kelseygalazz99
- Jun 19, 2022
- 3 min read

Crush Artisanal Drinks

MEET THE OWNER:

27-year-old Steve was working at a corporation in San Francisco and then COVID hit. He had to move to remote work which led him to moving out of California. He had visited parts of Idaho and Wyoming while traveling to the Grand Tetons and Yellowstone in the past. Steve expressed that while being in Rexburg, he grew accustomed the college town atmosphere and decided to plant some roots here for a bit.

Steve is also a graduate from Berkeley University and has always been interested in pursuing entrepreneurship experiences and career steps.

He explains, “Being at my university in California, there's coffee shops, drinks, tons of food, and anything fun within walking distance. Here in Rexburg, there is not much of that”

After meeting with some friends in the area, he uncovered that the city is kind of “untapped” for go to places to hangout, study, etc. other than the school itself.

Steve continued to study and brainstorm with his girlfriend ideas for a local student hub.

It was important for them to build a community around this store and have to have it be a place people know.

They eventually landed on a boba shop which they named Crush – Artisanal Drinks. It first opened in late October of 2021.

WHAT MAKES CRUSH UNIQUE?:

A boba shop itself is a unique and growing business, but Steve dove a little deeper and made it even more interesting by adding stationary merchandise to the store. Inside Crush, you can find notebooks, stickers, water bottles, jewelry, and even face masks! His goal was to make each customer’s experience inside the shop fun and different.

Crush even offers some Korean snacks in honor of Steve’s home country.

THE RECIPIES:

When I say Steve did everything on his own, I mean it! He was able to study and learn about boba recipes and ingredients and test them on the locals before opening,

“I think I had like maybe five drinks that I was like, I think these are good. I brought a bunch of my friends and their friends' friends, and we had a case testing event” (Steve).

THE CUTOMERS:

Steve is very aware of his customer and believes that each one is appreciative, helpful, and kind. When you visit Crush, you can tell the vibe and aesthetic is catering more towards women. Steve was able to share with me that the demand for boba was mainly found in women so that is why they wanted to make things more girly.

Crush’s slogan is “a feel-good drink store” and that is essentially how they want their customers to feel. To have good feelings while enjoying a good drink. They believe in that so much that if you do not enjoy the drink they make, they will be happy to offer to make you a new one.

SUPPORTING THE COMMUNITY:

One thing I loved about interviewing Crush’s founder and owner was his love for the community. He expressed that he supports all local businesses and promotes their business within his own by having their business cards out and available. He also allows musicians and bands to perform inside their shop.

OWNER’S GO TO DRINK:

Steve’s favorite is the White Peach Shaker as it has a unique taste. It has white peach and a citrus on the top. Then it's got strawberry popping Boba, it is a refreshing option.

Crush Artisanal Drinks

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