In the heart of Los Angeles, Candice Emrani is quietly whisking up something special. What started as a spontaneous, late-night journal entry has transformed into a burgeoning brand built on matcha, creativity and community.
Meet Matchala, the brainchild of a NYU graduate who always had an affinity for the calming, earthy flavors of matcha and a love for bringing people together.
Growing up in a Persian household, with a deep appreciation for cooking and flavor experimentation, green tea became a staple for Emrani. Childhood memories of matcha-flavored mochi, Pocky sticks, and blended iced green tea boba at Urth Caffé set the stage for a lifelong appreciation.
“From a young age, whenever I would come up with something for lunch, or even, a drink or a tasty beverage, my siblings and I just found a lot of joy in being like ‘oh, what if we put this in it? What if we try that?’” Emrani said.
However, it wasn’t until Emrani started frequenting matcha cafes in New York City — while studying at NYU and working at Three Jewels, a tea house within a non-profit yoga and meditation studio — that she truly honed her taste.
When she was working at Three Jewels she loved serving people tea while “offering them genuine hospitality and genuine warmth,” Emrani said. “New York can be a very busy and kind of grumpy place, but everyone who walked in here was just so kind entering there for either a break or like the real world just with tea or meditation.”
The experience of being a friendly barista, crafting drinks, and engaging with customers deeply resonated and planted a seed that would later blossom into Matchala.
After graduating from NYU in 2023 with an individualized degree in Marketing, Media and Entertainment, along with having a passion for health and wellness, Emrani began looking for jobs that blended her skills and passions.
After interviewing for a corporate job in marketing post-grad, she left feeling frustrated.
“I know how capable I am as a person, and just like as a creative person, or like someone who is really great at organization,” Emrani said. “Why don’t I just do a fun project?”
That same night, almost like out of a movie scene, she got the idea for a matcha pop-up, which she scribbled down in her journal before bed. The next morning she began creating a logo and a mock flyer, which she sent out inviting her friends before she had the time to overthink it.
Two years earlier, Emrani bought a matcha whisk and began experimenting with ratios of matcha to water and milk to create her own recipe.
Tired of the anxiety and insomnia coffee gave her, Emrani turned to Matcha which contains L-Theanine, an amino acid that is known to promote relaxation while still boosting energy.
After perfecting the texture and taste of her daily matcha she realized how bad most of the matcha on the market tasted.
“Whenever I’d go to cafes I thought I could make this so much better,” Emrani said. “The ratio is either so off, so I’m just tasting milk, or I’m just tasting water, or, like, dirt or sweetener.”
Her first pop-up was in her parents’ backyard, where she served matcha to 30 of her closest friends. The response was overwhelming. People loved it — not just the drinks, but the energy of the gathering.
“People didn’t want to leave,” Emrani said, laughing. “I had to start kicking them out.”
From there, the pop-ups became a regular thing, slowly expanding beyond her immediate circle, through flyers posted on the Matchala Instagram account.
One recent pop-up donated all proceeds to the Los Angeles emergency wildfire relief. Emrani’s sister, who works at Netflix, helped get Netflix to match their donation by double.
This past Friday, Matchala stepped out of Emrani’s backyard and onto the ZBT fraternity house lawn at USC. The invitation came unexpectedly — a simple Instagram DM from USC’s MASH Magazine about having a pop-up during their marketplace event. The marketplace hosted a variety of food, drink and clothing vendors.
People were lined up at noon on the dot taking pictures of the stand and waiting to try Emrani’s flavors.
Emrani’s mom helped her whisk matcha as the line grew, and her dad stopped by to support and blew her kisses as she took orders.
Matchala’s offerings are unique. From cinnamon toast matcha to yuzu matcha lemonade and seasonal delights like banana pudding matcha or peppermint matcha, every creation is carefully developed. The foundation is ceremonial-grade matcha, ensuring a rich, smooth taste.
Emrani is taking things one step at a time, but she hopes to open a café one day.
“It’s something I’ve thought about since I was little,” she said. “Every time I’d make something at home, my dad would tell me, ‘I can’t wait for you to open your own café.’” That dream is slowly coming into focus.
For now, she’s focused on growing Matchala organically — through word of mouth, community enthusiasm, and partnerships with brands she loves. Emrani grew up in a health-focused household and remembers shopping with her mom at Erewhon before it became trendy.
“Honestly, an Erewhon partnership would be incredible,” she said. “That would be full circle.”
As Matchala expands, one thing remains the same for Emrani: it’s not just about matcha — it’s about the people who come together to drink it. Emrani said she is trying to take pieces from her experiences working at Three Jewels in NYC, a place she said often feels rushed, to create a place where people can slow down and connect.
“It really is about just getting people together with a yummy drink and all chatting,” Emrani said. “Come here for a drink and stay for the vibes.”