Summer, all iced teas are $2! The Tea Lab store is designed to be utilitarian in design, so all people are welcome. The store is simple, clean, and colorful, but most of all, welcoming. We are proud to have been voted to be the Best Tea Shop in Cleveland by Cleveland Magazine readers. We are even prouder to be the source of tea for Northeast Ohio and beyond.
Is there any advice you’d like to share with our readers who might just be starting out?
Believe in yourself. Have a vision. Prepare to budget for 3yrs before you are comfortable. Build slowly & methodically. Don’t be afraid to make mistakes. Seek out knowledgeable advice & support. Make sure you allow for R&R before you collapse. Slow to hire, quick to fire. Take the time to train your people well & treat them with respect. Listen to your customers, but trust your instinct. Support your community.
Contact Info:
- Website: tealabcle.com
- Instagram: @tealabcleveland
- Facebook: #tealabcleveland
