"Commit to yourself and your dreams regardless of the obstacles you face" with Claire Sumadiwirya
Claire Sumadiwirya, the owner of Bellden Cafe, blends her passion for coffee and community through high-quality food and drink offerings, authentic community service, and charity efforts that give back to those in need. She utilizes her MBA in Accounting and Marketing, as well as a decade of professional experience in global entrepreneurship, to support her business and community-based efforts. Her love for others and coffee earned Bellden Cafe, “The Nicest Place in Washington,” by Reader’s Digest, as well as features in Good Morning America, The Seattle Times, and Eater Seattle.
Can you tell our readers about your background?
I was born in Shanghai, China then moved to Bellevue, Washington when I was twelve years old. I leaned on my community to learn English and grow accustomed to living in a new country. This inspired my desire to have a philanthropic focused business that supported my community. To prepare me as a leader, I studied business and sociology at the University of Washington and then pursued an MBA in Accounting and Marketing at Seattle University.
What inspired you to start your business?
After I graduated, I got married, had my first child, and took a consulting job in Shanghai. There, my son, Eiden, got so sick that he needed to be in the hospital for a long-term stay. In Shanghai at the time, there were no cafes inside hospitals, so caregivers had to bring food and drinks from home. My husband was working and my son was so small that I could not go home. A generous janitor recognized my need and started bringing me coffee and breakfast in the mornings from home. His thoughtfulness inspired me to launch not one but two cafes in the hospital in Shanghai. When my family returned to Bellevue, I had two more children in my arms and big dreams to bring a community-centered cafe to Main St.
Where is your business based?
Bellden Cafe graces 10527 Main St in Bellevue, WA, just East of Seattle. We validate parking in the garage below the building on 105th.
How did you start your business? What were the first steps you took?
When I moved back to the United States, I wanted to ensure that the hospitality I received in Shanghai would be available to the Bellevue community. I dreamed of a cafe that would become the den of Bellevue — a cozy community space where people could gather for a warm beverage and healthy food while getting to know each other. For members of our community who would not be able to make it into the space, Bellden Cafe would go to them by donating proceeds from specialty drinks, paying our employees to volunteer, and encouraging customers to participate in charity drives.
While I was creating this new dream, I spent a lot of time volunteering at a number of nonprofits. I wanted to get to know the teams and the people to ensure that they had a sustainable support model for the populations they served. I partnered with a number of nonprofits by evaluating their financial statements to ensure that they were operating in accordance with their values. Organizations that support local families and children, those experiencing homelessness, and those who were sick and in need of healing, inspired me most so I chose to partner with them.
When it came to executing my business model, I ran into a few challenges. As a brand new business, commercial real estate agents didn’t want to give me space. As an Asian woman, partnering with coffee roasters proved to be difficult. Often, they didn’t take me seriously.
These experiences of discrimination made me doubt myself, but I remained determined. My dreams were bigger than their bias. I kept searching and found a space and a great roaster who treated me with respect. I then shifted my focus to brand development and cafe design. Bellden Cafe’s logo is a silhouette of my little Eiden drinking a cup of cocoa to always remember the experience that motivated me to start this business.
What has been the most effective way of raising awareness for your business?
When I launched Bellden Cafe, I knew I was providing a unique offering to the local community. My coffee shop contributes not just great beverages, but also healthy food options alongside the usual sweet treats sold at cafes. The menu changes seasonally to keep customers excited about new food and beverages items.
Bellden’s commitment to community engagement encourages customers to contribute to their neighbors in need. This purpose-driven business model earned Bellden Cafe the Best Place in Washington by Reader’s Digest. Our work has attracted media attention from local outlets like Seattle Eater, The Seattle Times, Bellevue, and 425 Magazines, as well as national platforms like Good Morning America. Expanding public relations has helped raise awareness from local to national customer interest.
What have been your biggest challenges and how did you overcome them?
As a Chinese immigrant and female entrepreneur, I have encountered racism, sexism, and xenophobia in my daily business interactions. To overcome these challenges, I have stayed focused on my goals and asked for support from my family, my team, and my customers to create and sustain a safe and inspiring environment in the cafe.
How do you stay focused?
I set up weekly and monthly goals for myself to stay focused. However, I also reward myself by having some time off whenever the high-priority goals are achieved. Sometimes, I take a few hours to relax and for others I’ll spend a whole day all by myself. Finding the balance between work and life is very crucial for me to stay focused in the long run by preventing fatigue from overloading on tasks.
How do you differentiate your business from the competition?
When I began researching the market for coffee shops in Bellevue, I found that none of them offered healthy food options. Although pastries, sweets, and other treats were available for customers, nourishing alternatives like salads and smoothies were not on the menu. So, when I founded Bellevue Cafe, I knew it would be important to include a number of healthy breakfast and lunch options to pair with our delicious coffee.
Additionally, we have a philanthropic business model that supports local nonprofits. Through donating a portion of the proceeds on specialty drinks, paid employee volunteer hours, and customer participation in local charity drives, Bellden goes out to those in the community who cannot come into the cafe.
What has been your most effective marketing strategy to grow your business?
Since day one, I have always wanted to understand my customers’ needs so that Bellden Cafe can offer the same level of hospitality that I received in the hospital with my son so many years ago. Both in-person and virtual engagement have offered opportunities for connection with my customers. From organizing local events to creating a virtual community on social media, engaging local charities to participate in geolocation marketing, I have been able to get to know the needs of my customers and meet them with nourishing offerings.
What's your best piece of advice for aspiring and new entrepreneurs?
My leadership model is founded on four C’s: commitment, collaboration, compassion, and communication. Commit to yourself and your dreams regardless of the obstacles you face. Collaboration with your community for support in building your business. Cultivation of compassion to create a safe space in your environment. Lastly, the mastery of clear communication to resolve conflict with your team and commit to common goals.
What's your favorite app, blog, and book? Why?
I read the Harvard Business Review daily to stay connected with the business world, keep track of innovative ideas, and follow new industry trends.
What's your favorite business tool or resource? Why?
I really like Slack for team communication and productivity.
Who is your business role model? Why?
My business role model was my grandmother. Regardless of health challenges and social stigma, she pursued an education when society did not encourage the professional advancement of women. She learned to let her challenges motivate her success by becoming a heart-centered leader who trusted that things would work out for the best. My grandmother taught me that perceived limitations can inspire faster success.
How do you balance work and life?
Taking care of myself physically and mentally helps me to stay focused. As a single mom of three young kids, putting my own needs first has always been a priority for me so that I can appreciate life, work, and family more. It’s important that I always find time to take a day off so that I can have a mental break to be even more efficient and present to my team and customers when I return to work.
What’s your favorite way to decompress?
On a rainy Seattle day, I love reading and taking online classes for personal growth. When it’s sunny outside, I’ll go plant shopping or check out new restaurants and cafes in the area.
What do you have planned for the next six months?
I’m dreaming big for 2022! My charity partners and I have been planning new projects to support our community members. I’m hoping to launch a women’s empowerment initiative to assist immigrant women entrepreneurs as they begin their businesses. Lastly, I’m considering opening a second cafe!
How can our readers connect with you?
You can follow Bellden and me through our website, instagram, or LinkedIn.
https://www.facebook.com/belldencafe/
https://www.instagram.com/belldencafe/