New Shockoe Bottom coffee shop to support local recovery nonprofit

RICHMOND, Va. (WWBT) - A new coffee shop in Richmond’s Shockoe Bottom neighborhood is serving up more than just coffee.

The Collective Cup celebrated its grand opening Monday on North 19th Street, drawing a line of customers out the door. But founder Gregory Marcelle hopes the business will have an impact well beyond its first day.

Proceeds from the coffee shop will support Our Community Home, a local nonprofit Marcelle founded that provides transitional recovery housing and helps people facing substance use and mental health challenges find work, save money and eventually move into permanent housing.

“So the Collective Cup started because I wanted to continue to have revenue come into Our Community Home so that we can provide the support that the clients needed,” Marcelle said.

Marcelle said the money will help cover everyday necessities for people in the nonprofit’s programs, including food, clothing and household supplies.

For customer Mariana Craver, knowing where the money is going makes a difference.

“I would much rather give my money to a cup of coffee where I know it’s going to make even that much of a difference than going to corporate other places,” Craver said.

But Marcelle’s vision extends beyond raising money for the nonprofit.

A licensed counselor, Marcelle hopes the coffee shop will become a welcoming gathering place where people feel comfortable connecting with others and discussing mental health.

“With the purpose behind mental health and substance abuse, I want to be able to allow the Collective Cup to be a soft entryway to those in need, those who may need somebody to talk to, right?” Marcelle said.

He also hopes to eventually organize group discussions about mental health, along with activities such as yoga and meditation.

The Metropolitan Business League helped celebrate Monday’s grand opening.

Rufus Tyler, a portfolio manager with the organization, said the combination of supporting a nonprofit and promoting mental health awareness could have a lasting impact on Richmond.

For Marcelle, the opening marks the culmination of months of work since purchasing the building in December 2025.

Now, he hopes the shop will become a place where customers can find more than their morning coffee.

The Collective Cup is located at 104 N. 19th Street in Shockoe Bottom.