NYC's Mercantile Mayhem: Impromptu Oval Coffee Tasting, Ferrane's Cardamom Aroma, Crypto Insanity, Face From the Past, Taiwanese Biz and Trademarking
A newsletter about the survival of independent businesses in New York City with a focus on immigrant-owned, storefront retail and CPG enterprises.
It’s been a crazy ten days. That’s all I’ll say.
OVAL COFFEE AT LOCAVORE
I visited The Locavore Variety Store last weekend to peruse the sidewalk sale. I was shooting the breeze with owner Caroline Weaver and the wonderful illustrator Meredith Lynne Miotke, and then along comes a very tall man who pulled a thermos, paper cups and lids out of his tote bag. It was Chris Alspach, the co-founder of Oval Coffee Roasters—which he roasts at none other than The Roasting Room by Buunni in the Bronx—and gave us all samples. It was delicious.
I went off on my usual rant about icky light roast coffee and he told me I was drinking light roast coffee. OK, so maybe I don’t detest light roast after all. I told him, as a compliment, it didn’t taste like light roast.
In any case, I highly recommend Oval Coffee, sold at Locavore. And while we’re in the Locavore realm, take a look at this excellent Instagram post by Weaver about about the 68 cents theory. If you are in the independent business world you will know about this 68% figure and find it interesting.
CARDAMOM-A-GO-GO AT FERRANE
I have looooove the Scando proliferation of cardamom buns in New York City. My Finnish grandmother made the most delicious pulla (a version of the cardamom bun/bread) so I grew up with the taste. In fact, it wasn’t until my adult life that I realized cardamom isn’t native to Scandinavian countries, it’s prevalent in the sweet rolls/breads/buns. According to various reports, cardamom, which is in fact native to what is now India, Bangladesh, Pakistan and Indonesia, originally arrived in Scandinavia via the Vikings’ pillaging and such, and/or through the Moors in Spain and northbound trade routes.
The minute I heard that Ferrane, a Swedish bakery, opened in Brooklyn Heights, I furiously peddled on over the bridge to sample their cardamom bun. Co-founders Salim Adira and Emon Maasho both grew up in Sweden, they sell other treats like Scando-style rye bread (the best rye, I mean, Finnish rye is in fact the best, but…) and plan to make Ferrane a neighborhood community bakery. In addition to the outstanding baked goods, Ferrane will offer classes for kids and donate to the One Love Community Fridge, among other community initiatives.
If the name Salim Adira rings a bell, it’s because he is one of the BonBon candy store co-founders. In fact, I interviewed the BonBon trio in 2019 when they had a hilarious “ice cream glove” initiative to raise money for Planned Parenthood.
Ferrane is located in the historic Hotel St. George building, you will be able to find it by following the cardamom aroma in the air. Read more about Ferrane in this Eater article by Andrea Strong.
CRYTPO BRO VILENESS IN NOBRO (NEW NEIGHBORHOOD NAME) TOWNHOUSE
I’m starting this section with a total side note quibble. In the last newsletter I wrote that it really irked me when journalists reported that the Elizabeth Street Garden is in Soho. I wrote that the neighborhood needs a new name. It’s not Soho, not really Little Italy anymore and it’s difficult to say NoLita without cringing. One of the names I suggested was NoBro (North of Broome), which now has extra meaning in light of the crypto bro torture case on Prince Street that made headlines here in New York City.
If you’ve been busy with other news—not like me and my neighbors who have been texting story links to each other with every new development—two crypto bros, John Woeltz who is worth $100 million and William Duplessie, tortured a former Italian colleague who flew in from Italy. The physical and psychological torture lasted for two and a half weeks in a townhouse that rents for $30K or $40K a month, in hopes of getting his crypto password to access his $30 million.
New sordid details are emerging, such as two NYPD cops who worked as their security, one cop even drove the unsuspecting Italian to the townhouse.
This case is a symbol of everything grotesque in current society. First, what kind of greedy goon worth $100 million needs more money? And tortures someone for their $30m? It’s reported that the two crypto bros spent $100K one night at a club called The Box. It’s so revolting when people are sleeping on the street, eating out of garbage cans. I hope at the very least they tipped The Box workers well and didn’t spend it all on bottle service.
This story is tangentially relevant to the survival of independent businesses. First, thank God I don’t cover these deranged crypto bros (it would be fun from a crime perspective, but not a business perspective). It’s the law of averages that there are unhinged independent business owners too, but for the most part the independent business owners I’ve covered are decent people, some are even decent people+. Many are socially conscious, creating positive impact through their businesses and/or investments. If you are an anti-capitalist and don’t believe me, write me and I will give you a long list of businesses.
I don’t have HBO so I’ll have to wait a bit, but I am so excited to watch Mountainhead written by Jesse Armstrong who created Succession. Mountainhead is a satire about the “tech right” oligarchs, I first learned about it from this essay by Michelle Goldberg [gift link] in The New York Times. The movie was inspired by the real Silicon tech founders and VCs, nearly all formerly Democrats, who embraced Trump, primarily for his stance on deregulating crypto and AI.
ALL SORTS OF SURPRISES IN THE NEWS—THE PUNISHER
In addition to the crypto bro torture townhouse in the neighborhood, a familiar name emerged during the incredibly distressing Sean “Puffy” Combs criminal trial: Sharay Hayes aka "The Punisher”. I interviewed Hayes years ago for a story I wrote for the New York Times about men who strip for women at an establishment called Hunk-O-Mania. Hayes was warm, forthright and kind.
I attended multiple Hunk-O-Mania shows, which were hilarious (rated PG, no full frontal, popular with bridal showers, divorce parties) interviewed guests, performers, the owner Armand Peri and took photos. I also interviewed sociologists about men who strip for women, but sadly the story was delayed because COVID hit and the shows stopped for a period. Ultimately, the story was spiked, but you can read the story and see photos on my website.
I was shocked to see one of those courtroom sketches of Hayes on the BBC website last week. It turns out Hayes was hired by Combs and/or his girlfriend at the time, a story some might find disturbing, apparently Combs sat in a corner wearing a veil during encounters that I’ll be vague about here. And in true entrepreneurial spirit, while on the stand Hayes plugged his new book about ED called In Search of Freezer Meat, causing quite a stir. Hayes has appeared on several networks since.
TAIWANESE SMALL BIZ
I find some of the most interesting independent businesses lurking around festivals, fairs and one off pop-ups around the city. I found several businesses at the Passport to Taiwan Festival last weekend (I knew Yun Hai Taiwanese Pantry would be there—I needed my dried green mango fix).
In addition to Yun Hai’s fantastic dried fruit (I mean, you think, how good can dried fruit be? Try Yun Hai’s!) and jams imported from Taiwan, it sells the Tatung electric steamer, which everyone swears by (I still use ye ol’ saucepan and stovetop method, maybe one day I’ll get with the steamer program).
Other businesses included the fabulous Mumu Bath where I bought a bar of heavenly Yuzu Eucalyptus soap. My horizons are currently being expanded with Bang Tea (present tense, I’ve been sipping and savoring) a Taiwanese Oolong that has the most unusual flavor that I swear has a touch of nuttiness. I loved the a/c space cotton clothing designed by Angie Chung (a weeeeee bit out of my price range) and the glossy ceramic chop stick holders imported by Mogutable from Mino Province, Japan.
HOW AND WHEN TO TRADEMARK A BUSINESS NAME?
Ever since I wrote about the Momofuku chili crunch trademark melee, I have been made aware of many trademark issues among brands. Some of the cases seem absolutely ridiculous to me, seemingly one big company out lawyering a smaller brand for a similar name but a totally different product, or such a common name/word it seems that no one would be able to claim it. Other cases seem like somewhat legitimate cases of copying.
There are so many free events and resources geared for people in the beginning stages of launching a small business in New York City. I stopped by a Bubble Goods event at Shopify in Soho last week where Bread & Butter Law gave a short talk about trademarking, primarily in the context of CPG (consumer product goods) businesses.
Bread & Butter is comprised of lawyer Nicole Swartz (who previously owned a CPG company and once received a cease and desist letter) and brand strategist Kelly Bennett. They talked about at what point an emerging brand should start to consider the rather lengthy, bureaucratic and costly process of trademarking a name and the repercussions of not doing so. Since I suffer from FOF (fear of forms) I would likely never trademark a brand or do something smart like that, but I hope those who own brands take it into consideration. Trademark legal battles are nasty, pricey and scary.
FREE WORKSHOP: PARSING OUT PREDATORY LENDERS FROM SAFE LENDERS
On June 10, 12 noon ET, the marvelous Lindsey Vigoda of Small Business Majority (yes, one of Mercantile Mayhem’s fabulous sponsors) will lead a free online workshop about safe money lenders vs predatory. There are many investment or loan options available for entrepreneurs, this workshop will go over those options and let you know how to spot and avoid predatory, high-interest lenders. More information and to register click here.
FROM BEIRUT, WITH LOVE
I did more lurking at the From Beirut, With Love event this past Saturday at Our Lady of Lebanon Maronite Cathedral in Brooklyn Heights. There were all sorts of exquisite independent businesses, but I’ll cover it in the next newsletter. For now, I’ll leave you with this photo of Sahadi’s classic manoushe (manakeesh).
NYC IMMIGRANT SMALL BUSINESS HUB
More programs and workshops for those looking into launching a small business, from food vending to landscaping. Accompany Capital (yes, one of Mercantile Mayhem’s wonderful sponsors) in conjunction with Asian Americans for Equality, Renaissance and BOC Capital have a small business hub. They help with all sorts of early steps to launch a small business, even with a chance to apply for a $2,500 micro-loan. Email Tshering Gurung at tgurung@accompany capital.org for more information.
🎶🎵🎶 IF I KNEW YOU WERE COMING, I’D HAVE BAKED A CAKE… 🎵🎶🎵
These four New York City establishments make glorious cakes with Filipino, Dominican, Vietnamese, French and US roots. Cakes of New York is the latest The World at Your Fingertips series I’m working on with Accompany Capital, look at Accompany Capital’s Facebook post for more photos and information.
If you are local or plan on visiting NYC, I guarantee you will love these bakeries’ cakes: Purple Dough in Woodside, Queens, specializes in ube creations as well as other flavors. If you like tres leches cakes, sprint, don’t crawl to Sweets & Things in Cypress Hills, Brooklyn. A classic since the 1970s Eileen’s Cheesecake in Little Italy/Soho, now run by Eileen’s two daughters. Bánh by Lauren in Chinatown specializes in Vietnamese-French-American treats, from pandan coconut chiffon cake to chocolate chip cookies.
THE NEW ERA OF FRANCHISING
I’m delighted to sit on a panel tomorrow, June 3, for a WeFranch event in New York City. Anyone who is interested in franchising can attend, link is here. You might associate the usual businesses like Subway or Chik-Fil-A (they will be in attendance tomorrow) when you think of franchising, but WeFranch is bringing new, innovative types of businesses into franchising. See & Be Kitchen, for example, is an Upstate bakery and has an “Ace Hardware “ approach to their franchising. Tomorrow I will grill (not really, we’re merely asking questions) four companies about franchising: Chik-fil-A, Area 2 Farms, Bambu and Authority Brands (of JunkLuggers and DoodyCalls fame). Maybe I will see you there!
PS If you have questions you want me to ask—social, financial, environmental—please email them to ninarobertsnyc@gmail.com or reply to this email.
Thank you to Mercantile Mayhem’s sponsor Accompany Capital. Based in New York City, Accompany Capital, a CDFI, helps immigrants and refugees with loans and financial services. Please read about it here.
Thank you to Small Business Majority, Mercantile Mayhem’s sponsor. SBM supports and empowers small businesses across the US with a focus on public policy. Please read about SBM here.
WOULD YOU LIKE TO SPONSOR MERCANTILE MAYHEM?
Yes, I am still looking for one additional sponsor, three in total, the individuals, businesses, organizations or foundations that believe independent businesses in New York City need to survive. Do you want a city full of just Chipotles, Starbucks and bank ATMs? Do you value the character that independent businesses bring to New York City?
If you would like to know sponsorship rates and newsletter stats (open rates and such) please email me: ninarobertsnyc@gmail.com and I’ll send you the details. Please forward this newsletter to others.
OPPORTUNITIES
Immigrant fashion designers, fabric and material innovators, tech/sustainability/environmental designers, makeup artists, hair stylists, fashion/design-centric writers, researchers, stylists, curators, could be eligible to win a $50,000 Vilcek Prize for Creative Promise. Six winners in total. Click here for details, application due June 9, 2025.
The Future Co Accelerator is accepting applications for Cohort 2, this is for businesses in the food & agriculture, health, wellness and “consciousness” sectors, click here for details. Deadline is June 16, 2025.
Brooklyn’s PowerUp Business Plan Competition is back! The Brooklyn Public Library holds an annual business plan competition for those living in Brooklyn or planning to launch a business in the fine borough. First place wins $20,000, second place $10,000, third place $5,000. Apply here, deadline is June 8, 2025.
WomensNet offers a number of grants to women-owned businesses on a rolling basis, peruse grant information here.
The grant cycle is open! Small businesses in New York City could win a micro grant up to $5,000 through CitizensNYC. Deadline is July 25, 2025.
NYC Boss Up Veterans, planning ahead… pitch competition applications for entrepreneurs who are veterans of the US military will be open July 1, 2025. Children, siblings, spouses or parents of a Gold Star Family, or military spouses, are also eligible. Winners will receive a grant of $20,000. Applications close September 15, 2025, click here for more information.
Hey! I saw your post pop up on my homepage and wanted to show some support. If you get a chance, I’d really appreciate a little love on my latest newsletter too always happy to boost each other!
looks so yummy!