relationships outperform transactions, or at least should in small projects
a conversation with Gustavo from Curador Coffee
on coffee, connection, and purpose:
who is Gustavo?
how did he get into coffee?
Gustavo grew up in Valencia, Venezuela, surrounded by coffee and art. Even before thinking about starting a business, his life was threaded with both worlds. During the day he
worked with coffee, in his free time he and friends ran an art foundation, creating small projects across the city to expose people to new expressions and ideas.
“Most of my time I spent working in Venezuela with coffee, and in my free time I was in charge of an art foundation with friends. We tried to contaminate people with art,” he explains.
This early exposure shaped not only his tastes, but his approach to connecting people with experiences. For Gustavo, coffee wasn’t just a beverage—it was a medium, a ritual, a way to inspire daily life.
the click moment
what changed his perspective?
After moving to Spain, he later visited coffee farms back in Venezuela. This gave him a new understanding of the beverage he had been working with for years. Meeting farmers, seeing their daily labor and the communities around coffee production, he realized the potential of coffee as a social vehicle.
“I felt part of something bigger than me,” Gustavo says. “Coffee creates work, positions, knowledge, and community. It can improve material conditions and connect people.”
This experience shifted his focus from simply serving coffee to creating meaningful experiences for both the people who grow it and the people who drink it.
facing fear & being stuck
how does he deal with being stuck?
Every founder hits moments of doubt. For Gustavo, the key is balancing thought and emotion, learning from others’ perspectives, and giving ideas space to evolve.
“When you get stuck, maybe it’s because you have to think clearly… There’s many ways to get out of that place. Learning from other subjects or perspectives helps. Art has an amazing ability to show different approaches.”
He emphasizes that being stuck isn’t a failure—it’s a cue to step back, absorb, and consider how to align actions with vision.
Curador as a bridge
how did the brand emerge?
Curador Coffee started as an idea: how to connect coffee, art, and daily rituals. Gustavo wanted a brand that could gradually introduce people to specialty coffee while highlighting the artistry behind it.
“Curador is how can we perceive coffee as an art subject and integrate it in daily life,” he says.
Rather than explaining everything upfront, Gustavo lets the concept unfold through experience—workshops, tasting sessions, and eventually curated subscriptions. The brand became a bridge between coffee producers and consumers, with an emphasis on human connection, knowledge, and community.
building from the ground up
what was the first step?
Gustavo launched Curador with a shoestring budget, investing 300 hard earned €uros to register the brand in 2019 — a decision that marked the beginning of a long, uncertain journey rather than an immediate business launch.
“I went with the 300 euros I had… register this for me, I want to do something great,” he recalls.
What followed wasn’t instant traction, but years of experimentation: hosting public events across Spain, working as a barista, and testing how to communicate specialty coffee beyond quick, transactional exchanges.
In 2022, meeting his co-founder brought a new layer of clarity. Italian espresso tradition met Venezuelan roots, complementing Gustavo’s relationship-driven approach and strengthening Curador’s foundation.
structuring the day
what does a typical day look like for him?
Gustavo’s approach to work defies rigid scheduling. He prioritizes focus, attention, and absorption of knowledge over traditional planning.
“I try to point my meetings after 10am… the first hours are amazing for absorbing knowledge,” he explains.
Morning routines often include running or light training, followed by reading or philosophical exploration. Meetings and client interactions take the rest of the day, emphasizing long-term relationship building rather than immediate transactions. Even short coffee chats with partners or friends serve as opportunities to observe, learn, and spark inspiration.
tools & practical methods
how does he organize work & track ideas?
Tracking progress and measuring impact is essential. Gustavo has experimented with tools for over 15 years—from Trello to Google Workspace, to AI-assisted methods for planning and communication.
“If you cannot measure it, you cannot improve it… I put a little bit of intelligence in the tools,” he explains.
The focus isn’t on automation alone, but on using tools to enhance clarity and structure. Everyone finds their fit—Trello, Notion, or AI-supported drafting—but the principle remains the same: understanding your work and communicating it effectively.
community & vision
how will he scale & collaborate?
For Gustavo, coffee is a vehicle for community. Scaling isn’t just about numbers—it’s about empathy, connection, and supporting producers.
“Most of the coffee producers deserve this… it’s more related to the quality of the humans behind it,” he says.
Even as Curador grows within Europe, the goal is to respect the craft, nurture relationships, and dream big without losing groundedness. Collaboration requires understanding partner values, aligning with shared vision, and maintaining honest, long-term connections.
distilled lessons
what advice does he share?
Gustavo’s lessons come from lived experience, emphasizing intentionality, balance, and joy in the process.
“Everything worth having will come at a cost… the question is how do you plan it, execute, scale and reassess.”
He stresses the importance of pursuing projects that genuinely inspire, rather than chasing success in isolation. Success, for him, is a lifestyle: living off your passion, building community, and creating a sustainable, meaningful work-life balance.
let’s wrap this up
Gustavo’s journey is more than a coffee story—it’s a lens on human connection, perseverance, and purpose. from small beginnings in Venezuela to crafting a unique brand in Europe, Curador Coffee embodies the lessons learned along the way: the value of perspective, the power of empathy, and the beauty of building something that resonates far beyond yourself.
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__QUESTIONS:
which part of Gustavo’s journey resonated most with you — and what do you think it reveals about what you’re currently navigating?
what knowledge do you already have — but haven’t yet translated into how you actually live or work?