The smell of freshly brewed espresso fills the air as shoppers stream into J.Crew Factory’s grand opening in The Shops at Farmington Valley. Behind a small but stylish coffee cart stands thirty-year-old Mon Hadzovic, Moni to most, grinning as he pours lattes. His brownish hair is combed neatly above his glasses. The cart is just about the size of a small kitchen counter, standing proudly on four wheels. He leans over to give instructions to his new employees, clicking the portafilter swiftly into the espresso machine.
His cart stands right by the store entrance, placing him next to the women’s blouses and in front of the jeans stand. J.Crew hired Moni to give away free drinks, and the customers couldn’t have been more satisfied. They shop for the latest pieces to add to their closets with a drink in hand. Others eye the cart as they flip through the hangers of neatly placed blouses and pants.
“Coffee’s international, you know, coffee transcends borders.”
Moni started Crescent Eagle about a year ago after moving from upstate New York to Connecticut. Drawing inspiration from his Albanian heritage, Muslim faith, and his upbringing in family restaurants, Moni wanted to build more than just a coffee cart; he wanted to build a brand rooted in quality, culture, community, and ethics.
Moni leapt into the small business world at a time when many may have hesitated. Many small businesses were struggling to stay afloat. Inflation was rising, making many material prices climb. According to 2024 data from the US Bureau of Labor Statistics, 20.4 percent of businesses fail in their first year after opening. The odds didn’t seem in his favor, however, Moni knew this well. “What was scary for me or for anybody? It’s like, ‘Oh, what if it doesn’t work?’ And I say, ‘okay, it doesn’t work, at least I tried, and I have a really cool espresso machine.’”
The financial aspect of the business was also something he was familiar with, especially given his background as a financial analyst. He knew the importance of budgeting and risk management. That is the main reason he chose a coffee cart, not an actual café: “With a coffee cart, you can essentially start off with ten thousand dollars.” He swept his hand toward the gleaming cart standing beside racks of fall jackets. A couple of shoppers paused to glance over, then moved on, but his eyes lingered on it, his pride, a risk he took knowing what the startup costs were. However, with a café, “You can probably spend about three hundred thousand dollars,” he explained, “and you have to have a lot of maintenance, a lot of insurance.” Even though Moni knew all the financial aspects and had come up with a solid plan, he went back to the lessons of his Qur’an teacher. “My Qur’an teacher built it in me to trust in Allah (glory be to him), our creator in all things, including business,” Moni said. “It’s one of the most courageous things to do because you’re solely relying on him, the Creator, for sustenance.” His trust in God, as well as the support he received from his wife, was enough to set him in action. “My wife was just like, ‘just do it. What do you need to explain to us? You already know what you want, you have the idea, you have the numbers.’”
The sun seeps through the glass doors of J.Crew and reflects off the metal espresso machine, casting a shiny shadow in front of the cart. The line of people demanding a taste of Crescent Eagle coffee has gotten longer. His recruits fill orders under his gaze. Moni believes that success is spiritual. “Numbers will only come if you stick to your values. Number one, my faith, my religion, and if I don’t hold that at the top, then, you know, everything else will fall.” This way of thinking is reflected in how he operates Crescent Eagle Coffee, from the ingredients he chooses to the way he connects with his customers and others around him.
“Moni, when you’re free, can we get two hot crème brûlée lattes?” one of his trainees called; her voice rose above the noise of the shoppers. Moni smiled and nodded toward me. He got behind the cart, tugged lightly at the steam wand, and held a milk pitcher under it. The wand let out a small hiss as it frothed the milk.
The name “Crescent Eagle” has a deeper meaning for Moni. “Crescents are like a new beginning, a new start in life.” He continues to talk about the eagle part of the name. “Moving was like a big step, a new area, a new journey, and an eagle is like a bold, courageous figure, and you need that courage wherever you go.” The crescent also connects to his culture as a Muslim man, and the Eagle goes beyond courage to represent his Albanian background and Ottoman roots.
Moni’s journey in business started long before crescents and eagles. He grew up helping his family run their restaurants back in New York. “The Albanians love making restaurants.” He laughed. “I started helping out when I was thirteen or fourteen, I was a shy kid, and this kind of helped me become more outgoing in the community and just providing the best quality service possible, they pushed me to be great.”
Moni’s experience with people helped him launch his business. During the holy month of Ramadan, he catered iftar events at the Islamic Association of Greater Hartford, Young Muslims events, and even had pop-ups at Halal Buns in New Britain. He recalls that “during the last ten nights after Prayer and just listening to everybody, sharing coffee, and just enjoying the moments. That’s when I really took off personally.” From there, the cart began showing up at more events, from mosque gatherings to baby showers to weddings and many more. The community he aimed to create continued to grow. With every step of the way, Moni remained true to his principles: high-quality coffee, genuine hospitality, and staying close to his faith.
“My Qur’an teacher built it in me to trust in Allah (Glory be to Him), our creator in all things, including business,”
Crescent Eagle Coffee is most known for its Baklava Caramel Latte, which I had the honor of making myself. It is inspired by the sweet buttery pastry from the Middle East and Eastern Europe. I began by clicking the portafilter into place with Moni’s help, and watched as the dark espresso brewed into the little shot cup. I took a plastic cup and put in two pumps of a syrup made of kahani cinnamon and caramel, then added milk and ice. Slowly, I poured in the espresso over the milk. The mixture of the rich espresso and creamy milk with the spices of the syrup felt like drinking a liquidized baklava, turning the experience of the latte into something that is beyond imaginable in its beauty. It combines two things that are so familiar into something entirely new. “I think it’s great because it attracts people to try it and then they just end up loving it.” His customers agree. A young shopper in a pink sweater smiles widely after trying his coffee. “I was nervous to try this coffee, but absolutely I was blown away!”
But there’s more to making coffee than what meets the naked eye. Moni understands the struggles of owning a small business, how difficult it is to transport his cart, and how hard it is to run a team. “You’re going to make mistakes. They may make mistakes, and that’s okay. They’re learning, you’re learning, and then you’re there to have a good time and then just make changes, make an impact on the people.”
Despite all the challenges, Moni remembers that he does it for his family and for his community. He believes that it changed his life for the better. His love for coffee connects him with others. “Coffee’s international, you know, coffee transcends borders.” Moni couldn’t have been more on point. A customer hesitates as she opens the door to leave; she takes a step back and walks towards the cart, “I just want to say that was the best coffee I’ve ever had, and I’ve had good coffee, I’m from Europe!”
Moni dreams of owning his own café one day, but until he does, he will continue to serve at private events, making each and every one of them special, one cup of coffee at a time.
Featured Image: Haroon (Left) and Moni (Right) at Coffee Cart / Photo Credit Dia Fortenberry
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