Elixr Coffee is new to Nashville, but their ownership has been establishing branches of the modern-yet-whimsical coffeeshop for over a decade. We caught up with Winston Justice, co-owner and former NFL player, for an Inside Look.
The idea for Elixr was born out of mission trips Winston Justice would go with his now Brother-in-Law and co-owner, Evan Inatome, when they were young. In every country they visited, there was a local coffee shop that served the community, where the locals got together and shared their experiences, shared their lives. The first Elixr location opened in Philadelphia, which is where they were living at the time. Elixr was one of the first third-wave coffee shops in Philadelphia. Now they’re here in Nashville, at Fitfh & Broadway with a second Nashville location on the way. Their long-term goal is to make it back to their hometown originally from – Long Beach, California.
The team at Elixr has benefitted from having both a finance and investment mindset (Justice is a VP and Financial Advisor at Alliance Bernstein) and a creative, entrepreneurial mindset that goes into each location. The interior design and marketing are done intentionally and go hand in hand. This advantage lends a refined finish to both their Fifth & Broadway location and the smaller cafe in the Lobby of the Alliance Bernstein building. Stepping inside Elixr feels like entering a space that would not be out of place in New York City or Los Angeles – it is bright and warm, balancing the use of millennial pink with natural wood and ample natural light.
The rise and importance of social media for small business is acknowledged here. While the space comes across as effortlessly chic, the trained eye will see how important implementing the design was to the financial projections for the bottom line. “This is a shop we did in our 30s, so it’s much different than the shops we designed in our 20s,” says Justice.
More importantly, Elixr is committed to providing high quality coffee. The team attributes their intentional (and perhaps gradual) growth to the importance of maintaining quality across their expansion goals. Not only are the beans and sourcing important, but the talent of the baristas in preparing the drinks. They have the highest-class roasters in Nashville making the Coffee for Elixr.
When asked about their vision, Justice shared: “We definitely want Elixr to be a place where the community gets together; where you can exchange ideas about life and create more family.” Altogether, Elixr is a space where good coffee can be enjoyed in an inspiring atmosphere. The familiar ritual of coffee is contextualized within excellent customer service and open, positive energy that is sure to attract creatives and entrepreneurs alike.
What to expect:
A bright, pleasing interior, delicious food, and high-quality coffee and teas. Elixr is easily accessible from your Downtown office for a mid-afternoon pick-me-up, or for a quick espresso after a classic Nashville brunch.
What to eat and drink:
Do not miss out on the Strawberry Oatmilk Matcha Latte, a seasonal option that’s perfect for the summer. As well as traditional coffee options, you can go caffeine free with their Green Protein smoothie. Another innovative option is the Pork Egg & Cheese Bao. You can also take home a bag of Elixr coffee to bring into your everyday ritual.
Location: Elixr Coffee
Photographer: Elle Danielle
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