Seattle Culture
Trailblazing Women: Rachel Barnecut
Founder, Matcha Magic
By Rachel Barnecut June 5, 2025

This article originally appeared in the May/June 2025 issue of Seattle magazine.
For nine years, I worked in technology at a company whose culture resembled a boys’ club. I was a cog in a big machine, where my ideas never made an impact on decisions that affected me and the outcomes I was working on. I learned the concept of “servant leadership,” which emphasizes empowering team members. However, in application, it primarily benefited senior employees, leaving behind the hardworking teams, myself included.
I wasn’t thriving. I knew that to thrive, I would need to create a different path forward, where my contributions were valued. I was excited again. I felt compelled to see if I could instill that feeling in other women, even if in a small way.
As the world paused during Covid-19, so did I. Instead of thinking about ticking items off my to-do list, I began to explore how I wanted to work with and show up for my community in a way that I was excited about. As an introverted eldest daughter, I was terrified to leave a complacent yet comfortable job to start Matcha Magic, the region’s first matcha café. The excitement of sharing, educating, and introducing the community to matcha stirred a new kind of motivation in me.
To combat the fear, I took a cautious but strategic approach by seeking advice from other small business owners, diving into intensive business planning and working on building a strong financial foundation. I also prioritized gathering feedback from potential customers through pop-up events and online surveys, which helped refine my vision and build confidence in my concept. The encouragement I received from friends and family who believed in my passion was invaluable.
Our community graciously gave me the confidence I was hoping for by showing up and supporting a small local business. Shortly after opening, I experienced the moment that so many hope to have, the “They really like me! And my matcha!”
I was proud to have created a safe and welcoming space for everyone. I always look forward to receiving feedback from customers, both positive and constructive, to continuously improve Matcha Magic. This feedback loop, whether through casual conversations, online reviews, or suggestion boxes, allows me to understand what resonates with the community and where I can adjust. I have learned to embrace feedback as a valuable tool for growth: refining my menu, enhancing the customer experience, and fostering a deeper sense of community.
The confidence I gained in launching Matcha Magic impacted my personal life, too. As a new mom, some days take me back to starting my business, where I feel like I have no idea what I’m doing. Now I can lean in, knowing that the beauty in life is our ability to grow and change and work hard for the things that are worth it.
I encourage other women to give themselves the space and time to create and cultivate new ideas and paths. My goal is to provide opportunities for other women to reimagine “the machine” of a workplace or home, where all members are an integral cog, where confidence can be rooted, ideas flourish, and the impact of ideas rewarded. I want to build a community where growth is encouraged and women feel empowered to pursue their passions and create businesses that reflect their values and contribute to the well-being of their communities.
I love that Matcha Magic’s senior leadership team is comprised of women eager to evolve and grow with us. As Matcha Magic grows in other parts of the country — Arizona, New Orleans, and California — it is exciting to see that growth fueled by women who are not only passionate about matcha, but are excited to work on something that is their own.
I feel so proud to support other women who are eager to contribute to their communities and build their confidence in a new way.
This feature is part of our annual Trailblazing Women series, honoring 10 women who turn challenges into progress and lead with courage, vision, and grit.