Selina Ullrich, who ran retail and wholesale operations at East One, founded High Beam and directs its coffee. She is also operations director at La Baia Coffee Supply, which works with partner farms, and she roasts samples for both on a small-batch roaster connected to her laptop.
The roastery and cafe opened on Van Brunt Street in Red Hook in November 2025, and a second cafe followed on Court Street in Carroll Gardens in April 2026. Every coffee rotates through batch brew, and the cafes do not make pour overs. Pitalito Smallholders is the 'always' coffee on the wholesale menu, sourced with espresso in mind.
