The downtown coffee shop, Do for Love, has just opened a second location in Cloche d’Or. Two years after launching their first coffee shop at Hamilius, we met with Ilies and Jordan, two of the three co-founders, to discuss business and coffee.
Comfortably settled in their new space, with a perfectly crafted latte by Jordan, co-partner and expert barista, our gaze falls on the minimalist and cozy décor. There are banquettes along the large bay windows, letting in the soft morning sunlight, a spacious counter where the baristas master the art of specialty coffee, and where customers are invited to sit on high stools. On the wall, a large artwork by artist David Soner, influenced by hip-hop, adds a colorful touch and contrasts with the otherwise simple and refined décor. The tone is set at Do for Love: a bubble of love and serenity where coffee is an art.
Did you always have a second location in mind, and especially so soon?
Since the launch of Do for Love almost two years ago, expanding within Luxembourg and eventually internationally once the brand is well established here, has been one of our stated goals. Three shops in Luxembourg within 3 or 4 years would be our ideal target. We’re already looking for a third location.
How did you choose this neighborhood?
The key factor for us is foot traffic. We also target neighborhoods where there’s a mix of residential areas and office buildings. In Cloche d’Or, there was a real lack of a coffee shop, even though there are many offices nearby. Since we’ve opened, we’ve started to see more foot traffic, especially in the mornings and around lunchtime with workers (especially from PWC) passing by.
The price of coffee has skyrocketed in recent months, how are you managing?
We’ve set ourselves the goal of not changing our prices, but this will only be possible if our roaster (Cime in Nantes) allows it. So far, that’s the case because they haven’t raised their prices much, and we’ve decided to cut into our margin rather than pass the price increase on to customers.
Has it been difficult to find new staff?
Not at all. We currently have 8 people across both shops, and we’re fortunate to receive CVs every week. It’s up to us to find the right person who combines technical skills with excellent interpersonal abilities. As employers, we try to do everything we can to ensure our employees feel good because customer experience is crucial, but so is employee experience to ensure good service.
Is this new Do for Love shop different from the first one?
We wanted to focus on offering even more personalized service, and the larger space definitely helps with that. We’ve installed high chairs at the counter to facilitate interactions without feeling rushed. The coffee machine, at the center of the counter, offering a full view of the coffee preparation process, also breaks the barrier with customers and adds intimacy. Unlike the Hamilius shop, which limits us in terms of layout, here we were able to install a beautiful display case to showcase our coffees, accessories, and also products we particularly love, like Macarons Boulay, which come from Boulay (the childhood town of Jordan and Vivian, the third co-founder).
Open Monday to Friday. Weekend openings are planned soon.
