Neighbors christened Deja Brew, the long-awaited new coffeehouse at West Rock and Edgewood, with this teddy bear.
A “quiet launch” has taken place this past week. For years neighbors told Carol Frawley they’d like her to open a Lulu’s-style shop in the building across from Edgewood School.
Families with young children (dozens have bought homes within a block of the store) filled the shop Sunday. One of them donated the teddy bear as a playmate for the under‑8 set.
Frawley’s husband Mike, meanwhile, had scoured antiques stores for other homey furnishings, such as this 1920s Register rack (filled with 2007 vintage editions), a 1930s Zenith radio console …
… and this Mother’s Oats box. Mike attached the box to an antique sewing stand. Voila — the official Deja Brew trash receptacle. The mantel above the fireplace features a photo of the Hillhouse High School Class of 1932.
“I wanted it to be a cozy, comfortable place,” said Carol, who first got the idea for the shop more than a decade ago. She was inspired by a gathering spot where her family vacations in Edgartown, Mass. A devoted mom, Carol waited until her youngest son left home for college to undertake the project here. Her husband worked along with two volunteers, neighbor Chuck Wong and brother-in-law Joe Salerno, to carry out a loving renovation of the space.
Deja Brew offers classic New Haven coffehouse fare: panini sandwiches, bagels, muffins, pastries, croissants, along with gourmet coffee and tea. And room to hang out, of course. Hours for now are 6 a.m. to 4 p.m. weekdays, 7 – 2 Saturdays, 8 – 2 Sundays. Frawley said she’ll open longer come spring and summer. Pictured: manager Marco Borges.
Ed Burns, Edgewood School’s assistant principal, stopped by Monday to order gift certificates for the custodians. It was a holiday present. The shop itself is a gift to the school, to hear Burns tell it, a “neutral environment” for teachers to meet with parents, or just grab a bite or a coffee. “It’s kind of great,” he said. “People are super-excited.” The shop also seems an ideal spot for the many parents who walk to the school to pick up children, or for the neighborhood’s home-based professionals. Frawley expects to have wireless internet available next week.
Unlike at, say, a Koffee? Too, the vibe is vintage, not hip. The soundtrack is generally ’40s standards, Frawley said. On Monday it was Christmas music. Son Tucker (pictured with Carol) was helping out in between his MBA studies at University New Haven and his Yale coaching duties. He chose the day’s music.
It's very exciting that Deja Brew is now open (and with free WiFi on the way! just terrific). It's been a long time coming, and everyone is really happy to see it ready for business. I hope Carol is open to just a little friendly advice: If you want to get the young professionals moving onto West Rock, Central, and elsewhere in Westville, please offer the New York Times in addition to the Register (nothing wrong with the Register, I read it, but it's so flimsy that we need another paper for when we're finished), and please PLEASE play better music. There just aren't that many people who want to hear Perry Como and the Andrews Sisters. Don't get me wrong--I love Sinatra, I can even handle Johnny Mathis, but in small doses. For a regular musical diet, a coffee shop needs a more youthful and eclectic mix: some Motown, some jazz, some folk. If you're not sure what I'm talking about, listen to WEHM 92.9 for hints--or put out a suggestion box--people will be happy to share ideas. Again, I don't mean to be difficult, but the music you're playing will drive people away, seriously--even if everything else is lovely, which it is. If you want it to be a hangout, you can't play music that only a tiny percentage of the neighborhood wants to hear. And as a rule, old people will more happily put up with young people's music (so long as it's not too loud) than vice versa.
Also, the baristas need a little more training--drinks have been a bit thin and need to be stronger--but that's the way it is with any new coffee shop, and obviously the kinks will get worked out. But if you're going to make mistakes, the drinks should be too strong, never too weak.
Finally, to everyone else reading, you should check out Deja Brew! Despite these minor flaws, it's a cozy place with good hours and good service.