‘A labor of love’: The St. James Tearoom places No. 1 in small category of Top Workplaces

A whimsical nature, creativity and dressing up are the norm at the company that earned this year's Top Workplace award for small-sized businesses.

The St. James Tearoom has been named the best small company to work for in 2025. The recognition comes as the company completes its first quarter century of fostering conversation and connection between people through two-hour tea time reservations.

"It means a lot," said CEO Daniel Higbie. "Because it's employee-voted upon, so we actually view it as a check on our leadership."

Daniel Higbie's mother, Mary Alice Higbie, founded the business out of a small office building in Old Town's Rio Grande Plaza in 1999, motivated by a passion she wanted to share with others.

"I was always a little tea lady and I never grew up," said Founder Mary Alice Higbie with a laugh.

The business launched during the rise of Starbucks and a quick in-and-out service experience that Daniel Higbie called "antithetical" to the slow-it-down tradition of afternoon tea.

The Higbies aimed to offer a sanctuary for people to escape to and enjoy each other's company, as well as fine tea, private nooks, curtains, vintage furniture, creative designs, whimsical music, a gift shop and a three-tiered spread of savories, breads and sweets.

"They initially come because of the food and the tea. And I think what they're most surprised about is when they realize that the food and the tea are secondary to the experience," Daniel Higbie said. "We have people who are just like, 'Man, I haven't had a two-hour conversation in years.'"

The tearoom also has monthly themes. Last month's theme was Whimsical Wonderland Tea Party; this month's is Tea in the Hundred Acre Wood, and up next is Tea with Mr. Darcy.

The CEO said he's witnessing people seek out such experiences now more than ever before, but Mary Alice Higbie said the company is "still quite counter-cultural in many ways."

"It has to do with the values that we stand for, which is part of why I think we're in Top Workplaces, because of the values," Mary Alice Higbie said.

The five values — or aspirations, as the Higbies call them — The St. James Tearoom aims to operate by are grace, civility, gentility, beauty and excellence.

What it means to operate by these values is detailed in a book that all incoming staff have to review. Today, the company keeps between 87 and 95 employees, a large portion of whom are high school and college students.

The company's employees are key to the experience it offers, Daniel Higbie said, adding that The St. James Tearoom goes to extensive lengths to train its staff.

Training includes everything from preparing a monthly full tea service for the staff so they can serve customers based on first-hand experience to advising the staff on when and when not to interrupt. Every new employee is assigned a coach and a leader to help familiarize them with the process and culture.

Part of the training also includes giving staff "the freedom to be creative," Daniel Higbie said.

One time, Mary Alice Higbie recalled, a server heard a customer crying during a conversation on the other side of the curtain of the nook they were in. The server decided to slowly slide a box of tissues under the curtain, Mary Alice Higbie said.

Another time, a customer fell in love with a honey bunny bread offering that was being served and she jokingly named the treat, said it was too cute to eat and wanted to take it home. The server later returned with a to-go box, with the bunny's name written on it and holes poked throughout the box so it "could breathe," Mary Alice said through laughter.

Employees of the St. James Tearoom have access to teatime discounts, merchandise discounts and paid sick leave. Some employees also qualify for medical, dental, retirement and paid time-off benefits.

Daniel Higbie said the community of employees and customers that The St. James Tearoom has developed "means a lot" and the business works because it's based on mutual respect and harmony.

"It's a labor of love. It's a collaborative work of art. It's this ballet of people working together to create something beautiful," Daniel Higbie said.