Dia De Las Baristas makes debut as Albuquerque’s first bikini coffee shop

Albuquerque’s newest coffee shop is drawing attention with a unique business model: baristas in swimwear.

Dia De Las Baristas, located at 4915 Lomas NE, launched operations during a grand opening on Nov. 22 following a soft opening in mid-November.

The new java spot, which offers drive-thru and walk-up window service, is Albuquerque’s first bikini coffee shop. That’s right — the business’ all-women team of baristas aren’t sporting aprons as they brew cups of joe; instead, they’re wearing bikinis.

“It’s super exciting,” General Manager Samantha Goen said of the opening. “We know that the bikinis catch people’s attention, and we totally embrace that, but it’s really about just celebrating the confidence that the girls have.”

While the concept is new to Albuquerque, bikini coffee shops exist in other states. Seeing the rapid growth of another business in Arizona called Bikini Beans Coffee is what inspired owner Josh VanLandingham to bring the idea to the Duke City, but with a New Mexican spin.

“These things are taking off all over. They’ve been on the West Coast for years,” said VanLandingham, who is also the owner of marketing agency ABQ Live. “We haven’t reinvented anything. We did create the brand, and we hope to open more of them throughout the Southwest.”

With little luck finding existing infrastructure that fit their needs, VanLandingham, Goen and investor Karm Nakhwal decided to build the coffee shop from the ground up. The nearly 600-square-foot store broke ground early last year.

While many might come for the bikinis, the owners want the coffee to give customers further reason to stay, so they’ve partnered with local coffee roaster CrudeLab Coffee to ensure the shop has quality java.

“It surprises people,” Goen said. “They think it’s just a bikini gimmick, but we are also really proud to serve coffee with craftsmanship behind it.”

Customers can get a cup of joe at Dia De Las Baristas for between $4 and $9, Goen said. The shop also offers teas, soft drinks, burritos and pastries.

Business has been good so far, said Romi Lemme, the shift lead supervisor.

“Interacting with the community, people assume we’re going to have our challenges. Being in Albuquerque, we have a reputation,” Lemme said.

“But I think that people have really impressed me,” she added. “People have been incredibly respectful of the nature of the business that we’re running, and I’ve been really appreciative of the local community for fostering that empowerment for us because that is our mission.”

Lemme, a born-and-raised Burqueña who graduated from the University of New Mexico in May, learned about Dia De Las Baristas directly from VanLandingham. In addition to snowboard instructing, Lemme is also a model and has frequented several of the events ABQ Live promotes over the years. She’s also worked in coffee shops before.

“When I heard he was opening this concept, I knew I wanted to act on it,” Lemme said. “I love modeling, as well as making coffee for people and customer service. It makes me happy.”

Being a part of a concept that is the first of its kind in Albuquerque was also a draw, Lemme said.

Lemme is one of 23 women the business employs part-time. While confidence, fun and boldness are pillars of the brand, so are safety, comfort and respect, Goen said. The business approaches establishing both by training the women on boundaries and professionalism, maintaining an open line of communication and providing safety procedures and on-site security, Goen said.

“Our culture is built around the girls feeling valued and respected, and I want the customers to feel that when they’re there as well,” Goen said.

Goen said the business has elicited a mix of opinions and perspectives, which she said are respected, but that a positive environment with good coffee and service remains the priority.

“We know that part of the industry is selling our attractiveness, and I think the understanding of that doesn’t mean that you can’t have boundaries and you can’t respect yourself,” Lemme said. “I’m just here to do my job. I’m here to make a living like everybody else, and I just happen to be in a bikini.”