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Hypnocoffee, Sweet Shop join forces

By Staff | Aug 19, 2011

Barista Shane Harris tests out new espresso machine in the bakery. Hypnocoffee now serves its specially brewed coffee at its Sweet Shop Bakery location. (Chronicle photo by Kelly Cambrel)

By Kelly Cambrel / Chronicle Staff

This week local coffee roastery Hypnocoffee began what owner Tony William’s described as a “symbiotic relationship” with the Sweet Shop Bakery.

According to Williams, Hypnocoffee reached an agreement the Sweet Shop to install an espresso and coffee bar at the bakery’s counter, staffed and managed by Hypno.

The coffee bar will serve Hypnocoffee’s own drink recipes using its traditional hand-brewed method.

Williams, who set up shop in Shepherdstown a little over a year ago with his wife Summer, explained that the sale of drinks on site evolved out of customer request.

“They wanted it, so we gave it to them,” Williams said.

This year Hypnocoffee expanded from primarily selling bagged coffee beans to preparing and selling specialty drinks.

According to Williams, operating a small coffee shop and roastery inside the South King Street space became tricky.

“It’s just kind of a small space,” he said.

Williams said the decision to partner with the bakery resulted from his desire to provide a more visible retail front for the small roastery.

He also said that the relocation of the business’ retail operation will allow him an opportunity to concentrate primarily on roasting beans to supply a growing list of clients

“This will just be a roasting facility,” he said of the South King Street location. Hypnocoffee now provides coffee to Bistro112, Blue Moon Cafe, Thomas Shepherd Inn, Good Natured Cafe in Martinsburg, For the Love of Children in Harpers Ferry and, most recently, Shepherd University.

According to Williams, Hypno will begin providing specialty coffee in the Shepherd Student Center’s Fireside Bistro when school begins next week. “We wanted that business. We’re very happy,” he said. The Hypno location at the Sweet Shop will sell coffee by the bag, specialty drinks, espresso and espresso mixed drinks as well as “coffee gear” like grinders and presses.

Williams said he hopes the Sweet Shop/Hypnocoffee partnership will be mutually beneficial, adding to the customer base of both businesses.

Though the retail aspect of Hypno will be centered in the Sweet Shop, the old Hypno store will continue to open its doors for Shepherdstown’s Farmer’s Market on Sundays to hold tastings and sell coffee by the bag.

“That’s really how we got started,” Williams said.

More information about Hyponcoffee can be found by visiting www.hypnocoffee.com.