When Jaydon Early ’25 graduated from high school, he sought to pursue something different from his childhood in rural Stanardsville, Va. He wanted to use his entrepreneurial spirit to build something bigger than himself.
After discovering Marymount’s close-knit community, he moved to Northern Virginia and enrolled in the University’s Business Administration program.
“I liked the small campus size, which means small classes and more opportunities to connect with peers and instructors,” Early explained. “Being so close to D.C., I knew the connections I made here would turn into great opportunities in the future.”
He wasted no time making himself a pillar of the campus community, serving as a resident assistant in Rowley Hall and joining the executive board of the Association of Campus Events. While living on campus, Early noticed a gap in late-night campus food offerings.
“There were no on-campus dining halls that could cater to that late-night study crowd. People were stuck using vending machines or DoorDash. I knew there was a demand for something else, so I just took that idea and ran with it.”
From there, the Underground Coffee Shop was born. Operating from his dorm room, Early offered late-night service and served specialty milkshakes to his campus audience.
“Underground Coffee Shop is a concept that grew out of my desire to apply what I was learning in my Business Administration classes to real-world business and entrepreneurship. The coolest part has been turning something from an idea into a tangible product. With the help of my peers and professors, I’m learning how to navigate the intricate details of running a business and how to pick myself up when I fall.”
What started with only four drink options eventually expanded to hundreds of menu offerings, along with an online ordering platform and delivery service across campus. The dramatic growth was fueled by both the quality of the drinks and the strong sense of community that developed around Early and his business.
“People on campus knew me, and they knew I loved to serve,” he said. “I wasn’t in it to make money or get recognition. At the end of the day, I do it just to make people smile and give back to the campus community.”
But after Early graduated in 2025, the Underground Coffee Shop faced its first significant challenge—how to transform the business from a campus-based passion project to a fully functioning food service operation.
“That transition was extremely scary. In the dorm environment, I had a captive audience. Moving into the real world meant figuring out why people liked Underground and what parts of the experience made them want to come back. I realized I needed to continue focusing on community, giving back and creating an experience that people wanted to be part of.”
Early started by purchasing and retrofitting an old trailer that could act as his home base. Then, he revamped the menu by adding new milkshake, coffee, energy and chilled drink options. This included developing the company’s signature drink, the “Shakato”—shaken iced coffees with evaporated milk foam.
Armed with a new business plan and menu, Early started parking in different locations across Charlottesville, Va., hoping to attract a new customer base.
“At first, it was just my friends and family members coming out to support me and spreading the word about it,” he explained. “Now I have regular customers, delivery drivers, first responders, local workers, people I had never met before who keep coming back. Coming from a small town, it’s surprising to see so many people supporting what I’ve built. The community response has been overwhelming in a really positive way.”
Because he’s unable to serve drinks every day of the week, Early partnered with local boutiques to sell bottled Shakato mixes for customers to enjoy at home. He hopes to expand in the near future by purchasing more trailers, exploring new retail opportunities and collaborating with colleges to diversify campus food options.
“You have to take risks, and your plan doesn’t have to be perfect,” Early said. “My business plan was never fully complete, but I knew what I wanted to do and how I wanted to make it happen. If you understand how business operates and you have the passion and willpower to execute your idea, that’s what really matters.”
