Recently, our team had the pleasure of sitting down with Ethan Lenz, the founder of Filigree Coffee, as he embarks on exciting new ventures in Horizon West and across Central Florida. Known for his commitment to quality and community, Ethan shares the inspiring journey of how Filigree Coffee came to be and his vision for its future. In this in-depth Q&A, discover the passion and dedication driving Filigree Coffee’s mission to inspire the local coffee scene and stay connected to the community as they expand from their flagship location in Horizon West.

HWH: What did you do before founding Filigree Coffee?

Ethan: Before launching Filigree Coffee, I built a career in the hospitality industry, working with prestigious brands like Marriott and Four Seasons. My roles spanned various aspects of hospitality and real estate, providing me with a deep understanding of customer service excellence and operational management.

This experience not only honed my skills in creating exceptional guest experiences but also fueled my passion for combining quality service with entrepreneurial pursuits, ultimately paving the way for my transition into the coffee industry.

HWH: How did you make the transition from that to Filigree?

Ethan: It took a lot of time and hard work. I believe in learning by doing—showing up every day and putting in the effort. This process helped me discover my passion for coffee and build the business, allowing me to transition from a full-time salary to fully supporting myself through Filigree.

HWH: What inspired you to open your coffee shop in Horizon West?

Ethan: The journey began with a simple opportunity. My family and I—my brother-in-law, sister, dad, and I—crafted our first mobile coffee cart in my parents’ shed back in Iowa. As we sought out a permanent location, a fortunate connection with the ownership team at Home State Brewing set the stage for our next chapter. Their incredible support made all the difference. Upon discovering the Horizon West community, I instantly felt it was the ideal place to establish our roots. We are thrilled about our own growth trajectory and equally excited about the promising future of Horizon West. I am confident that we’ll be calling this community home for many years to come.

HWH: How has the Horizon West community influenced your journey and business approach?

Ethan: The Horizon West community has been instrumental in shaping both our journey and business philosophy. From the very beginning, the outpouring of support we have received has been nothing short of extraordinary—it doesn’t feel like just a business location; it feels like home. The palpable sense of opportunity and growth here has energized us to craft something truly special. Our commitment is to provide exceptional coffee experiences, not only for Horizon West but also for those seeking the caliber of local establishments typically found in cities like New York, Paris, or LA. There’s a genuine demand for such unique, high-quality experiences here, and we take great pride in building that distinct offering right in the heart of Horizon West.

HWH: Were there any unique challenges or opportunities in establishing your coffee shop in Horizon West?

Ethan: Establishing our coffee shop in Horizon West has certainly presented its share of daily challenges—similar to starting any new business. Each day brings its own hurdles, but what sets us apart is our phenomenal team. Whether it’s the welcoming smiles you see in the café or the dedicated efforts behind the scenes, each member is deeply committed to our mission. Their unwavering dedication, creativity, and resilience have transformed every obstacle into an opportunity for growth and improvement. It’s this collective team effort that fuels our continued progress, enabling us to build something truly special in Horizon West.

HWH: How has the neighborhood evolved since you opened and how has that impacted your shop?

Ethan: Horizon West has experienced remarkable growth since we first opened our doors, and it’s been incredible to witness. The rapid development, from new apartment complexes and residential areas to an uptick in commercial enterprises, has been non-stop. Our immediate vicinity has seen exciting developments such as the openings of Agave Bandido, PopStroke, and the ongoing expansion of Home State Brewing. This dynamic growth not only reinforces our commitment to be a part of Horizon West’s evolution but also inspires us to enhance our service, offering an exceptional coffee experience to residents throughout Horizon West, Central Florida, and beyond.

HWH: Can you share a memorable story or moment from your time running your coffee shop in Horizon West?

Ethan: Some of our most cherished moments have come from genuine connections with the community. We approach hospitality with sincerity—it’s at the very heart of everything we do. Building personal relationships with our guests has not only made our work more enjoyable but has also made it incredibly rewarding. Watching our guests become friends, and friends become like family, is one of the most fulfilling parts of this journey. We feel privileged to share our passion for coffee with such an amazing community, and it’s these everyday interactions that make our work truly special.

HWH: What distinguishes Filigree from other coffee shops?

Ethan: What truly sets Filigree apart is our unwavering commitment to delivering exceptional coffee experiences every single day. It all begins with our incredible team—spanning from our café staff to our roasting experts, and our dedicated ownership group. We’re building something unique, rooted in passion, professionalism, hospitality, and purpose. We don’t just hire employees; we bring on coffee professionals who are committed to cultivating careers in this industry. Our focus is on maintaining the highest standards of quality and consistency while fostering a culture of excellence that is evident the moment you walk through our doors. We’re especially excited to showcase more of our roasted coffees and share the evolving Filigree brand, because behind it all is a talented team dedicated to creating something long-lasting and meaningful. Ultimately, we’re not just growing a coffee shop—we’re shaping a culture and building a brand destined for long-term success.

HWH: How are you evolving into e-commerce and wholesale?

Ethan: Building a coffee company has always been a dream of mine—not merely operating a coffee shop. To realize that vision, we knew we needed to start roasting our own coffee. That meant sourcing, roasting, and producing everything in-house, ensuring our products truly reflect our aesthetic and values. We were fortunate to bring on a close friend with extensive expertise in sourcing and roasting, who shared our goals. After nearly two years of behind-the-scenes effort, we officially launched our roasting program in January 2025. The next phase involves developing our e-commerce platform, which will enable us to ship nationwide, offer subscriptions, and expand our reach. Additionally, we’re preparing to launch a B2B wholesale program to bring our exceptional, specialty roasted coffees to like-minded businesses eager to elevate their offerings. This expansion is about broadening the reach of Filigree and sharing our passion for high-quality coffee with a wider audience.

HWH: What does the roasting side of your business mean?

Ethan: Great question! When most people think of coffee shops, they imagine a place focused on brewing drinks—but behind the scenes, there’s a significant difference between shops that serve pre-roasted beans and those that roast their own. Many cafes operate as multi-roaster shops, offering coffee roasted by other companies, which is quite common in our industry. But our approach takes it a step further—we source and roast our own coffee. This involves working directly with import partners, producers, and coffee farmers around the world to bring in green (unroasted) beans. From there, we roast each batch ourselves, emphasizing the unique qualities of each origin before it reaches your cup. It’s a much more involved and meticulous process, but one we’re deeply passionate about. Every step involves careful thought, skill, and care, and we’re proud to work with exceptional partners to produce some of the best coffee in the world, roasted right here by our talented team.

HWH: How does the café relate to the community and brand awareness of Filigree as a roasting and wholesale brand?

Ethan: Our café is more than just a place to enjoy a great cup of coffee—it’s an integral part of who we are. It provides us with the opportunity to share our passion and craftsmanship firsthand. More than a retail space, it’s a community hub where we build authentic relationships and give people a glimpse of what Filigree stands for. The café serves as a direct link to our audience, allowing guests to connect with our brand, our team, and our values. It’s also a vital platform for introducing our roasted coffees to new customers, helping to expand awareness of Filigree beyond a local café to a recognized roasting and wholesale brand. Every interaction is an opportunity to deepen that connection and showcase the dedication and talent behind our products. In this way, community and craft come together—something we cherish dearly.

HWH: What is your vision for your coffee shop’s role in the Horizon West community?

Ethan: Our vision for Filigree in Horizon West is rooted in our mission: “We are dedicated to delivering exceptional coffee and experiences that celebrate the artistry of coffee. Through meticulous sourcing, expert roasting, brewing, and unmatched hospitality, we aim to elevate the everyday.

HWH: How are you shaping the culture in the company?

Ethan: I actively shape the culture at Filigree by leading with purpose and setting a strong example. From the beginning, it has been essential to surround ourselves with like-minded individuals who share our vision and values. We’re building a team that prioritizes excellence in every aspect of coffee, but also values people, collaboration, and continuous growth. Creating a positive, inclusive environment where everyone feels respected and empowered is central to our approach. We encourage open communication, team gatherings, and spaces where every member can contribute ideas. Our ultimate goal is to foster a culture where passion, creativity, and professionalism flourish—and where our team feels as inspired as the guests we serve.

HWH: What does it mean to have a career with Filigree?

Ethan: A career with Filigree is about being part of something much bigger than just running a coffee shop. It’s joining a team with bold ambitions and a clear vision for the future. We are working toward becoming a nationally recognized leader in the specialty coffee industry, and that requires passionate, skilled individuals who want to grow along with us. We’re not simply offering jobs; we’re creating long-term career paths across all facets of the business—from café operations and roasting to wholesale management, equipment techs, branding, and more. Every step of our growth depends on talented people who believe in our mission and want to help shape the future of Filigree. If you’re looking to build a meaningful career in coffee and be part of an inspiring journey, this is the place.

HWH: What do you want customers to experience when they visit your shop?

Ethan: When customers walk into our shop, we aim to offer more than just a coffee — we want them to feel something meaningful. Hospitality is at the core of everything we do. From the moment someone steps through the door, our goal is to create a warm, welcoming space where they feel seen, appreciated, and cared for. We’re committed to consistency and excellence in every cup, so customers can always trust us for top-quality coffee. But beyond that, we strive to foster connection—whether through engaging conversations, moments of quiet reflection, or simply the comfort of a familiar, inviting environment. Ultimately, we hope each visit leaves people feeling inspired—not just by our coffee, but by the energy, the people, and the experience as a whole.

HWH: What inspired the idea to expand your brand within Central Florida?

Ethan: The motivation to expand within Central Florida grew from my passion for coffee and a clear vision of what’s possible here. While building my career in the area, I identified a gap in the market—a chance to introduce something fresh, intentional, and quality-driven to the local coffee scene. Central Florida’s rapid growth makes it an exciting place to lay roots, and we believe there’s ample space for what we’re creating: a brand rooted in exceptional coffee, meaningful experiences, and a genuine connection to the community.

Q: Can you tell us about the new location or service offerings?

A: Our new location will uphold the same high standards of quality you’ve come to expect from Filigree at our Home State Brewing Co. outlet — but with some exciting enhancements. We’re expanding our lineup of carefully sourced single-origin coffees to showcase the diversity and depth of what we roast. Additionally, we’re introducing a broader pastry selection and a small food program focused on breakfast and brunch—perfect complements to our coffee. Above all, this new space will allow us to emphasize what matters most: delivering exceptional coffee with care, in a setting that reflects the heart and soul of Filigree.

HWH: How does this expansion reflect the growth and needs of the Horizon West community

Ethan: This expansion directly mirrors the growth we’re witnessing in Horizon West—a community eager for a more local, quality-focused coffee experience. Residents here are seeking the kind of crafted, soulful experiences they’ve traveled elsewhere to find in places like Mills 50, Winter Park, or Downtown Orlando. We see this as an opportunity to bring that level of craft and connection closer to home, so residents don’t have to go far to enjoy top-tier specialty coffee. Our goal is to meet this demand and grow hand-in-hand with the community we’re proud to serve.

HWH: What are you aiming to accomplish, and where are you headed?

Ethan: I have a big vision for Filigree Coffee. We’re not just aiming to succeed locally—we’re working toward becoming a recognized leader in the national specialty coffee scene. That includes expanding to more locations, growing our direct-to-consumer sales through e-commerce, forming strategic wholesale partnerships, and collaborating with like-minded brands. Every step we take is part of a larger plan to establish a coffee brand that sets the standard for quality, innovation, and hospitality—not just in Central Florida, but across the country. 

If you haven’t had the chance to experience Filigree Coffee yet, now is the perfect time to stop by and indulge in their exceptional brews and welcoming atmosphere. As a cornerstone of the Horizon West community, Filigree is more than just a coffee shop — it’s a place to connect, discover, and enjoy top-quality coffee crafted with passion and purpose. Be sure to stay tuned for exciting updates on their upcoming expansion across Central Florida, as they continue to grow and bring even more of their unique coffee experience to new neighborhoods. Don’t miss out—visit Filigree Coffee soon and see what makes them a local favorite!

 Address:

16016 New Independence Pkwy #100, Winter Garden, FL 34787 – Located inside Home State Brewing Co. 

**New Location next door scheduled to open in fall of 2025**

Hours:
Monday – Thursday: 7 AM–4 PM
Friday: 7 AM–5 PM
Saturday & Sunday: 8 AM–5 PM