From Architect to Entrepreneur: Interview with HER Founder First Sukpaiboon

First Sukpaiboon is the founder of HER (Haggerston Espresso Room) which she founded in 2011. Prior to starting her own business, First trained as an architect which encouraged her to become increasingly interested in user experience within a space. This, combined with First’s love and extensive knowledge of coffee, led her to create HER before expanding the business to include a further site and its first product which she launched in 2016 - HER Craft Instant Coffee - and which is now sold in multiple outlets including Selfridges. (This interview first appeared on the F = blog.)

Newnham: What were you like growing up? How would your family and friends have described you?

Sukpaiboon: I'm from a high achiever family and so it's been quite a pressure to be 'excellent' but my dad, who I grew up with, never really cared what I did as long as I was happy. When you're growing up with that environment, you just couldn't help but push yourself hard. So my teens were pretty straight and lots of study until university then I started to party loads! I had the best time in architecture school - we all worked very hard but partied even harder! My friends would say, "Just don't mess with First."

Newnham: What led to you to studying architecture?

Sukpaiboon: Following on from my previous answer, both my parents are engineers and I was determined to become one but I hated chemistry in high school and realised that I enjoyed drawing so architecture was a perfect combo between art and science. So to say, I had no idea what led me to architecture other than it was something I did best and interested me most at the time and, after five years in architecture school, I fell in love with it. It shaped me who I am today. 

Newnham: And what caused the subsequent move from architecture to founding your own coffee company?

Sukpaiboon: I enjoyed working in the creative and design space but also wanted to have a cafe as I was obsessed with good coffee. I worked part-time in a cafe on Brick Lane nearly ten years ago while studying and I only wanted to touch coffee machine and learn how to make coffee.

So setting up a coffee shop for me allowed me a creative platform where I could meet interesting talents through coffee. I offer a free space for local artists and designers to showcase their work and curate fun shows as well as events. It's been a great fun seven plus years since HER opened its doors. 

Newnham: What was the original vision for HER and how is it evolved since you started?

Sukpaiboon: The original vision for HER was to be a creative hub for locals in Haggerston, as well as a great hangout space where serving bad coffee was a sin. HER - as a cafe - has solidly maintained its vision however, HER as a brand has grown into a product - HER CRAFT INSTANT COFFEE. My vision now is for HER is to become an essential-lifestyle brand beyond just coffee.  

After five years running HER cafe, I spotted one thing that has been very frustrating for most coffee lovers which is brewing coffee at home. To achieve a good cup of coffee at home (cafe-quality), you need to start with at least a cafetiere and good speciality coffee - either beans or ground. And in order to make a good cup properly, so you won't ruin your lovely speciality coffee you've bought, you need to measure the dose of ground coffee (and if beans you will need a hand-grinder or electric grinder) then eyes on the brewing time with your timer... and this is the easiest brewing method? Are you bored yet? It is just so time consuming.

So many people out there just enjoy a great cup of coffee but have no time or simply just have no interest in the complicated process of speciality brewing methods. And why should they?? They usually end up going to artisan cafes to get their coffee and often compromise by drinking instant or Nespresso as they had no other choice... until now!  

And that's where HER - Craft Instant Coffee - concept was born. I want to make speciality coffee more accessible and offer a great coffee which everyone can enjoy anywhere. Simply add hot water or milk. 

The brewing method for HER is simple; using cold brew and the knowledge which is available everywhere. There is no secret. I only applied the method, which was invented in the 1600s, and I developed the HER recipe to fit with the modern lifestyle so that coffee lovers who are looking for an exceptional coffee that is both convenient and doesn't compromise on quality and flavour can now enjoy it at home.  

Newnham: You took on a lot of responsibility from product to positioning - how do you manage it all as a first-time founder and how did you grow the business out to having two sites and supplying Selfridges etc?

Sukpaiboon: I just get on with it, like most others do, I guess. I often start with asking myself first, 'Why would I do it?' 'What impact would it/I make?' It's fundamental for me to know why I do what I do/would do so I have a clear vision of what I want to achieve. Then I make a plan to achieve it.

Apart from all the skills you might need for your business, for me - I found management skills were also very important, especially when you're expanding. Knowing how to put the right people in the right place and supporting them to grow with you is very crucial. It's a lot easier when you started with just yourself but soon you're growing a team you need to manage them well... Very well. My aim now is to build a great culture for HER where my employees are happy to come to work everyday, my suppliers are happy and HER customers enjoy every single cup of their coffee. 

Newnham: What qualities do you think it takes to succeed and thrive? What can be learned and what is inherent do you think?

Sukpaiboon: Determination and the aim to contribute my part to the society I live in. The latter helps me thrive and want to do great things with great impact. Don't let fear take it away from you, whatever that might be. Nothing is right or wrong. You will make mistakes and you will learn a lot from the mistakes. When you're facing difficult times, give yourself space to think it through and don't beat yourself up. 

Failure is also a part of the journey. This is why the question 'Why am I doing this?' is very important to me. If I know why I do it then even if I don't make it, I know why I did. And I learn from it. Determination plays a big part here I'd say.

Newnham: Can you talk us through the fundraising process? How did it come about and what have you learned from it?

Sukpaiboon: I was very fortunate. The first day HER launched at Selfridges last summer, my now-investor invited me to their office after he tried HER coffee at the launch. Although, we spent nearly six months to get to know each other before I decided to take their investment. We all hear terrible stories about investors and founders and that was the last thing I wanted for HER. So spending time to understand your investor and who they are is important. Money is not always the answer.  

When it comes to raising funds, you want to work with someone who shares the same vision as you, not someone who is only expecting a big return especially with startups since it will take longer (at least 2-5 years before you start making profit). There is nothing worse than having investors who are the polar opposite to you.

Newnham: You are always looking to what is next. What is next for you and HER?

Sukpaiboon: Building HER to become a global brand and set up HER Club where we curate workshops/events like exploring coffee farm + yoga retreat, yoga in the morning before coffee cupping (tasting) experience later in the afternoon at a coffee farm where we source our HER coffee from. As well as ToGetHER with coffee producers where HER supports coffee farmers with new technology and knowledge so they are able to influence their coffee prices better. 

Newnham: And finally, if you could go back to the days pre-setting up HER, what advice – if any – would you offer a younger First?

Sukpaiboon: Look after yourself better physically and emotionally! Never give up yoga... even when you're busy! 

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