Tea has always been about more than just a drink—it’s about connection, culture, and the quiet moments in between.
For Katelyn and M, co-founders of Unfurl, tea became the foundation of a global community. What started as an Instagram conversation between two tea lovers has blossomed into a vibrant online space where people can share, exchange, and celebrate tea together.
In this interview, they reflect on their journey, the challenges of building a community, and their vision for Unfurl’s future.
Can you share the journey that led to the creation of Unfurl?
Katelyn: Obviously, M and I both love tea. We met through Instagram and started DMing each other posts related to tea. Tea people love to share teas, so it was only natural we sent each other a tea package. That experience was so much fun that we decided to organize a small tea swap amongst our Instagram tea friends.
I remember M saying, "Wouldn't it be amazing if there was a place online where all tea lovers could hang out and connect?” We specifically wanted organized events just like the tea swap. After brainstorming a bunch of names for our potential online tea community, M thought of “Unfurl.” It perfectly described what we wanted for our members: the opening up and sharing of our love for tea, the stories and connections unfurling just like tea leaves do in water!
How did your personal experiences with tea influence the creation of this community?
Katelyn: Tea has been such an integral part of my life having grown up with my tea-loving grandpa. He instilled in me the values of kindness and generosity. Tea culture is about connecting with people, so we wanted to create a community that was based online to connect tea lovers from all over. Accessibility was also a key factor, so we made all four of our programs free for members.
M: I had the opportunity to learn more about tea while in China. I was enamoured by its interdisciplinary nature, but especially by how tea serves as a medium to bring people together. When I returned to the States, I wanted to continue my tea journey and connect with other tea enthusiasts, both offline and online. I personally benefited greatly from having a tea Instagram account, which allowed me to share my journey online and, in doing so, connect with tea people across geographical distances. This is also how Katelyn and I first met. In many ways, Unfurl represents our friendship and a platform where tea people can connect through meaningful programs that we offer.
Since Unfurl’s inception, how has your vision for the community transformed?
M: We officially launched in September 2024, though we had been brainstorming for months. At first, it was just an idea, but now we have more clarity about our programs and how we want to serve our community. But at its core, Unfurl remains about quality over quantity—not just running events, but creating deep and meaningful connections through tea.
Were there any unexpected developments along the way?
Katelyn: Absolutely. In the beginning, we were super ambitious. We launched our tea exchange program called Sip and Share in the first month and initially planned to run it every 3 months. However, after the first run, we knew we needed some more time before we could run it the second time. We are still trying to find out how to find the right balance and determine the frequency in which we host our events to make Unfurl sustainable for us.
Unfurl offers unique programs like “Humans of Tea.” How did this initiative come about, and what impact has it had on your members?
M: Tea is fundamentally about the people. Humans of Tea is a program that highlights the diverse voices in the tea world. We host it every three months, featuring key figures in the tea community—our last guests included Sooz from Being Tea, Winnie from Teaday Tuesday, and Rie and Steven from Tea Curious. During our Humans of Tea sessions, we also hold special features or workshops related to our guest speakers and the work they do in tea. Our members enjoyed our first three sessions of Humans of Tea, and we can’t wait to keep finding more guest speakers and hosting more sessions.
With the “Tea Cabinet” resource library, how do you select and curate content to ensure it caters to both novice and seasoned tea enthusiasts?
Katelyn: We wanted the Tea Cabinet to be a resource for everyone, no matter where they are in their tea journey. So far, we have only added content on water quality and tea storage. For beginner content, we’re always thinking about what we would have wanted to know when we first started exploring tea. For long-time lovers, we try to find articles that are focused on in-depth topics like experiments using different waters to brew tea.
As part of the Tea Cabinet, we also have our Global Teahouse Database, a crowdsourced map of physical tea spaces around the world. It’s a way for both new and experienced tea drinkers to discover tea houses, no matter where they are. We hope that our Tea Cabinet will grow to an all-stop spot for tea lovers to learn more about tea.
“Leaf to Leaf” serves as a vital communication tool for Unfurl. What content do you prioritise in the newsletter?
M: We like to think of Leaf to Leaf is a real, personal newsletter where we share progress, our own tea moments, and the behind-the-scenes of running Unfurl. Beyond that, we also try to make it more interactive and informational by having a community member shoutout section and highlighting upcoming tea events at-large.
Not everyone is on Instagram, so the newsletter helps keep people engaged on a different platform.
What have been the biggest challenges in building and growing Unfurl?
Katelyn: Since it’s a two-woman show, we do everything—from writing newsletters to creating content, filming and editing videos, running the website, and handling the logistics of every single event. One notable challenge, for example, is growing on Instagram organically, while another is ensuring our newsletters don’t end up in spam. We’re still figuring out how to grow Unfurl in meaningful, sustainable ways.
Conversely, what achievements are you most proud of?
Katelyn: Every successful round of our four programs is a win. The first Sip and Share tea exchange had just 20 participants, but it was a huge milestone for us. Every newsletter we send feels like a love letter to the community, and we document our journey so we can look back on how far we’ve come. We’re also really proud of Unfurling Hours, our monthly casual tea gatherings. M calls it “Zen Casual”, which I think is the perfect name. You just show up, chat about life, and sip tea. So fun!
M: To me, the biggest achievement is getting to know more people in the tea world. I've connected with people I don't think I would have met if it weren't for Unfurl, and I'm extremely grateful for that. I'm also happy that I've gotten to meet some of our members in person.
How does Unfurl approach sustainability and ethical sourcing in the tea industry?
Katelyn: We hope that the tea industry is moving in the direction of better sustainability and environmental impact. A lot of tea brands are focusing on ethical sourcing and eco-friendly packaging, which is super exciting! For our part, we encourage our members to use compostable materials and be more conscious of the impact of their tea habits, say when packaging tea for Sip and Share. Moving forward, we hope to feature brands that prioritize sustainability because we believe in the importance of taking care of our Earth.
Who are your tea icons?
M: Sooz from Being Tea comes to mind first. We love her gentle, thoughtful approach to tea, and her teaching style really influences how we guide conversations in our own community.
Katelyn: As previous and current students of Sooz, M and I modelled our core values of kindness, respect, and appreciation around Sooz’s teachings. We want Unfurl to be a collaborative space where we encourage members to participate in ways that they feel comfortable and make sure that everyone feels seen and heard. There’s inherently a softness to tea that Sooz highlights and we want to unfurl that softness and warmth in our community.
Looking ahead, what exciting projects or goals are on the horizon for Unfurl?
M: Expect deeper, more intentional events under our programs. We’re not focused on running a high volume of events—we want every gathering to be meaningful and to strengthen the relationships within our community.
What advice would you offer to individuals looking to create their own niche communities, especially around shared passions like tea?
M: Community building is about bringing those people together, and that takes real work. There’s so much that goes on behind the scenes—coordinating events, managing logistics, and keeping engagement alive. Don’t underestimate how much effort it takes.
Katelyn: If you’re thinking of starting a community: I’d ask yourself these questions:
Who is already in your community?
Is there someone you want to connect with?
What are your core values?
What is your community centred around?
Once you have that clarity, the rest will come more naturally. I truly feel lucky that I started Unfurl with M. Any challenge we face, we can talk through it and find solutions together. And in the end, that’s what tea and community are all about–the connections and friendships we make.
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