Meet Noelle Cosby | Owner I Curator I Brand Creator

We had the good fortune of connecting with Noelle Cosby and we’ve shared our conversation below.

Hi Noelle, what is the most important factor behind your success?
It is important to know that both my personal success and our brand’s success lies in the core values we uphold: devotion, honor, and family. At the heart of everything, my faith plays a foundational role in every decision I make. As an entrepreneur, I strive to live a faith-led life that centers on daily prayer, integrity, and seeking wisdom—whether from the Bible, my husband, or other leaders and believers who have helped shape my perspective.

Honor is a compass for me. It helps me recognize the value of respecting everyone in our circle—our team, guests, partners, vendors, and even the earth itself. We believe in treating people with kindness, respect, and acceptance, creating a welcoming environment where people feel valued. In our community, we’re proud to be known as a positive presence, and our honor for the environment shines through in our commitment to eco-friendly packaging and sustainable practices.

Finally, our value of family is perhaps the largest influence on our brand. Our motto is “work as a team with the heart of a family,” and we mean it—our staff isn’t just a team; they’re family and play an intricate part in our guests experience. This is especially true given that my daughter Kara is a co-owner and team manager, my husband Jason is our head of coffee and lead roaster, our daughter Guin manages our social media, and our youngest son can sometimes be found helping us take an order when they it gets busy. At the end of the day, our family mission to “drink coffee and love people” is what makes us who we are!

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
At Lily & Sparrow Mercantile, we’re more than just a coffee shop—we’re a family-owned artisan coffee roaster, espresso bar, and community market. If you stop in you will find a joyful crowd, locally sourced organic produce, pasture-raised eggs, incredible artisan teas and coffee all prepared by our expert team rooted in faith, family, and a genuine commitment to connection.

Our name reflects the core of our mission: the Lily stands for comfort and peace, and the Sparrow symbolizes family and significance. These symbols are reminders of our purpose: to serve each guest who walks through our doors with excellence and joy.

Building this business as an autistic entrepreneur has been both challenging and deeply rewarding. Navigating daily business complexities while honoring my unique differences has meant embracing creativity, finding new ways to connect, and creating an environment that values many perspectives. The support of my family has been foundational. Together, we’ve faced setbacks and learned to approach obstacles with resilience and tenacity. When thing become difficult, we choose joy and trust faith to see us through.

As a company we are dedicated to ethically and globally sourcing green coffee, bringing unique, seasonal flavors to our customers while supporting sustainable practices worldwide. In 2023, when we needed to relocate and re-imagine our brand, our values kept us grounded, and our family team pulled together to build an even stronger vision for Lily & Sparrow.

Through our roaster partnerships, we’re excited to extend our values-driven approach to other communities seeking to impact their cities with a similar mission as our own, not only serving our city but creating a ripple effect of connection and joy. Our motto, Drink Coffee, Love People, captures what we aim to bring into every interaction: warmth, kindness, and a lasting sense of belonging.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Day 1: Welcome to Covington
We would begin the trip with a stop at Lily & Sparrow for coffee of course. Afterward, stroll through Covington’s historic square to soak in the small-town charm before heading to relax at Lavish Studios for a holistic facial treatment and zero gravity massage. Then off to a memorable dinner at City Pharmacy, where fresh, local ingredients take center stage.

Day 2: Madison & Farmview Market
A short drive brings us to Madison, GA, a picturesque town known for its historic buildings and shops. We’d visit Farmview Market, where local produce, unique finds, and Southern hospitality make for a perfect lunch and shopping experience.

Day 3: North Georgia Mountains & Vineyards
We’d spend a day in the North Georgia mountains, enjoying scenic trails and visiting vineyards to sample regional wines. With stunning views and serene surroundings, this day is all about taking in the beauty and nature of the mountain scenery.

Day 4: Atlanta Adventures at Krog Street Market & Ponce City Market
In Atlanta, we’d start at Krog Street Market, enjoying a range of local food vendors and artisan shops. Later, we’d head to Ponce City Market for shopping, rooftop views, and more dining options, catching a sunset over the city.

Day 5: A Peaceful Visit to The Monastery of the Holy Spirit
Today, we’d experience the serene grounds of The Monastery, exploring the Monastic Heritage Center, the on-site store, quiet walking paths, and the cathedral. This day will be a refreshing, tranquil retreat that adds a unique dimension to the trip.

Day 6: Costley Mill Park Picnic
After stopping into Little Rabbit Bake Shop for a fresh baked muffin, a day of nature awaits at Costley Mill Park, where we’d bring along a packed picnic and enjoy the scenic views, waterfalls, and walking trails. This relaxing day offers a perfect blend of natural beauty and quiet moments to reflect.

Day 7: Private Roasting Class & Farewell Lunch
For the final day, we’d start with a private coffee roasting class at Lily & Sparrow, learning about the roasting process and sampling fresh brews alongside house-made pastries. Then, we’d head to Lucky Day for a laid-back lunch, closing the week with comfort food and vintage vibes.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
My husband, Jason, and my daughters, Kara and Guinevere, deserve much credit and recognition. As a neurodiverse (autistic) business owner, I would never have been able to bring our family’s vision from my creative mind into the marketplace without their support. They are my strength, my voice, and often my safest place. With their love and encouragement, Lily & Sparrow has become a thriving reality, and with them by my side, anything seems possible.

Website: https://lilyandsparrow.co

Instagram: @lilysparrowco