Meet Rafael Hernandez | Alfred Lane Founder

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

Hi Rafael, can you tell us about an impactful book you’ve read and why you liked it or what impact it had on you?
“The Alchemist” is a book I read once, sometimes twice a year. It’s a book about a boy who goes on a journey from Spain to the Pyraminds in Egypt in search of a buried treasure. The book is often recommended to entrepreneurs because the story demonstrates the tenacity the boy has to continue on his journey despite unexpected setbacks, major disappointments and even encounter things or people that could be considered a good outcome but are not the ultimate goal. Rather than settling for good, the boy continues on his quest for the great treasure he’s been dreaming of for so long.

Obviously that same tenacity is needed in the entrepreneurial journey. I’ve encounted many stages in my life where stopping there would lead to a decent life and maybe some happiness. But inside, I need to know I have done everything in my power to give myself the chance to find my “treasure” of financial and personal freedom.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
I started Alfred Lane in 2013 making solid colognes. These travel-friendly alternatives to spray connected with our target audience from the beginning. In 2018 I expanded to other personal fragrance form factors and created a line of home fragrances ranging from candles and incense to room sprays and reed diffusers.

In 2021 I launched a line of coffee in collaboration with Lucky Goat Coffee Company. The thread between selling coffee and fragrances is that I love coffee and fragrances. But also that both engage your sense of smell, touch, taste, sight and even sound (nothing like the sound of pouring coffee into a mug in the morning).

Running a business hasn’t been easy. But every experience has served me. And even more importantly, I’ve learned that every skill I’ve picked up along the way serves me and my business.

I worked as a barista at Starbucks when I was younger. I learned how to sell and the same pitchers for frothing milk, I later used in the initial stages of pouring colognes and candles. I went to school for graphic design and I used those skills to design my brand from the ground up. I took photography in college and that helped me shoot my own photography. I did consulting for a big firm in my last corporate gig. That taught me to stay light on my feet and to be able to adapt to any situation that comes my way.

My brand is one giant sandbox where I experiment with scents, flavors, images and textures. What I put out into the world is the culmination of the research and countless hours of testing manifested in what I hope will enhance people’s experiences on a sensory level.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Miami has phenomenal options for restaurants, bars and different types of experiences. For brunch I’d take my best friend to my new favorite restaurant Jatto in Wynwood. They have a great menu with delicious options for everyone (vegetarians and meat lovers alike).

After a good meal, I’d take my friend to Little Havana for some Cuban coffee. La Colada Gourmet refers to themselves as “The House of Cuban Coffee” and we’d have a cortadito. Calle Ocho also has fun people watching and I like walking down the street for a unique Miami experience.

In the afternoon, I’d suggest we go to Miami Beach and relax at the beach around South of Fifth where the locals hang out. Assuming zero traffic and because Miami has really great happy hour options all over the city and in Miami Beach, I’d take my friend to Casa Florida in the downtown area.

When you arrive, it looks like a house but when you walk through it, there’s a retrofitted bus parked with dining tables. In the different patios, you can expect people hanging out in lawn chairs, people playing ping pong and plenty of Instagramable areas themed in flamingos. But most importantly it has a really cool bar. I’m a big fan of their Smokey Clarified Paloma.

Then after a drink or two, I’d hop back to the beach to Juvia. Their food is exquisite and the rooftop views are killer. They usually have a DJ spinning deep house (I’m a big fan of house music). By now my friend has seen some of my favorite spots but I won’t let them leave Miami without making one last stop at Swizzle Rum Bar & Drinkery. I’ve known the owners/bartenders since their previous concept at Employees Only and always come to hang out with them in their new establishment.

This is one of my favorite speakeasies in Miami and the quality, thought and care for each drink is stellar. I’d get us two Old Marleys which is their take on Old Fashioneds. They have a really cool smoker where they infuse your drinks with wood chip smoke. The whole experience is like traveling back in time a bit but in a really unique, spirit-forward way.

And if for some reason we get a second wind, Miami has plenty of options like salsa clubs, dive bars, lounges and rooftops where we could easily go and continue enjoying what the city has to offer.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I’d give a shoutout to my parents. They left Venezuela in the 90s to further their education in the United States. They took a leap of faith to provide my sister and I with the opportunities our home country couldn’t give us. They also pushed me to think big and to believe I could do whatever I set my mind to.

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