Hidden Gems: Meet Will Chacon of Luna Caffe

Today we’d like to introduce you to Will Chacon.

Hi Will, please kick things off for us with an introduction to yourself and your story. 
Originally, I was a drum teacher at a local music store (I was a full-time musician and instructor and graduated from UNCW in music), but the store was bought from a corporate company with high rent. I sought out space to continue teaching on my own and came across empty storefronts on Castle St in 2013 when many places were empty and foreclosed. Took a chance on a historic black commerce street and on a whim, decided to start a coffee shop in the front to serve the neighborhood and students’ parents while they were waiting during lessons. A one-year lease turned into many as we were so graciously welcomed in our community despite us not knowing what we were doing nor had any experience in the industry. I taught drum lessons in the back until Covid hit and all operations halted. We resumed the coffee shop with take-out only for a year while teaching indefinitely ended. The community carried us through the tough times and supported us as a small business. Meanwhile, I found a roaster and decided to learn to roast and take the shop in another direction during the height of covid. We now proudly supply our own beans and offer wholesale beans and cold brew to surrounding businesses. 

We all face challenges, but looking back, would you describe it as a relatively smooth road?
The beginning had its challenges but was in line with normal growth and learning. Covid created a curve ball as it did with all our fellow small businesses, and we certainly didn’t know if we were going to make it. With amazing staff and supportive community, we got through it and grew even more. Then an unexpected move a year ago was another challenge after being open for 9 years. The owners of the building requested us to move from our historic building to a retail space a couple doors down for them to make changes to the area. Despite our reluctance, the change allowed us to reinvent our look and space that we love! 

Thanks for sharing that. So, maybe next, you can tell us a bit more about your business.
We are a family-owned (wife and I) coffee shop that works hard at creating coffee beverages that are interesting and flavorful. We have grown from a shop that offered locally roasted beans to taking on the challenges of roasting our own beans and leaving a mark in our community. We are deeply invested in our community, welcoming artists and musicians, a safe place for adults with disabilities to meet and mingle, and are proud of our electric neighborhood. We are excited about expanding our coffee to other shops and cold brew to bars for cocktails. 

What would you say has been one of the most important lessons you’ve learned?
That we are all capable of evolving even if you didn’t know anything, people are out there wanting to help you, take risks (calculated ones), and people want to see you succeed. And eBay. eBay is a great place to get things! 

Contact Info:

• Website: lunacaffe.com
• Instagram: @lunacaffeilm
• Facebook: @lunacaffeilm
• Twitter: @lunacaffeilm
• Youtube: @lunacaffeilm

Image Credits
Logan Tudor