Steeped in Warmth

Entrepreneurial duo cultivates eco-friendly mercantile, coffee shop and lounge in the heart of downtown Longmont

By Kalene McCort

Since November 2024, Juniper Goods has provided customers with an inviting space to savor local coffee, inventive non-alcoholic cocktails and community. Formerly basic office space, the remodeled digs have been transformed into a serene and stimulating den of baked goods, artisanal wares, sustainable clothing and connection. From the bright white exterior to the touches of vibrant greenery and exposed brick throughout, each well-curated corner exudes a vibe Longmont has been craving.

More than just a spot to grab a Sanctuary Chai latte, the cafe and retailer has quickly become a town square of sorts, drawing in regulars eager to support a local women-run venture rooted in inclusion. From weekly knitting circles to a live music series, the environment has proven conducive to a variety of unexpected collaborations. 

“I’ve been wanting to have my own space for over 20 years,” says operating partner Emily Luebcke, who grew up in Boulder and has shaped Front Range boutiques and brands throughout the decades as a merchandiser, buyer and stylist. Her vision of an elevated coffeehouse meets sought-out retailer percolates in a space on 4th Avenue off Main that Luebcke knew was perfect the minute she saw images of the interior online.

“We are the 2024 version of a female-run ‘Cheers’ bar,” jokes investing partner Sharon Gee, a seasoned sales and business development leader. 

The cafe menu reflects local charm, offering a range of pastries from Prospect New Town’s Babettes and scones and raspberry sourdough muffins from Salt and Bread Co.— a homegrown micro-bakery run by Bethany Fray in Old Town Longmont. Inventive and healthful salads, wraps and sandwiches are also available to fuel folks throughout their day. 

“We’re one of the only places that is serving super high-quality light roast espresso and single origin pour-over,” Gee says. 

Beyond the coffee area, visitors will discover a sleek, zero-proof bar where refreshing libations sans booze are crafted with care. Gee, a former opera singer, is connecting with local musicians to create a rotating music calendar sure to meet a variety of tastes. Sultry jazz nights, where the house lights are lowered, and candles are lit, are already part of the varied happenings, and owners are excited to expand on the entertainment offerings. 

A fitting parlor at the back of the shop, possessing velvet gold chairs and artsy accents, provides an intimate space to try on clothing. Luebcke offers private styling sessions at no additional cost, where patrons can get one-on-one guidance and walk away with quality pieces every time. Those interested in booking a session are encouraged to call the shop to set up an appointment where Luebcke will select individual looks sure to upgrade any wardrobe. 

“I like to joke that I dress like a 1940s union worker most of the time,” Luebcke says. “I’m not a girly girl.” 

Sourcing ethically-made shirts, denim and the occasional dress, the inventory is a wearable and distinctive mix of well-crafted pieces that appeal to women on the go. Hip, ready-to-wear garments from Boulder-based Ripton are among the fresh finds. 

Fragrant beeswax candles by Folk & Lore, lightweight brass jewelry designed by Luebcke and porcelain ceramics by local artist Heather Kegel are among the treasures found within the alluring mercantile.  

“Emily (Luebcke) is the most creative merchandiser,” Gee says, “She knows what good is. She knows what cool is.” 

Before opening the brick-and-mortar shop in autumn of 2024, Juniper Goods provided online shoppers with a thriving e-commerce shop as early as April last year. The well-stocked space remains a magnet for those on the hunt for storied gifts. 

“We want to do as much local as possible, and we’re trying to be more on the sustainable, eco-friendly, fair-trade side of things,” Luebcke says, “We are very intentional about what we carry.” 

Mike Murfitt, owner of Longmont-based Traction Coffee, delivers bags of roasted beans on his bike weekly. Coffee from Lakewood’s Sweet Bloom is also served with pride. Highland Honey— raw, creamy and produced by bees in Longmont—is used as a natural sweetener in frothy beverages that satisfy time after time. 

Gee owns a nearby mini-farm homestead called Oxford Grove. Her locally-grown blooms— which rotate seasonally—are available at Juniper Goods. Freshly cut dazzling Dahlias and grand Gladiolus make for stand-out and fragrant centerpieces one just can’t find at the supermarket.

Rooted in relationships, Juniper Goods welcomes community members to reach out if interested in collaboration. Providing a platform for other creatives was a priority for Luebcke and Gee, who have built a stand-out, female-centric team within their endearing hub. 

“The most rewarding aspect of opening up this space was getting to hire 13 women in one week,” says Gee. “I grew up in a very male-dominated industry. For me, it’s all about investing in women and being able to do something local.”

Three large Juniper trees grace the establishment’s back exterior—a serendipitous discovery that came to light only after Luebcke had chosen the shop’s namesake. At Juniper Goods, time has a way of slowing down. The owners continue cultivating a refuge where folks can enjoy deep conversation between bites of a flaky chocolate croissant and rich sips of full-bodied cappuccino. 

“I want this place to become a staple in the community—where people enter, and no matter what’s happening in their day, they’ll be welcomed in,” Luebcke says. “It’s been amazing creating a place for people to gather. I’m excited to see how it can grow.” 

To learn more, visit junipergoods.co, and follow along on Instagram @junipergoods.co. 659 4th Ave. Longmont, Open 7am–7pm daily. Live music Fridays, 7–9pm.