Jasmine Diedrich

Jasmine Diedrich

Jasmine Diedrich: Devoting her energy to business, community

More stories about Emerging Leaders 2017

This is one of a series of stories profiling finalists for the Emerging Leaders award, which is presented annually by The Herald Business Journal. The winner will be announced April 6.

After college, Jasmine Diedrich found herself in the same spot as a lot of millennials — living on Dad’s couch.

She spent six months at home when her dad told her that she needed to get going. She hasn’t stopped going since.

Diedrich wanted to buy a business and was interested in purchasing a Subway. She couldn’t find any franchises available.

So she decided to start a coffee stand, Diedrich Espresso. Since no one would lease a stand to a 19-year-old, Diedrich had to get her dad to co-sign.

“I flew by the seat of my pants the first three years and I got in trouble,” Diedrich said.

She got herself out of trouble.

The first stand opened in 2011. She worked in the afternoons and purchased all of the supplies at Costco on the weekends.

By the time she added a third location, Diedrich was working 16-hour days with an hour commute each way.

Six years later, she owns 11 stands in Snohomish and Skagit counties. She still is the sole shopper for the businesses, spends time at the espresso machine four days a week, manages all her employee’s schedules and maintains her own books.

She said she’s taken failing stands and turned them into profitable locations. Diedrich has made an effort to get involved in the community. It’s a trait that she’s seen in others of her generation.

“What I do like about being a millennial is that a lot of the younger people who are starting businesses are giving back to the community,” Diedrich said. “You can see it on Instagram.”

She started as a Relay for Life team captain in 2015 and took over as Everett Relay for Life chair last year. She doesn’t have any close family affected by cancer, but she said it’s a worthy cause.

So far, the drive is on pace to double the more than $50,000 raised last year. Diedrich has also volunteered at the Marsyville Strawberry Festival, became an ambassador at Economic Alliance Snohomish County and joined the South Everett Mukilteo Rotary.

She also said she has committed to paying the managers at her stands two-hours a month to volunteer.

“I’m so excited to know so many young businesses owners,” she said “I’ve been networking like a crazy person the past two years. I know three different people who are running for office, which just blows my mind. I think continuing to motivate my colleagues to do the right thing and be bad asses and be all for Snohomish County is what I need to do.”

It takes a lot of energy to devote so much time to a business and then give back to the community.

It isn’t her coffee that keeps her going. It’s her personality.

“Demure people are so boring. I just couldn’t be the person who sits on their hands and doesn’t say much,” Diedrich said. “I’m loud, I swear and I think I’m a blast. I’m able to surround myself with colleagues who are just like me.”

That doesn’t mean there aren’t lows.

“Don’t get me wrong, I cry in bed with chocolates and Adele blasting in the background with the best of them,” Diedrich wrote in her nomination form. “But after my chocolates are eaten, I am able to pick myself up, turn that frown upside down and find a solution to the problem at hand.”

Talk to us

> Give us your news tips.

> Send us a letter to the editor.

> More Herald contact information.

More in Business

The Safeway store at 4128 Rucker Ave., on Wednesday, Nov. 29, 2023, in Everett, Washington. (Mike Henneke / The Herald)
Kroger and Albertsons plan to sell these 19 Snohomish County grocers

On Tuesday, the grocery chains released a list of stores included in a deal to avoid anti-competition concerns amid a planned merger.

Helion Energy CEO and co-founder David Kirtley talks to Governor Jay Inslee about Trenta, Helion's 6th fusion prototype, during a tour of their facility on Tuesday, July 9, 2024 in Everett, Washington. (Olivia Vanni / The Herald)
Inslee energized from visit to Everett fusion firms

Helion Energy and Zap Energy offered state officials a tour of their plants. Both are on a quest to generate carbon-free electricity from fusion.

Awards honor employers who promote workers with disabilities

Nominations are due July 31 for the awards from the Governor’s Committee on Disability Issues and Employment.

Bruce Hallenbeck, 4, picks out Honeycrisp apples for his family at Swans Trail Farms on Wednesday, Oct. 26, 2022 in Snohomish, Washington. The farm is now closed for the season. (Olivia Vanni / The Herald)
Study: Washington residents would pay more for homegrown goods

Local online shoppers are on the look out for the made in Washington label.

Aurora Echo, owner of Wildly Beloved Foods, begins making cavatelli pasta with one of her Bottene pasta machine on Thursday, June 27, 2024 in Clinton, Washington. (Olivia Vanni / The Herald)
Whidbey artisanal pasta maker shares her secrets

For Aurora Echo of Wildly Beloved Foods in Clinton, “sharing food is so ancient; it feels so good.”

New Jersey auto group purchases Lynnwood Lexus dealership land

Holman, which owns Lexus of Seattle in Lynnwood, bought property on which the dealership resides.

Two couples walk along Hewitt Avenue around lunchtime on Wednesday, Oct. 19, 2022 in Lynnwood, Washington. (Olivia Vanni / The Herald)
Everett businesses say it’s time the city had its own Chamber of Commerce

The state’s seventh-largest city hasn’t had a chamber since 2011. After 13 years, businesses are rallying for its return.

Students Mary Chapman, left, and Nano Portugal, right, work together with a fusion splicer and other equipment during a fiber optic technician training demonstration at Sno-Isle TECH Skills Center on Tuesday, May 28, 2024, in Everett, Washington. (Ryan Berry / The Herald)
Sno-Isle students on the path to becoming fiber professionals

The state will roll out $1.2 billion to close gaps in internet access. But not enough professionals are working to build the infrastructure.

Washingtonians lost $250M to scammers in 2023

Identity theft, imposter scams and phony online ads were the most common schemes, a new study says.

LETI founder and president Rosario Reyes, left, and LETI director of operations Thomas Laing III, right, pose for a photo at the former Paroba College in Everett, Washington on Saturday, June 1, 2024. (Annie Barker / The Herald)
Woman brings Latino culture to business education in Snohomish County

Rosario Reyes spent the past 25 years helping other immigrants thrive. Now, she’s focused on sustaining her legacy.

Annie Crawley poses for a photo with her scuba gear at Brackett’s Landing near the Port of Edmonds on Saturday, Feb. 3, 2024 in Edmonds, Washington. (Annie Barker / The Herald)
Edmonds ocean activist to kids: Life is better under the sea

From clownfish to kelp, Annie Crawley has been teaching kids and adults about the ocean’s wonders for three decades.

Reed Macdonald, magniX CEO. Photo: magniX
Everett-based magniX appoints longtime aerospace exec as new CEO

Reed Macdonald will take the helm at a pivotal time for the company that builds electric motors for airplanes.

Support local journalism

If you value local news, make a gift now to support the trusted journalism you get in The Daily Herald. Donations processed in this system are not tax deductible.