How did this place come about and what made it different from the start?
La Helena started in a three-by-two-meter space. Only I and two other people could fit in front. Despite the spatial limitations, it was a place that felt cozy for anyone who dared to try the different coffees.
There were no nearby projects offering coffees from other parts of Mexico, and that seemed like a huge challenge. I didn’t know if the neighborhood would take it well, but the goal was clear: to create a decentralized project and build a community. I can happily say we’ve been welcomed with open arms, and that’s incredibly positive.
What part of the day, space, or creative process do those who work here enjoy the most?
What we enjoy most in this process is interacting with people. Whether someone comes with good news or, on the contrary, with a bad situation, we try to give them a pleasant little moment. Being able to connect with those who come for coffee or a pastry is something very valuable.
If someone is coming in for the first time, what should they not miss?
Without a doubt, the first recommendation for someone new is a honey latte, a banana loaf, or a chicken focaccia. Those three options have been with us since the beginning. And I almost forgot—our NY-style cookie is our best-kept secret.
What has been an interesting challenge that has made you rethink something about the project?
The biggest challenge was before opening. In the area there were no specialty coffee bars, and that raised many doubts for us about why there weren’t any or why no one had tried. We didn’t know whether our community would be interested or not. To this day, if someone comes in and orders a coffee, we always wait for their reaction. Our job is to prepare the little coffee that helps people start their day on the right foot.
What influence, idea, or reference continues to shape the way you work today?
What keeps La Helena moving is our community. All those people who arrived as customers and have now made us part of their lives. Basically, we started a new family. Over time we’ve watched people grow: new couples, heartbreaks, expanding families, birthdays, etc. That’s definitely what drives this project. Gossip moves us all, but sharing good gossip with coffee and a new family is even better.
What place, project, or person has inspired you recently and why?
The Secret Life of Walter Mitty is the project that inspires us. That movie teaches you to enjoy the “here and now.” It’s always good to think about the future, but you should never forget to enjoy the journey, because that’s where the best moments happen.
If your space could invite someone to collaborate for a day, who would it be and what would you do together?
If I had the chance to invite and collaborate with someone, it would definitely be my grandmother Neftalí. What dish would she make? Chipotle meatballs. Easy! In that moment I wouldn’t think about coffee at all, I’d just enjoy being with her a little longer.
Is there an object, corner or detail of the place that has a story that few people know?
Our first collaboration with an artist was with a friend’s daughter. She liked making figures with modeling clay, and once she sold us her most valuable piece: a tiny Poké Ball about three centimeters tall, inside of which lives a mini Pikachu. You could say that’s La Helena’s easter egg . As an extra detail, there’s not a single day when "Careless Whisper" by George Michaeldoesn’t play. It usually comes on when I’m calibrating.
If this project were a city, a book, or a record, which would it be and why?
Without a doubt, La Helena would be Sound & Color Deluxe Edition from Alabama Shakes. Those nearly three years can be summed up there. I like to see the project as a Netflix series that keeps getting renewed for more seasons. We’ve lived romances, heartbreaks, friendships, happy moments, and difficult ones too. It’s a love letter of coffee with emotions worn on our sleeves. I’d like to thank all our friends, Gerardo Tejeda for the photos and Aragon Valley for continuing to drink our coffee. Love you all.
Answers by Carlos Alejandro Totozintle Pérez, CEO of La Helena
