Specialty tea retailing glitters with gold-rush promise, yet success demands capital, planning and stamina. Entrepreneurs must cultivate trained, loyal staff; cement customer loyalty through superior service; choose proven locations; welcome competition; offer diverse, dependable products; and never neglect properly brewed tea. In this brave market, mastery tempers romance and rewards.

After years of slumbering promise, U.S. specialty tea is gaining critical mass, propelled by favorable media, health research, baby boomers and latte fatigue. Like natural foods, tea is moving from niche to mainstream, inviting corporate consolidation, regulation, flavored innovations, scarce premium estates and a record decade of growth ahead nationwide.