Jocelyn Gamez-Sanchez, founder of Piel Canela Coffee in Des Moines, Iowa. Photo by Jennifer Marquez.
In Des Moines, Jocelyn Gamez-Sanchez turns childhood coffee memories from Mexico into Piel Canela Coffee, a business built on culture and connection.
By Samantha Mesa
“I have vivid memories of my dad and coffee. My mom would make coffee for herself and for my dad, then take me to school.”
Jocelyn Gamez-Sanchez is the founder of Piel Canela Coffee, specializing in Mexican-inspired coffee and matcha drinks. Her love of coffee began as a child in Mexico, where she grew up, and it drives Piel Canela Coffee—Latin-fueled cafecito with a deep love for the Midwest.
“I miss coffee from Mexico, and I also really love Iowa life.”
She recalls being 10 years old, slowly sipping Mexican coffee. Those first sips were part of family routines.
Now living in Iowa as a Latina, she uses coffee to share her culture and build connections through her business.
From Coffee Memories to a Business
The idea was born when she mixed Mexican coffee flavors at home here in Iowa. The mixes were so good that they made her whole family feel like they were in Mexico. Her sisters and cousins started saying, “You should sell this. I would buy it!”
Her family encouraged her to start a business.
Still, she had reservations about the investment. “I don’t own an espresso machine,” she told her husband. “I don’t post on social media, which is necessary to promote a product these days. I’m shy.”
She had to get past her shyness and self-doubt. Gamez-Sanchez asked herself: Could a Latin-owned coffee shop be embraced and succeed in Iowa?
Her husband was ready to go all in. He said, “Don’t worry about it. I’ll provide, and go for it.”
She told her husband, “I don’t want to put us in a spot where we can’t pay rent. I’m not going to be guilty of setting us back. There are real-world expenses.”
How will she pay bills? What about household stability?
Together, she and her husband came up with backup plans if her business failed. They bought an espresso machine and launched Piel Canela Coffee in July 2025. She quit her job and started working weekends, serving coffee to customers in both English and Spanish.
It quickly became her most treasured work.
“Being Latina is the heart of Piel Canela,” she said. “My culture inspires the flavors, creativity, and sense of community behind the business, making the brand feel authentic and unique. It has also taught me the value of hard work, connection, and hospitality, qualities I try to bring into every experience I create for my customers.”
Months down the road, her coffee business started taking off. At one point, after she got past the fear of business failure, she asked her husband, “Were you scared when you bought that espresso machine, and I quit my job?” He said, “Yeah. I was a little bit stressed at first, but I didn’t want to tell you because I didn’t want to bring your hopes down. I always have faith in you.”
A supportive partner is a big part of her success.
Now, sipping coffee, she can say she made the right decision.
“I’m proud to build something that reflects me, my roots, and my Mexican culture. Starting in Iowa allowed me to bring something unique while also showing others that it’s possible to create something meaningful from the ground up.”
Jocelyn Gamez-Sanchez, founder of Piel Canela Coffee in Des Moines, Iowa. Photo by Jennifer Marquez.
Her coffee is all about feeling something. If her customers are Latino, she wants them to feel nostalgia. If they’re not Latino, she wants them to feel the warmth of Mexican culture. “I want them to feel cared for,” she said.
The way Iowans have embraced her coffee line has inspired her. “It makes me so happy. Customers who are not familiar with our culture will go to Walmart and be like, ‘Oh, I recognized your brand; I didn’t know they sold your coffee at Walmart.’”
Piel Canela represents a part of who she is, a part of what Mexican culture means to her, and a part of what community means to her, no matter where someone comes from.
“It fills my heart that I’m taking my culture and building something. Us Latinos say, ‘What can I get for you? How was your day? Buenos dias! ¿Cómo estás?’ I want them to feel like they’re already Latino.”
As a business owner, she’s honed her research skills. Competition like Starbucks and Dunkin’ Donuts motivates her.
And she encourages other Latinas with a dream.
“Trust your heart and build something that genuinely reflects who you are. Passion and authenticity are things that nobody can replicate. There will always be challenges and moments of doubt, but staying true to yourself and your vision is what makes a business meaningful and unique. Once you learn from something, no one can take that away from you.”
Bringing Cultures Together
Serving coffee in both English and Spanish has helped her bring people from many walks of life together.
Her vision for Piel Canela Coffee is to own her own place and provide coffee full time.
Piel Canela is more than just a coffee business. “To me, it represents growth, culture, and community. My goal has always been to create an experience that feels warm, welcoming, and authentic while sharing a piece of my culture through coffee. I hope Piel Canela continues to inspire others, especially young Latinas, to believe in themselves and pursue their ideas, even if they start with fear or uncertainty. I hope my Latino community is proud.”
Her hours right now are in the mornings and at the farmers market.
More stories: Explore JEFAS Magazine profiles of Latina entrepreneurs.
