Deuces Coffee Is Creating a Culture of Belonging

When Richelle Labrusca and Hanna Ortega—the founding partners of specialty coffee space Deuces Coffee—decided to start a coffee shop, they were heavily involved in other traditional family businesses. “But we were really looking for something else to do,” says Labrusca. “Not necessarily to be profit-oriented, but to have something that was an expression of who we are.”

Deuces first opened up shop in the central business district of Legazpi Village, Makati City. In three years, Labrusca and Ortega, together with fellow founding partner Julie Terrei, brought to life three more shops across the Metro. Each one has their own distinct aesthetic and their own sets of regulars, but the Deuces “vibe” that people come for, stays the same.

You can get your coffee dressed up or dressed down, come in for a date with your partner or with your whole family in tow, stroll in with your kids in balance bikes or with your pets cradled in your arms.

Allure Philippines talks to Labrusca and Ortega about creating this culture of care and belonging—and how, at Deuces, however you show up, you’re welcome.

A: Your first shop in Perea displays a Pride flag. What made you decide to keep it up all year round?

Ortega: The first time we put up the Pride flag, it was Pride month. But when we realized, why do we need to take it down just because June was over?

Labrusca: Julie, our fellow founding partner, is an ally of the community. And we are part of it. It’s just one of those things that we think shouldn’t only be celebrated in June.

How did you create a safe space through Deuces? And how does this translate for your customers?

Labrusca: We teach our team to have a sense of open-mindedness toward people. It doesn’t matter how they’re dressed, whether they came in house clothes or in full cosplay, we always tell them: people are people. So when our team members see someone “different,” or someone just being themselves, they don’t ask questions. The number one thing in service is acceptance.

Ortega: Deuces apparently is a meet-up place among people who date online. I suppose it’s because the area is accessible, and it’s easy to exit. You’re out and you’re seen. So if you’re meeting a person for the first time, and you don’t want to stay longer, you can just go out, or our team can help you out if there are any problems.

Kieran Punay

As Deuces grew and the community rallied behind it, did you have a formula for making it connect with people?

Labrusca: We go by gut. We go by what feels right. Deuces is also a mix of personalities. I’m very impulsive, and Hanna is very grounded. That’s why we’re able to strike a balance.

Ortega: We’re also not scared. One of the first logo iterations of Deuces actually included a deck of cards. It’s because we’re risk-takers.

What is a guiding value or principle for Deuces?

Labrusca: People tend to forget this, but especially when you’re in business, it’s really a service: for people and by people. We try to make our team feel that at any given point, someone is going to be there for them. That’s why they have health and accident insurance, and their children are covered, too.

Because so much of what we do involves people, what we value the most are these connections we have with them. How people are seen and how people are heard—these are what are important to us.