Strong demand drives a Salinas coffee shop from home business to storefront in two years.

“Some ask me how I feel and I still can’t believe it. It feels like a dream I never want to wake up from.”

That’s how Jennifer Perez-Garcia describes the launch of Palomas Cafecito, the Salinas coffee shop she co-founded with her fiancé, Bryan Hernandez. What began as a series of pop-ups in 2024 that routinely sold out evolved into a home-based business with a devoted following. As demand continued to grow, a brick-and-mortar location seemed increasingly inevitable.

The speed of it all still catches Garcia off guard. “I don’t know how I got here so fast,” she says.

Yet the customers who watched it all unfold in real time are much less surprised – because they helped make it happen.

Since day one, followers have been part of the journey. They watched Perez-Garcia test her first drinks, celebrate milestones and navigate the challenges of building a business.

Garcia is just as likely to share a glimpse of her everyday life as she is her latest latte creation. She playfully shows off her #OOTD (outfit of the day) in one post and exhorts followers to “make time for yourself” as she sits in a park with a coffee drink and a book in another.

Followers witnessed the surprise proposal she received from her fiancé at her graduation celebration. They also heard the cheers as Garcia and her twin sister Janette finished the 2025 Monterey Bay Half Marathon holding the Mexican flag.

That openness has helped garner strong support for Palomas Cafecito. By the time it opened its doors at 1488 Constitution Blvd. in Salinas in May, many customers already felt invested in its success.

Yet, there is a gentle irony behind that massive popularity. Despite her love of coffee, Perez-Garcia has never been formally trained.

“I did try applying for coffee shops but I didn’t have any luck,” she says.

Had she been hired, she likely would have been trained to follow a standard handbook. Instead, she taught herself through experimentation, TikTok videos, and trial and error.

The result is a menu based on Mexican traditions and her personal taste. You won’t find a standard espresso, cortado, decaf or blended frappe on the menu. Instead, the bestsellers are the churro latte and cookie butter latte.

“I want a different take on coffee,” Perez-Garcia says. “I want to incorporate my culture.”

Her sister Janette supplies pastries through her company Jude’s Pastries and helps create house-made syrups.

The jump from home business to storefront has come with a steep learning curve involving payroll, equipment and layout design.

“I had an idea what it was going to be like, but to live it is completely different,” Perez-Garcia says.

When things become overwhelming, she looks to a reminder hanging on the cafe wall: “El sol sale para todos,” or “the sun rises for everyone.”

“My mom wanted to give us a better life, so she started her own business,” Perez-Garcia says. “When things were not going so well for her, she was always positive. During low seasons, she would repeat the quote as a reminder. I wanted to have a piece of her with me to remind me daily. She’s the reason why I started.”

Perez-Garcia grew up working in her parents’ food truck business from the age of 13. Her mother taught her customer service – “Make it a safe space, treat everyone equally,” Perez-Garcia recalls – while her father focused on creating an experience.

“He put speakers on to play Mexican music,” she says. “He put TVs outside so people were entertained.”

Perez-Garcia feels strongly about making time for yourself, noting her parents work every day with no days off. Growing up, that meant special occasions were often sacrificed for work. “That’s why I decided to have one day off so I can still enjoy my life,” she says.

While customers already wonder whether Palomas Cafecito will expand, Perez-Garcia’s goals are simpler.

“I want to plan a wedding, enjoy my marriage and have kids,” she says. “I don’t want to be an older mom. I want to be a young mom. I just want to settle in with the coffee shop and start life.”

True to character, she will break from tradition and redefine success on her own terms.