When you meet Jayna Jenson, you can’t be blamed if your first thought is, “Wow, so this is what a blonde Wonder Woman looks like.” She certainly carves an imposing figure with her piercing eyes and tempting curves. But then she smiles one of her genuine smiles, drawls, “Honey, how you doin’? What can I getcha?” and you’re silly putty in her hands.
Such is the way it goes with Jayna. For years she has drawn people in with her magnetism and snagged them with her kindness – now, she’s able to do this on a daily basis at her new Marigny coffee shop, St. Coffee at 2709 St. Claude Avenue. St. Coffee is unique from other neighborhood coffee shops as it has really become a crossroads for all of the neighbors in the area – Jayna has developed strong connections with people from many different walks of life and strives to make St. Coffee an inviting place for anyone to come in, chat a while, and enjoy a cup of coffee.
Jayna also deserves kudos for serving the strongest coffee outside of the northwest (using organic coffee from Oregon, no less) and offering an assortment of small bites made exclusively by small local bakeries and producers including Meltdown Popsicles, Sugarman’s Bagels, and Empanada Intifada.
So, how exactly does a twenty-something who’s new to town not only plant roots but flourish creatively and entrepreneurially? How does that same someone make such tight connections with so many people in the community? And, most importantly, how does that same someone get to be so gosh-darn cool? I thought I’d ask the expert herself:
C.S.: How did you end up in New Orleans?
J.J.: I came to New Orleans in August of 2005 following the storm, as one of the many volunteers providing support during the aftermath. I was back and forth between the NW (I’m originally from Boise, Idaho) throughout 2005/2006 and then decided to move permanently in April of 2006. The survival, hardship, and courage of the New Orleanians I met during that time changed me significantly, and I knew I couldn’t live anywhere else. Years later, my business partner and close friend, Alex Schutz, and I came up with the idea to invest our savings into something together, and St. Coffee was born, in January of 2011. We opened our doors to the public in May of 2011 and have been open seven days a week since.
C.S.: When did you know that New Orleans was “home”?
J.J.: I can’t remember an exact moment…I suppose I knew the Crescent City was home, the first time I left New Orleans to travel to the functional outside world right after the storm…I actually had longing, heartache pangs to go back. I missed the grit and the realness of the place…and on the other end I missed the passion, the celebration, the people. I had never felt that homesickness before with any other place.
C.S.: What makes St. Coffee unique, in your opinion? 
J.J.: Several things: our coffee (sourced from mostly single-origin, fairly traded/organic beans), our relaxed atmosphere, and the many St. Claude personalities that frequent the shop.
C.S.: What do you have to do to maintain that?
J.J.: The staff at St. Coffee is impeccable. Not only does every barista have their own flair at the espresso machine, but they are all so friendly and warm. The staff is what brings all of it together.
C.S.: What’s your favorite item on St. Coffee’s menu?
J.J.: Our espresso, easily, is a favorite. It’s called Trieste, from Portland Roasting out of Oregon…it pulls like ribbons of butter and tastes like a caramel treat, with a hearty roasted flavor. As far as pastries go, Dawn Snead at Shake Sugary makes savory scones for our case, some with sun-dried tomatoes, some with goat cheese. Delicious!
C.S.: If you could make a soundtrack for St. Coffee, what would be on it?
J.J.: The soundtrack changes with whomever is working…Joy Division, Rebirth Brass Band, Roxy Music, Lil’ Wayne, Talking Heads…throw in some reggae, blues, and WWOZ too.
C.S.: What is your favorite thing to do with a friend who comes to visit?
J.J.: I like a walk around the French Quarter as much as the next guy, but my favorite thing to do is blow their minds with bounce night at the St. Roch Tavern, with Martha Wood (one of New Orleans best bartenders) and DJ’s Rusty Lazer and Q…sweaty punks mashing together for hours to bounce hits…and then wake up the next morning, get Bloody Mary’s from the John, and go to a secondline. Always love to take friends uptown to Rebirth on Tuesday nights, too…I’ve never been let down at the Maple Leaf.
C.S.: Describe your personal style?
J.J.: I appreciate vintage like everyone else…especially Western wear, being that I’m from Idaho…give me anything Stetson, Filson, Sheplers, etc. and I will rock it. I especially love boots paired with crazy tights. Jewelry is a must…I recently purchased a vintage key necklace from Michelle at Krault Locksmiths on Magazine St. She has some amazing stuff there.
C.S.: What is your favorite item of clothing and where did it come from?
J.J.: I have an amazing silk floral kimono that I recently purchased from local designer/artist Calamity. It is electric sky blue with huge hot pink flowers.
C.S.: Who is your favorite New Orleans “character”?
J.J.: Easily Uncle Lionel from Treme Brass Band. Every time I feel like being lazy with my appearance…I imagine Uncle swaggering down Frenchmen Street and put something nice on. He is such a distinguished gentlemen…and an exceptionally talented musician to boot.
C.S.: What/who is your favorite New Orleans band/musician?
J.J.: Long list!…the usual suspects: Quintron & Miss Pussycat, Happy Talk, Ratty Scurvics, Vockah Redu & the Cru, Meschiya Lake, Preservation Hall (shout outs to Shannon Powell & Uncle Charlie Gabriel), Big Freedia and Mars.
C.S.: Julia Street or St. Claude?
J.J.: Easily, St. Claude. I live and work on the illustrious avenue…
C.S.: What is your favorite time of year – or event – in New Orleans?
J.J.: Whenever the sweet olive is blooming, and Carnival is alright too.
C.S.: Last but not least, as we prepare for the season: where and/or how do you like to celebrate New Years?
J.J.: Every year I find myself doing something different…this year as long as I’m around my loved ones as 2012 dawns, I’ll be celebratin’. The whole city lights up for New Years Eve…I can’t wait!
Caroline Stivers is a born-again Southerner and reformed Texan. After spending several years in the northeast freezing, forcing bland food down her gullet, and not saying “hello” to people on the street, she realized that she loves the sweaty summers, rich food, and friendly faces of the south. She is now a proud Bywater resident, busy renovating a money pit, working to get first-generation students into college, and pondering what to do with a recently obtained Arts Administration degree.
