Black Diamond Coffee Roasters was founded in August 2024 with a clear vision: to build a roastery rooted in the mountains of Western North Carolina, with plans to open near Sugar Mountain and Banner Elk in April 2025. What began as an exciting new chapter quickly took an unexpected turn.

In September 2024, Hurricane Helene swept through the region, devastating much of the Western NC mountains—including the Banner Elk area we had set our sights on. The location we were preparing to lease suffered significant flooding, with water damage reaching up to three feet. With so much uncertainty around recovery timelines, our original plans were put on hold.

Rather than stepping back, we chose to adapt.

In March 2025, we purchased our first coffee roaster. While smaller than originally planned, it marked an important step forward—we knew it was time to start roasting. By May 2025, Black Diamond officially began its roasting journey, holding onto the hope of eventually relocating to the mountains later in the year.

As the months passed, available spaces in the area became increasingly limited. While many businesses showed incredible resilience and began rebuilding, commercial opportunities remained scarce. This challenge pushed us to think differently about how we could grow and connect with our community.

In December 2025, we began exploring the idea of a mobile coffee setup. But instead of creating a typical coffee truck or trailer, we wanted something more unique—something that felt like an experience, not just a service.

By January 2026, the Black Diamond Coffee Cart was born.

Our coffee cart is fully mobile, designed to operate both indoors and outdoors, and built to bring something special to every event. From custom drink printing and personalized cups to tailored menus and branded sleeves, we’ve created a setup that goes beyond coffee—it creates memorable moments. Our goal has always been to elevate the experience, making each event feel distinct and intentional.

Today, Black Diamond Coffee Roasters continues to grow on two fronts: expanding our roasting operations and refining our coffee cart experience. We remain committed to our original vision and are planning to relocate our roasting operations to the mountains in 2026.

While our roots are in Western North Carolina, our reach continues to expand. Our coffee cart travels throughout Central and Western NC, bringing high-quality coffee and a one-of-a-kind experience wherever it goes.

What started as a setback became a new path forward—and we’re just getting started.

About the Founder

Black Diamond Coffee Roasters is led by Joey Fellores, whose journey into coffee is anything but traditional. A motorsports professional by background, Joey calls Grand Rapids, Michigan home, but has spent his entire adult life living in North Carolina. In 2018, he was introduced to specialty coffee—an experience that completely changed his perspective, showing him that coffee didn’t have to taste bitter or burnt. That moment sparked a deep curiosity that quickly turned into a passion.

Joey immersed himself in the craft, researching coffee, attending industry conventions, and studying barista fundamentals to better understand the art and science behind every cup. With prior experience as a business owner—including running a landscaping company and managing rental properties in Sugar Mountain—he combined his entrepreneurial mindset with his growing love for coffee to build something of his own.

After spending 30 years in Mooresville, Joey felt called to a simpler, more charming lifestyle in the North Carolina mountains—an environment that reminds him of home in Michigan. He has a deep appreciation for the outdoors and wildlife, and that connection to nature continues to influence both his life and the vision behind Black Diamond Coffee Roasters. Supported every step of the way by his wife and children, Joey’s journey is rooted in family, resilience, and a passion for creating something meaningful.