Our Team.
At C.R.E.A.M. Luxury Coffee, our team brings together vision, creativity, leadership, and purpose with a shared commitment to excellence. We believe great coffee is only part of what makes a great company; integrity, relationships, and community matter just as much. Together, we’re building more than a luxury coffee brand, we’re building a legacy.
Michael
Founder | Visionary | C.R.E.A.M. Luxury Coffee
C.R.E.A.M. Luxury Coffee didn’t begin in a boardroom, coffee shop, or business meeting. It began inside a jail cell. During one of the most difficult chapters of his life, Michael Etcheson found himself with time to reflect on his past, his faith, his family, and most importantly, the man he wanted to become when he returned home. Instead of allowing incarceration to become the end of his story, Michael began imagining what the next chapter could look like. That is where the vision for C.R.E.A.M. was born. "Christ Rules Everything Around Me" Michael didn’t simply want to create another coffee company. He envisioned a business that could bring people together while standing for something greater: faith, second chances, transformation, community, and the belief that a person’s past does not have to determine their future. While incarcerated, Michael participated in the Prison Entrepreneurship Program, where his vision began developing into an actual business. Through entrepreneurship education, mentorship, business planning, and countless hours refining his idea, C.R.E.A.M. started moving from a dream behind prison walls into something that could one day exist beyond them. After returning home, Michael had to do something even harder: build it. He continued investing in his education, relationships, and community while turning the concept he developed during incarceration into C.R.E.A.M. Luxury Coffee. Today, Michael serves as Founder of C.R.E.A.M. Luxury Coffee and Executive Relations Manager with the Prison Entrepreneurship Program, the same organization that helped him recognize what was possible for his own future. His work now allows him to build relationships between business leaders, entrepreneurs, executives, volunteers, and individuals preparing for their own second chance. That lived experience is one of Michael’s greatest contributions to C.R.E.A.M. He understands what it means to rebuild. He understands what it means to need someone to see potential beyond your circumstances. And he understands that business can be used for more than generating revenue. It can create relationships, open doors, strengthen communities, and give people opportunities to write a different ending to their story. C.R.E.A.M. Luxury Coffee is part of Michael’s own story of transformation, but he never intended for the story to stop with him. His vision is to build a company that represents what can happen when faith meets opportunity, purpose meets business, and a second chance is turned into something meaningful. From a vision created behind prison walls to a growing luxury coffee company building partnerships and serving communities, Michael’s journey remains at the heart of C.R.E.A.M. Because sometimes where a dream begins isn’t nearly as important as what you decide to do with it.
Nicole
Owner | Creative Strategist | U.S. Army Veteran | C.R.E.A.M. Luxury Coffee
Nicole officially joined the ownership team of C.R.E.A.M. Luxury Coffee, bringing with her a strong background in leadership, technology, business, creativity, and service. As a U.S. Army veteran and cybersecurity professional with more than 15 years of experience in IT, Nicole brings structure, discipline, integrity, and a strategic mindset to the C.R.E.A.M. team. Her experience has taught her that strong organizations are not built on ideas alone. They are built through consistency, accountability, attention to detail, and doing what you say you are going to do. But Nicole also brings something very different to the table: a creative mind and an eye for possibility. She has a natural ability to take an idea and envision what it could become. From branding and product presentation to marketing, partnerships, events, customer experiences, and new business concepts, Nicole brings creativity into nearly every part of C.R.E.A.M. She doesn’t simply look at what the company is today; she is constantly thinking about how it can evolve, how it can stand apart, and how every detail can better reflect the luxury experience behind the brand. For Nicole, creativity and strategy go hand in hand. An idea has to look good, but it also has to make sense for the business. That balance allows her to bring fresh concepts to the table while also thinking through how those ideas can strengthen the brand, create new opportunities, and support long-term growth. For Nicole, however, C.R.E.A.M. Luxury Coffee is about much more than building a successful coffee company. It is about building a brand with purpose. She is passionate about creating genuine relationships with customers, businesses, nonprofit organizations, ministries, corporate partners, and community partners while helping C.R.E.A.M. grow without losing the values it was built upon. As an owner, she brings a commitment to operating with integrity, serving people well, and making sure the company’s growth creates opportunities to give back to the communities around it. Nicole also brings an entrepreneurial and forward-thinking perspective to C.R.E.A.M., helping strengthen the company’s operations, technology, marketing, brand development, partnerships, creative direction, and long-term vision as the company continues to expand. Her military background taught her discipline. Her technology career taught her to analyze problems and build solutions. Her entrepreneurial journey allows her to create, take calculated risks, and see opportunities where others may not. Together, those experiences shape the kind of owner and leader she brings to C.R.E.A.M. Her philosophy is simple: luxury should be reflected not only in the quality of the coffee, but also in the quality, creativity, integrity, and experience of the company behind it. At C.R.E.A.M. Luxury Coffee, Nicole is helping build something designed to last: a veteran-owned business grounded in faith, integrity, excellence, creativity, community, and purpose. Crafting every bean, brewing every dream; changing lives, one cup at a time!