The annual Intentionalist Awards recognize small business community champions and celebrate the many ways that the value of Main Street small businesses is so much more than the products and services they sell. The five Intentionalist Awards categories (plus the Team Member of the Year category) reflect why small businesses matter – they give back, provide safe and welcoming spaces, facilitate connection and learning, and simply make our communities better.
We received 478 nominations for the 2025 Intentionalist Awards. Our panel of judges reviewed each nomination and we are pleased to announce the following finalists – all of which will receive on-stage recognition – the winner in each category will receive a $3,000 cash gift.
Honorees will be revealed at the 2025 Intentionalist Awards on Tuesday, October 14, 2025 at Block 41. MC’d by Besa Gordon, the celebration kicks off at 5:30 PM with small bites + beverages from some amazing local brick and mortar small businesses, followed by the awards programming from 6:30 to 7:30 PM. We will round things out with dessert + beverages from more incredible brick and mortar small businesses. Tickets are just $45 and available now!
Rookie of the Year
Presented by Seattle Children’s Hospital
Cheers to the new small business on the block. But beyond highlighting a business that is less than a year old (at the time of nomination), this award celebrates what the new business brings to the community, whether by filling a gap or through a unique vision or point of view.
- “There are not many places like WeRise Wines and I love that they dare to be different. Founder Jamila Conley is the embodiment of a true business leader who is intentional and inclusive not only in her own life but she has created a company that’s mission is to champion the underrepresented in the wine world and opened at Wine Bar downtown Seattle where all people are welcome and celebrated.”
- “Colleen and Isaiah have nurtured a space where craft meets community. Chef Isaiah translates stories of the African diaspora into the language of pizza, serving Roman style pizza like Seattle has never seen before. On any given evening or weekend, they are visiting local grand openings, pop-ups, or participating in community events.”
- “You can feel the passion they have for their craft and to see these unique flavors is truly an experience. Kemi consistently delivers the most unique, innovative flavors in their top quality desserts. The team strives to incorporate traditional Asian flavors within modern pastries, and this is not something I have come across often in the neighborhood.”
Community Over Competition
Presented by Fulcrum Coffee
Small businesses recognize that collaboration and supporting one another builds the community that is the foundation for their longevity and success. This award is for the small business and business owner who champions, promotes, and opens doors– who recognizes that owning and operating a small business is not a winner-takes-all, zero-sum game – who is generous with their time, space, products, and relationships for the benefit of other small businesses.
- “Complete Driving Experience (CDX) doesn’t just teach people to drive, it teaches them the importance of working together for mutual success. Tara’s actions reflect a philosophy that owning a business is about more than just profit—it’s about building relationships that benefit the entire community.”
- “Since before they opened their brick and mortar store Charlie’s Queer Books has been valuing community over competition. Once they opened, Charlie has been working with both Seattle LGBTQIA+ owned and Fremont small businesses hosting events and partnerships, hosting events with local chambers of commerce and professional organizations, and so much more.”
- “A safe space to go for resources, advice and support as a small business owner. Nothing is ever gate-kept, everyone wins with Luv-a-Latte! Aundrea the owner is so intentional and warm with her business. She’s been taking the Tacoma community along with her and caffeinating them with love, laughs and care.’
Cross-Cultural Champion
Presented by Seattle Credit Union
Diverse cultures contribute to the vibrant communities where we love to live, work, and play. This award celebrates a small business that also serves as a place to authentically experience other cultures – that make cross-cultural connection and learning possible.
- “This restaurant allows me to experience authentic Korean food and Korean BBQ, and I love that they take the time to educate themselves on offering halal meat so that our Muslim communities can also enjoy Korean food! It’s beautiful to see the joining of two vastly different cultures through the love and care of Korean BBQ.”
- “Olivia Vermaak, founder of Karoo Café and Protea Yoga, has reimagined what it means to build community in Seattle. Drawing on her South African roots, she has created spaces that celebrate culture, diversity, and connection while offering people a true sense of belonging.”
- “Esme & Elodie is such a cool small business that encourages inclusiveness and promotes other smaller businesses along the way. Love having them in the community. I always walk away feeling warmer and happier in my heart.”
Heart of the Community
Presented by BECU
When it comes to giving back, local businesses are leaders. In addition to the business of small business, this award is an opportunity to acknowledge the small business and small business owner who takes care of the community – who uses their business as a vehicle to serve and support those in need.
- “Friday Afternoon Tea is a much needed queer space that also is supportive of neurodiverse individuals and people who do not drink alcohol, but do drink tea! Friday and her tea team have gone out of their way to ensure all of us have a place to gather, a place to rest, a place to learn, and a place to dream.”
- “Othello Station Pharmacy uses the tools of a small business—people, place, and persistence—to remove barriers, build belonging, and deliver care that is as culturally fluent as it is clinically sound. Even as big chains scale back, they have doubled down on service: free home delivery, mobile vaccination for homebound neighbors, and rapid collaborations with schools, faith communities, and housing providers.”
- “Friends of the Gym serves a marginalized population who wouldn’t otherwise feel welcome at the gym. It creates a welcoming space for people who have historically been excluded from traditional fitness environments, meaning queer and trans folks, people of color, fat and big-bodied individuals, disabled and neurodivergent people, and more. Being able to be with a diversity of people and still feel safe in my body is a gift in this world.”
Legacy Award
Presented by SeattleFWC26 Local Organizing Committee
According to the Bureau of Labor only a third of new businesses remain after 10 years. This award recognizes a business whose enduring presence offers continuity and comfort in the context of an ever-shifting local landscape – whose longevity has shaped and positively impacted the community around them.
- “With a remarkable 45 years in business, Monorail Espresso’s enduring presence is not just a testament to business acumen but is a powerful symbol of community and resilience in Seattle’s ever-evolving landscape. Monorail has weathered all storms and persevered through it all, coming out stronger each time.”
- “Since the 1990s, they have provided not only beautiful jewelry but also a sense of continuity for Vietnamese families marking life’s most important moments, from weddings to graduations to cultural celebrations. Their enduring presence has offered stability and familiarity in a neighborhood that has weathered economic changes, gentrification pressures, and the natural evolution of immigrant communities.”
- “Salvadorean Bakery has been a beacon in the community, truly setting the standard for what it means to create a space that brings people together. Not only did they start 30 years ago as the only place where Salvadorans (and other Central Americans) could feel safe and connected to their food and culture, but they also have introduced many people to new types of food. There is so much history in this place!”
Congratulations to the finalists. So many wonderful spots! I love my tea and books so I’m especially happy to see Friday Afternoon and Charlie’s.