In the world of entrepreneurship, some journeys begin by chance, leading to unexpected passions that reshape lives. For Renee Rubens, the founder of Symphony of Leaves Tea, a casual stroll through San Francisco’s Chinatown turned into a life-altering exploration of tea and its rich culture. What started as a simple curiosity about a quaint tea shop blossomed into a commitment to quality and ethical sourcing, reflecting her personal values in every cup. In this interview, Renee shares her inspiring journey, the challenges she faced along the way, and how her love for tea not only fuels her business but also enriches her life and community. Join us as we dive into her story, where passion meets purpose, and learn how Symphony of Leaves Tea is crafting a beautiful blend of connection, mindfulness, and responsibility.
- What inspired you to launch Symphony of Leaves Tea, and how does your mission reflect your personal values?
My tea journey started completely by happenstance. Years ago, while walking through Chinatown in San Francisco, I came across a quaint and well-tea appointed shop. Unaware that there was such a thing as a store dedicated to just teas, I wandered into the store just to check it out. The owner’s son approached me and casually asked me what type of tea I was looking for. There must have been a look of bewilderment on my face; because I was only aware of a few fruity tea bag options that I used to buy from the supermarket. He casually invited me to sit down and ask me about flavor preferences. He was kind enough to invest time in me by introducing me to a dozen Chinese teas. From that day on I was hooked on finely crafted, single estate teas.
From the east coast, I began to order and have their Chinese teas shipped to me regularly. Then I began buying books about tea and learning about varying grades of tea. I started taking classes to learn more about tea production. Along with classes came the opportunity to build my network of other tea enthusiasts, who were equally committed to sourcing premium quality teas from producers around the world.
One day it dawned on me, that the universality of tea contributed to it making a lovely gift. I began gifting it. Casually, I began giving thought to the possibility of leveraging what I learned and turning my passion into a business.
The business was launched with alignment to what I assign value to – a clean supply chain that delivers quality ingredients.
Symphony of Leaves Tea Co., is committed to sourcing teas from growers who:
grow responsibly,
harvest ethically,
pay equitably
- Can you share a personal experience or story that significantly influenced your decision to start this business?
For many years, I enjoyed selling media and I valued the experience of working in a corporate environment. In fact, I never had the desire to be either a small business owner, or an entrepreneur. High risk doesn’t entice me, so entrepreneurship is still not my goal.
While I loved selling media and thought I would do it forever, I began to grow weary with the uncertainty of experiencing and or watching layoffs. Having experienced layoffs 3 times during my career, I no longer saw what I was doing as a path to retirement. Being a small business owner is where I have landed and there is no turning back for me. I love it.
- What were the biggest challenges you faced when starting Symphony of Leaves Tea, and how did you overcome them?
Not knowing what I didn’t know. Having worked for different companies throughout my career, there were several constants, including human capital that was there to make sure that I didn’t fail. There was an expense account. There was a guaranteed paycheck on the first and the fifteenth. There was the insecurity of security.
Eventually, a mindshift had to occur for me, that included accepting that there was no expense account, no assistant, no manager and the onus was on me to learn how to use whatever resources I had to make my business successful.
Connecting with other small business owners, asking questions about their journeys and integrating the aspects of others successes into my strategy.
- How has your journey with Symphony of Leaves Tea affected your personal life and mental health?
Because I own a tea company, it’s the beverage that you drink when you want to relax and be mindful. Symphony of Leaves Tea Co. has helped me expand my network. When I meet people and share that I own a tea company, they are excited to learn more about it. They often want to know what prompted me to start the business. If their novices, they want to know what they should be drinking. If they are knowledgeable, they are excited to know that I may have an aged pu-erh or that I have a Taiwanese oolong. We are blessed to have something for everyone.
I can walk proudly and joyfully to be able share teas that are grown responsibly. Knowing my supply chain is a huge part of why this brand exists and I know that at a time, when there are multiple brands, that are not as conscientious, I am glad that we can set ourselves apart for companies that are solely driven by profitability.
- Can you describe a specific challenge you encountered with growing your distribution channels and how you addressed it?
Initially my focus was on corporate gifts. That was a solid approach for a while. I relied on it and saw it as the “only” path. Then I discovered that many of my clients didn’t want to give the same gift of tea for a 3rd or 4th year in a row. PIVOT. Hard pivot. I changed the website, made it more retail friendly. I started using social media more. I also identified software that would help me operate more efficiently, including a software that helps me identify retailers around the country. I just picked up 3 new retail partners.
- How do you ensure that your tea producers follow ethical and responsible practices throughout the supply chain?
As a member of the European Specialty Tea Association and the Japanese Global Tea Association, I meet producers regularly. Moreover, I have had the opportunity to meet many people in this industry. I get a lot of referrals. Additionally, one of my mentors works for the U.N. and part of her responsibility includes working with growers to ensure that they are meeting fair trade standards. Occasionally, I get to visit and am planning 2 trips during 2025 during first flush and second flush.
- In what ways has building your business impacted your sense of self and your personal growth?
I believe in myself in ways that I had never considered. Knowing that I can “do it” because I am doing it has been exhilarating.
Self-funding is the mother of necessity. I create ways for me to find either free or low cost resources to accomplish my objectives. Owning a small business also forces a certain discipline to meet what has been prioritized in the business plan. Structure, time management, nimble, quick thinking, resourcefulness are the must have tools I use daily.
- How do you stay motivated and committed to your mission during difficult times?
Although, I am driven by optimism, there are some days when I have breakdowns. Like any other professional sales role, there are times when you pitch a program -in this case tea – and while all indicators seem to suggest the project is going to be funded, the buyer contacts me or doesn’t, and the project is a no-go. I do post-mortems on deals that go through and deals that fall through to re-evaluate and assess the process I have in place and if I was connected to the right decision-makers. Pipelines matter. Projections matter.
Also, relationships matter. Every month, I host a tea event with other women who are entrepreneurs, small business owners and executives. It is our time when we have tea, far too much food and sweets. We laugh and show love for one another and remind one another that we are here to support one another to help one another grow to where we want to be. It was because of one of these intimate gatherings that I was connected with Usher’s team and was able to participate in his tea event.
- What role has community support played in the success and growth of Symphony of Leaves Tea?
My community is HUGE and continues to expand. I can’t begin to express how much gratitude I have for all that they do to support me. It is humbling. If one of them hears about an opportunity to present, my brand they are shouting my company name from the rafters. Television exposure, branding at events like Usher’s tea party, getting into new doors are just a few of the opportunities I have had as a direct result of my community support. Their support has yielded measurable results that have impacted on my bottom line.
- Can you share any strategies or routines that have helped you manage your well-being as a business owner?
As I was building the brand, I thought about brands that demonstrate inclusion, and share my values because those are the ones that I support. As I was building out mission statement, I thought about how I want Symphony of Leaves Tea Co. to show up. The combination of character, decency, inclusion and respect are my northstar. Those are the attributes that I apply every day to present my brand.
Before I check emails or think about what needs to be completed from the day before, I get moving in the morning by praying and relaxing on my deck with a cup of tea. When it gets too cold to sit outdoors, I get to sit by my fireplace, pray and drink a cup of tea and think about what needs to happen to make sure that I keep the brand in motion.
I work remotely and don’t have the same day to day experience of working with people in a large corporate setting. I have intentionally incorporated a daily walk around my neighborhood. Several times a month, gifting a tea box to another small business owners feeds my soul and I am reminded that I started this journey because I enjoy giving something to someone that aligns with my values and brings joy to the recipient.
- What advice would you offer to women who are considering starting their own businesses but are worried about potential challenges?
Find a mentor. Write a business plan that you use daily. Find all of the free technology tools. Build a diverse network. If your budget allows it, build an advisory board. If not, have monthly meetings with other people who are in the same stage of business development as you. Decide whether you want to me a small business owner or an entrepreneur. Accept that there will be MANY setbacks. If possible, try to self-finance. Pay yourself. If you have access to a university, collaborate with the university to work with interns. They can bring amazing ideas. If you have access to an innovation center, use it.
- How do you maintain your passion for your mission while dealing with the day-to-day demands of running a business?
It’s tea.
It’s the second most consumed beverage in the world. But yes, there are parts of the business that I don’t like. I outsource those things. I do not enjoy cost accounting. One of my besties is a CPA…so I leverage my relationships. Website management is also not my favorite activity. I have been blessed to work with 2 developers whose business ethos align with me.
- Can you tell us about a memorable interaction with a customer or partner that has positively impacted your business?
One of my “squad” was meeting with a television producer for a show. She pitched her idea and then pitched me. Within 2 weeks I was on 2 different television segments. At one segment, I met a young lady who shared contacts with me to connect with other television producers. I have a couple of upcoming segments.
- What self-care practices or activities do you find most helpful in balancing the demands of entrepreneurship with personal well-being?
Keep a hobby. For me it’s dancing. I love to dance. I don’t always have time to drive somewhere to take a class. I don’t always want to spend the money for classes. But, an internet connection is all I need. I put on old-school hip-hop and turn on a video. 30 minutes, calories burned and I get to reminisce about whatever I was doing in 1992 in Manhattan.
IG: @SymphonyofLeavestea
