Today we’d like to introduce you to Denisa Laskowski
Hi Denisa, so excited to have you with us today. What can you tell us about your story?
My love for coffee began as more than just an appreciation for a good cup, it was a fascination with the cultures, traditions, and craftsmanship behind it. Originally from Romania, I moved to the U.S. in 2004. Over the years, I gained a deep curiosity for the way coffee brings people together. Over those years, I traveled extensively, immersing myself in different coffee cultures, learning from artisans, and experiencing firsthand what makes a truly exceptional cup. Each place I visited deepened my understanding of not just the technical side of coffee, but the way it connects people across borders and what a beautiful art coffee can be.
White Box Roastery was born from that passion. I wanted to create a space where people didn’t have to travel halfway around the world or pay an outrageous price to experience high-quality coffee. Every decision—our meticulous sourcing, our brewing techniques, our service—was made with the intention of bringing those global experiences home. I believe that coffee should be more than just a morning routine; it should be an experience that transports you, tells a story, and fosters connection.
But getting here wasn’t a straight path. Before opening White Box, I started a marketing company with a partner—one that, in all honesty, didn’t work out the way I had envisioned. While it was a failure in a business sense, it was an invaluable lesson in branding, storytelling, and resilience. Those lessons became the foundation for how I built White Box, allowing me to craft not just a coffee shop, but a brand that stands for quality and experience.
That same dedication to quality and experience led me to launch Kinetic Matcha, my latest venture. Just as I had immersed myself in global coffee culture, I did the same with matcha, sourcing directly from Japan to ensure purity and authenticity. Kinetic Matcha is about more than just a product—it’s about honoring tradition while making high-quality matcha accessible, just as I’ve done with coffee at White Box.
Looking back, every success and every failure has played a role in shaping where I am today. White Box Roastery and Kinetic Matcha exist because of a relentless pursuit of quality, a passion for culture, and a belief that exceptional experiences shouldn’t be reserved for the few—they should be available to everyone.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
There have been plenty of struggles along the way, as there are with any business, but building White Box and Kinetic Matcha mostly from the ground up, self-funded and bootstrapped, has come with its own set of challenges. One of the first major hurdles was the unexpected buildout delays. What was supposed to be a straightforward process ended up taking nearly twice as long, which meant pushing back timelines, stretching budgets, and navigating months of uncertainty before we could even open our doors.
Beyond that, running multiple businesses on my own as a single mom of two means there’s never a moment where I can fully step away. I handle everything from operations to finances and marketing without external operational support. Managing an in-house marketing team has been both a necessity and a challenge, keeping up with branding, social media, and customer engagement while ensuring the shop and Kinetic Matcha stay on track requires constant juggling. And in an industry as competitive as coffee, standing out isn’t just about having a great product; it’s about creating an experience, maintaining quality, and continually innovating, all while being mindful of the financial realities of a self-funded business.
Staffing and training have been another challenge. Finding people who align with the vision and standard I’ve set for White Box takes time, and ensuring consistency as we grow is an ongoing effort. And of course, balancing all of this with being a mom is its own daily challenge, making sure I’m present for my girls while also being fully invested in the businesses I’ve built.
At the end of the day, these challenges have shaped me. They’ve taught me patience, adaptability, and the importance of staying true to my vision no matter what obstacles come up. It’s not easy, but I wouldn’t have it any other way.
Thanks – so what else should our readers know about White Box Roastery?
White Box Roastery is built on the idea that coffee should be an experience—one that’s rooted in quality, culture, and creativity. What sets us apart is not just that we exclusively serve single-origin beans (something most coffee shops upcharge for), but that every drink on our menu is intentionally crafted. A lot of what we serve is completely unique because I created these drinks based on my own knowledge and memories from growing up in Romania. You won’t find these flavor profiles anywhere else, and that’s what makes White Box special.
Beyond coffee, Kinetic Matcha was born out of the same commitment to authenticity and quality. I wanted to bring a matcha experience that didn’t cut corners, sourcing directly from Japan so people don’t have to travel or overpay for something pure and exceptional.
At the core of everything I do—whether it’s White Box, Kinetic Matcha, or future projects—is the belief that great coffee and tea should be accessible, exciting, and rooted in real craftsmanship. It’s not just about what’s in the cup; it’s about the story, the process, and the experience behind it.
The meaning behind our name (our brand) , though ive never actually told this story:
White Box Roastery is about stepping outside the comfort zone of the usual, predictable coffee experience.
The white box, symbolized by our logo, represents breaking free from the familiar four walls of the “same old” routine, where mass-produced, sugary drinks and burnt, cheap beans dominate.
We challenge that norm by offering something crafted with purpose, quality, and a fresh perspective.
Our drinks are designed to offer more than just a caffeine fix; they’re an invitation to explore new flavors and embrace an experience that goes beyond the ordinary.
At White Box, we’re all about redefining what coffee can be.
What were you like growing up?
I moved to the U.S. when I was 8, not knowing a word of English. I learned the language from a dictionary and eventually had speech teachers. Growing up in poverty in Romania, we learned the value of hard work early on. As soon as we arrived in the U.S.,(located about 30 minutes outside of st.louis. in franklin county to be exact and if you know, you know) but my family( my parents and 4 other siblings, myself being the middle child) began picking grapes to help support ourselves, waking up at 4 a.m. every day during the summer. It was a tough life—there were days when food was scarce, and we had to make do with very little.
My parents worked multiple jobs—often 2 or 3—to support us. I started my first real job at 14, juggling at least two jobs while attending school full-time, to keep out of trouble.(st.louis was not exactly the safest or most wholesome).
I never actually went to college, but I’ve always had a wandering spirit and a creative mind, loving activities like painting, photography, and music, as well as soccer and tennis. While I hated reading as a child and never quite grasped it, that’s something that’s changed over the years.
Contact Info:
- Website: https://whiteboxroastery.com
- Instagram: whiteboxroastery
- Other: email: whiteboxroastery@gmail.com
