Turning Passion into Profit: Renee Rubens and Symphony of Leaves Tea Company
Renee Rubens has turned her love for tea into a successful business. Before launching her company, Symphony of Leaves Tea Company, she was simply sharing premium tea with friends and clients. Now, her business earns between $15,000 and $30,000 a month, depending on the time of year.
Renee’s fascination with tea started during a trip to a specialty tea shop in San Francisco’s Chinatown, where she tasted authentic Chinese teas that were a world apart from the fruity tea bags available in stores. This experience ignited her passion, prompting her to regularly order teas from that shop. She started reading about tea, taking classes on its production, and connecting with fellow tea lovers dedicated to sourcing high-quality options globally.
After years in corporate media sales, a series of layoffs made Renee rethink her career path. The uncertainty surrounding her job led her to establish her tea business during the COVID-19 pandemic. Reflecting on her experience, she said, “Having gone through layoffs three times, I realized my previous job wasn’t a secure path toward retirement.”
From Gifts to a Thriving Business
Initially, Renee gifted tea to her friends and clients. As she expanded her knowledge, she saw an opportunity to share premium loose-leaf teas with a wider audience. She officially launched Symphony of Leaves with a website and a logo she created with her cousin’s assistance. The company focuses on sourcing its teas from small farmers worldwide.
Renee took a hands-on approach to her business, funding it herself without taking out loans. She believes in the idea of growing at a slow pace to avoid financial burdens, saying, “I kind of live by this motto of ‘grow slow so I don’t owe.’”
Adapting to Market Needs
While corporate gifts were an early focus for her company, Renee soon noticed that not all clients wanted to keep gifting tea year after year. To reach more individual customers, she revamped the company’s website, boosted her social media presence, and utilized software to find potential retail partners.
Her community has played a significant role in her success. As she shared in an interview, by being part of the European Specialty Tea Association and the Japanese Global Tea Association, she regularly meets tea producers and gains referrals, saying, “My community is HUGE and continues to expand.”
Navigating Challenges
Like any business, Renee has encountered challenges along the way. Increased tariffs have raised costs, and some small tea producers have stopped selling to the U.S. market. “Some teas that used to cost $100 or $150 per kilogram have become more expensive,” she noted, leading her to adjust her pricing and search for new suppliers.
She even faced losses on printed marketing materials featuring producers whose teas she could no longer obtain, emphasizing the need to manage costs and foster supplier relationships.
Educating and Engaging Customers
Beyond selling tea, Renee is committed to educating her customers. She offers masterclasses and creates informative content to explain the quality, origins, and production of tea. “It’s not just about what ends up in your cup; it’s about the journey it takes to get there,” she explained.
What started as a part-time commitment of 10 to 15 hours a week has grown into a full-time endeavor, now requiring about 30 to 35 hours of her time each week. Symphony of Leaves has become a testament to her hard work and passion, generating substantial monthly income while adapting to the evolving needs of her customers. Renee Rubens showcases how a personal passion, when nurtured and expanded, can lead to a thriving business.
