“It tastes like choclolate strawberries.” “It’s kind of like sour cherries.” “It’s got a caramel aftertaste.”
This is how we describe coffee flavors to ourselves and to others, because we only know how to describe flavors by likening them to other flavors. We have the same conundrum with words. We define words that are new to us with words that are familiar to us. And, eventually what once was foreign now becomes familiar, and what is familiar now, was at one time foreign.
Why do we do this? Why are we keen on finding within our cups of coffee notes of jasmine and honeysuckle, fresh peach, and bergamot citrus oil, and [fill in the blank]? What gain is there for us in making these identifications?
May we suggest that these tiny discoveries found in that first sip of morning coffee adds depth to the coffee drinking experience. Just as the addition of words to our vocabulary increases our capacity to appreciate dialogue, literature, poetry, and movie scripts, the notes within a cup of coffee enriches not only the taste of the coffee, but the occasion and the people around the coffee drinking experience.
The more connections we make between the subtleties of notes that are available to us, the richer our coffee drinking experience becomes.
So, whether it’s walnuts, or bluberries, or lavender, or oranges, we want to make accessible to you the notes in great coffee which direct your attention to subtle currents of joy.
Tohm Ifergan, Dayglow Founder
Discover, as we discover.
Dayglow was born out of our love and curiosity of interesting coffee roasters, both internationally and domestically. As we discovered roasters we made their coffees available to our customers—first at our locations and then online.
As we made our coffees available online—both as single purchases and in subscription models—we didn’t want to be just another company pushing coffee. We wanted what we made available for purchase to be coffees that we enjoyed personally and served at our locations. We also wanted to democratize the coffee selection process. There are really great coffee roasters all over the globe. Some are well known with sexy branding and packaging, others not so much. Those distinctions are not what make for a great cup of coffee.
At a craft coffee store, your coffee selections are curated by the coffee experts and made based on notes. We see this website as an extention of that experience.
Our story.
New years day 2018. Our first day in business. I can recall our first customers, a young couple visiting from Paris staying in the airbnb upstairs. Fittingly a coffee from French roaster Belleville on the menu. They ordered a cappuccino. For them, likely another coffee from an unassuming cafe. For us, it was an unforgettable moment.
Philippe and I sought to open just a single cafe. As cousins we didn't know each other too well. Myself, a Mexican born native who spent most of his life touring in bands internationally. Philippe a creative with an entrepreneurial spirit like his father before him. He came to me with the idea of doing a coffee business. Something simple that could grow in the community it called home. Silver Lake was in many ways the perfect landing spot. A common ground for other foreigners to create small independent business in the outskirts of Downtown Los Angeles. It was there where we got our start, slinging coffees and shipping online orders around the world. Over time we realized we were building something special and started glowing in many ways. We're grateful to those who've been there from the start.
