A Business Built on Passion -Alexander's Southern Coffee Co.

When Chris and Ashley Brown opened Alexander’s Southern Coffee Company in Greenbrier, they were not simply opening another business. They were creating a place where coffee, community, and the memory of their son, Alexander, could live on.

The Greenbrier Chamber of Commerce celebrates Alexander's with an official Green Ribbon Welcome, May 7th, 2026.

Alexander was outgoing, friendly, and full of personality. His family remembers him as someone who loved being outside, loved food and coffee, the country life, hats, boots, mullets, and all. He enjoyed being around people and brought energy into every room he entered.

“He loved coffee,” his mother, Ashley Brown shared. One of the shop’s signature drinks, The Alexander, is named in his honor and inspired by the drink he loved to order. Before opening Alexander’s Southern Coffee Company, the Browns were already familiar with small business ownership. They had owned three donut shops and two retail stores. But after Alexander passed away, life stopped for a while. “When he passed, our life was on stop,” Ashley said. About a year later, the Browns began thinking about how to move forward while honoring the life and memory of their son. Coffee was not originally part of their plan, but it became part of Alexander’s legacy. What began as a way to honor something he loved grew into a business with deep meaning behind every cup served.

“We’re not here to get rich,” Ashley said. “We’re literally here to keep Alex’s memory alive, and that’s it.” Their first coffee shop opened in Missouri, but eventually, Chris and Ashley felt ready for a fresh start. They wanted to move somewhere that felt more peaceful, more connected, and more like the kind of place Alexander would have loved. Greenbrier quickly felt like that place. The Browns came to town for a few days and fell in love with the community, the school district, and the country atmosphere. They bought a house, began settling in, and started looking for the right location for their second coffee shop.

Ashley said she watched the building closely before it ever went up for sale, knowing it was not currently operating as a business. When the sign finally went up, they called immediately. “I knew it was not a working business,” she said. “The minute he put it up, we called.” Since opening in Greenbrier, the Browns have felt welcomed by the community. Ashley said that, at first, there was some uncertainty about being outsiders coming into town. But from the beginning, Greenbrier residents have rallied around them and supported the business. “Everybody has rallied around us since day one,” she said.

For Chris and Ashley, Alexander’s Southern Coffee Company is about building relationships, supporting the community, and creating something with purpose. The Browns have already found ways to connect locally, including supporting school groups and becoming part of everyday life for customers who stop in for coffee, food, and conversation. The menu itself reflects the passion behind the business. Their daughter, Kaila Estes is the creative force behind the drink options, flavor combinations, and social media presence.

“You have to have a passion for it,” Chris said. “It’s not just a hobby.” That passion is something they believe every small business owner needs. When asked what advice they would give to someone wanting to start a business, Chris and Ashley both emphasized dedication, hard work, and truly caring about what you are building. “Take the chance,” Chris said. “Whether you feel that it’s not right at the moment, it’ll turn out to be right at the end. But you’ve got to have a passion for it.” Ashley agreed, adding that a business will not work on its own. It takes commitment day and night. “Make sure it’s something that you are into doing, and you want to make it work,” she said.

While the business brings joy and connection, it also carries the weight of grief. Because the shop is named in Alexander’s honor, customers often ask about him and his story. Ashley said those conversations can be meaningful, but they can also be difficult depending on the day. “There are days that we’re okay to talk about it, and then there are going to be days that we’re not okay to talk about it,” she said.

She hopes people understand that grief comes and goes. Some days are easier than others. Some days, they are smiling and cheerful. Other days, they are simply doing their best. “It’s not anything towards anybody in this community,” Ashley said. “It’s just us. It’s just not our day.” Even on the hard days, the Browns continue to show up, serve their customers, and carry forward the reason they started.

In Greenbrier, Alexander’s Southern Coffee Company has become a coffee shop built on love, resilience, faith, and family. It is a place where customers can enjoy a drink, support a local business, and become part of a story rooted in legacy.