When Emerald Olmos, 29, was asked to develop a business idea for a stress management course at Southern, she knew exactly what to do: a tea and coffee shop where customers could relax and find community.
“I grew up in West Haven without a lot of connections. My parents divorced when I was young, and I was terribly shy, so I spent a lot of time alone. I dreamed of a place where people felt welcome and immediately at home,” says Olmos, a native of Branford, Conn., who is now the co-owner with her husband of ERO Café in New Haven.
Olmos initially earned an associate degree from Gateway Community College, hoping to become a child psychologist. She transferred to Southern, still thinking psychology was in her future. But doubts crept in.
Olmos had been juggling full-time work and school since she was 16. “I made it work,” she says, crediting flexible bosses, teachers, and professors. That often meant spending the entire day working at appliance stores Hallock’s in New Haven or Aitoro in Norwalk, then rushing to a 5 p.m. psychology class at Southern. She paid her own way through school.
“I was used to being on my feet and active, so I started to wonder if a job where I just sat and listened was really the right choice for me,” she recalls. But with the idea of the café, everything clicked: she could meld her interests.
“My psych classes taught me how to connect with different personalities and make people feel comfortable,” she says. “Certain colors can sooth; wood floors make a place feel homey. If you go someplace that feels cold, even if you go every day, you won’t feel comfortable. I incorporated all that into my original plan,” she says.
Olmos also envisioned sourcing the best teas and coffees to provide a rich sensory experience. When she showed a draft of the plan to her husband, Elien, he told her it was more than a class project; it was a viable business.
Olmos graduated from Southern in December 2022 with a bachelor’s degree in interdisciplinary studies, with concentrations in psychology and public health (wellness). She kept working at Aitoro, stopping only after she gave birth to the couple’s son Elion in spring 2024. The family also includes Elien’s son, Ethan, 13. Through it all, the couple worked diligently to bring her vision to life.
An avid traveler, Olmos had a goal of visiting 30 countries before turning 30. Pre-baby, the couple did just that, looking at different shops around the world to see what did and didn’t work. That’s when they decided to focus on premium matcha. A finely ground powder made from specially grown and processed green tea leaves, matcha is known for its vibrant green color and slightly sweet, vegetal taste. It is considered a nutrient-rich beverage with potential health benefits, in large part due to its high concentration of antioxidants.
After Elion was born, they traveled to Japan to learn more. “We met some farmers, went to where the green tea fields are located. That’s where we get our matcha. We’re the only ones in Connecticut who import directly,” says Olmos.
ERO also features Turkish teas and a Vietnamese coffee called Morning Rounds, inspired by a doctor in the building who shared his mother’s recipe. Whenever possible, they also source local product, such as GIV Coffee (Canton, Conn.).
Between Olmos’ savings and Elien’s work in real estate, the couple had little difficulty raising capital. (Elien is also in the military.) Olmos signed the lease for the café in July 2024, and with help from Elien’s real estate contacts, fixed up the space quickly. ERO opened in December 2024 on Olive Street, near Wooster Square. (The name ERO highlights the initials of Elien, Elion, and Ethan.)
Community response has been overwhelmingly positive. In fact, ERO was voted the “Best Coffee Shop” in the New Haven Register’s “Best of New Haven” competition, announced in June. Customers appreciate the attention to detail and personal touches. Olmos knows most of her customers by name and remembers their usual orders. As one reviewer on Yelp wrote, “The staff and owners are so kind in helping us order and making sure we enjoyed our drinks. My friend and I both ordered the chai, and like the menu says, ‘Real chai, not the fake stuff you’re used to.’” Another added, “A great addition to our neighborhood.”
New Haven artist Cassie Crippes even offered to create an original art piece for the café. “She felt the café was somewhere that everybody is welcomed and felt cozy. What she drew reflected that,” says Olmos. In that spirit, she plans to host live-music performances eventually.
The Southern connection continues. After some Southern students visited and fell in love with the place, they encouraged a friend to apply for work. Fjolla Aliu (‘25) landed the job. “She is shy, like I was once,” says Olmos. “But I said, let’s work on that. In the same way that I want customers to feel comfortable here, I want that for my team as well.” Now, Aliu hangs out and does coursework at the café even when off the clock.
“We are very spiritual, and we give our thanks to God for all of this,” says Olmos. “It is that kind of inner peace that I am hoping to provide.”■
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