From vlogs to lattes: The birth of Chamberlain Coffee
In 2020, Chamberlain saw an opportunity—her audience wasn’t just watching her coffee-making routines; they were obsessed with them. Recognising this enthusiasm, she launched Chamberlain Coffee, a brand that aimed to blend fun with quality.
However, the journey wasn’t seamless. Emma admitted that the initial iteration of Chamberlain Coffee lacked personality. Recognising the need for a stronger brand identity, she relaunched in 2021 with a fresh, vibrant approach—one that instantly resonated with her audience.
What makes Chamberlain Coffee stand out?
Emma’s love for coffee isn’t a passing trend—it’s a core part of her lifestyle, and Chamberlain Coffee reflects that. Each blend features quirky animal-themed packaging—red elephants, yellow bunnies, and a green alligator for matcha—creating an aesthetic that speaks directly to her Gen Z fanbase.
Beyond branding, the company emphasises sustainability, using ethically sourced beans and educating consumers about the coffee-making process. Chamberlain Coffee isn’t just selling beverages; it’s fostering a coffee culture.
The marketing strategy: Leveraging a personal brand
Chamberlain’s marketing is as strong as her cold brew. With over 15 million followers across Instagram, YouTube, TikTok, and X, her personal brand fuels the company’s success.
Chamberlain Coffee’s TikTok account posts engaging content—Emma’s favourite coffee recipes, behind-the-scenes glimpses, and coffee tips. Meanwhile, her YouTube videos, such as “Coffee 101” and “Matcha 101,” add an educational angle, blending entertainment with value.
The brand also thrives on limited-edition releases, from seasonal blends to Valentine’s Day collections. The Artist Series, featuring coffee bags designed by emerging artists, combines coffee with creativity—further cementing its appeal.
The secret ingredient: community engagement
What sets Chamberlain Coffee apart is its connection with fans. Emma didn’t just create a business; she built a community. Through Club Chamberlain, an influencer-driven programme, fans can promote the brand and earn exclusive rewards. This user-generated model fosters organic growth and strengthens brand loyalty.
A $20 million business
What began as a passion project is now a growing enterprise. Chamberlain Coffee offers over 100 products, spanning coffee blends, matcha, and accessories. It has expanded into 8,500 retailers across the US, including Target, Walmart, and Sprouts. By 2022, the brand had reportedly generated $20 million in revenue.
As Women’s Day approaches, Chamberlain’s entrepreneurial journey stands as a testament to innovation and adaptability. Without a business degree or corporate background, she has built a thriving brand through passion, creativity, and a deep connection with her audience—proving that influence, when paired with authenticity, can be a powerful business tool.
