Tracy de Chevron Villette & Axel de Chevron Villette shared their story and experiences with us recently and you can find our conversation below.
Tracy & Axel, a huge thanks to you for investing the time to share your wisdom with those who are seeking it. We think it’s so important for us to share stories with our neighbors, friends and community because knowledge multiples when we share with each other. Let’s jump in: What do you think is misunderstood about your business?
“Because my business is a coffee shop, people often have a romantic idea of what it’s like to run one — picturing cozy mornings, friendly conversations, and a relaxing atmosphere. Many assume it’s easy, low-stress, and all about making connections. In reality, it’s a demanding business that requires constant effort and resilience. Just like any other venture, it comes with hard work, painful moments, financial pressures, and challenges with hiring, staffing, and scheduling. It’s rewarding, but far from simple.”
Can you briefly introduce yourself and share what makes you or your brand unique?
“I’m Tracy de Chevron Villette, owner of The Clever Cup, a cozy neighborhood coffee shop in Sarasota, Florida. I opened it with the vision of creating more than just a place to grab coffee — I wanted a warm, welcoming space where people feel at home, connect with each other, and enjoy quality coffee made with care. What makes The Clever Cup unique is the atmosphere we’ve cultivated: it’s part community hub, part creative haven, where customers can relax, work, or be inspired.
I’ve lived in more than 10 countries, speak English, German, and French, and graduated with an art degree from the Surrey Institute of Art and Design in England. My husband, Axel de Chevron Villette, has been instrumental in helping create and support the business from the very beginning, and even our children occasionally work at the shop, making it truly a family effort. My journey into coffee wasn’t about chasing a trend — it was about building something meaningful and lasting. Right now, I’m focused on growing our community connections, introducing new specialty drinks, and continuing to make The Clever Cup a place where everyone feels they belong.”
Amazing, so let’s take a moment to go back in time. What breaks the bonds between people—and what restores them?
“To me, bonds break when understanding fades, when people stop truly listening to each other, or when visions no longer align. I learned that the hard way during Covid, when my coffee shop went through one of the most painful chapters in its history. One team member wanted to make a visible statement while at work, and I found myself torn — I deeply respected their right to self-expression, but I also felt a responsibility to keep The Clever Cup a warm, neutral space where every customer could feel equally welcome. At the very same time, one of my partners walked away from the business without warning, leaving me to shoulder the financial and emotional weight alone.
There were nights I lay awake wondering if I could keep the doors open, mornings when I questioned if all the sacrifice was worth it. But what restored me — and the business — was the unwavering support of my husband, Axel de Chevron Villette, the willingness to have open, sometimes uncomfortable conversations, and the incredible community that kept showing up for their coffee and for each other. Slowly, the trust returned, the team came together, and we rebuilt not just a shop, but the heart of a gathering place. Sometimes, it’s those small shared moments — a smile, a story, a cup of coffee passed across the counter — that knit people back together again.”
Was there ever a time you almost gave up?
“Yes — there was a time I almost walked away. Running a coffee shop can be deeply rewarding, but during one especially difficult period, I felt completely overwhelmed. The financial pressures, the staffing challenges, and the constant demands of the business left me exhausted. I remember thinking, Maybe it’s time to let go, maybe this isn’t worth it anymore. But with the encouragement of my husband, Axel, and the support of our children and loyal customers, I found the strength to push through. Looking back, I’m grateful I didn’t give up — because some of the best moments for The Clever Cup came after I nearly closed that chapter.”
So a lot of these questions go deep, but if you are open to it, we’ve got a few more questions that we’d love to get your take on. Whose ideas do you rely on most that aren’t your own?
“The person whose ideas I rely on most—beyond my own—is definitely my husband, Axel de Chevron Villette. He’s been my biggest supporter and sounding board from day one. Axel brings a different perspective, combining his business experience and creative insight to help solve problems and grow the coffee shop. Whether it’s strategy, operations, or just brainstorming new ideas, I know I can count on him to offer thoughtful, practical advice that often helps me see things in a new light.”
Before we go, we’d love to hear your thoughts on some longer-run, legacy type questions. What will you regret not doing?
“What I’ll regret not doing is spending more time painting and developing my art skills. Art has always been a big part of who I am, and while running the coffee shop is incredibly fulfilling, I sometimes wish I had more hours in the day to explore my creativity fully. Finding that balance between business and personal passion is something I hope to prioritize more in the future.”
Contact Info:
- Website: https://www.theclevercup.com/
- Instagram: @clevercupsrq
- Twitter: @axelsarasota
- Facebook: https://www.facebook.com/clevercupcoffee/
- Yelp: https://www.yelp.com/biz/the-clever-cup-coffee-shop-sarasota
Image Credits
Axel de Chevron Villette & Tracy de Chevron Villette
