When Christina DeVictor and her husband, Tony, were ready to grow their Roswell-based restaurant, Fellows Cafe, they knew they needed the right guidance to make it happen. At the suggestion of their landlord, who had worked with the University of Georgia Small Business Development Center (UGA SBDC) 25 years earlier, they connected with Daniel McCoy, a senior business consultant at the UGA SBDC at Kennesaw State University.
With McCoy’s support on business planning, financial projections, and securing funding and real estate, Fellows Cafe has experienced an 87% growth in sales and is preparing to expand with a new concept: an indoor market location called From the Well, set to open just next door.
The idea for Fellows Cafe was born from Christina DeVictor’s travels as a destination wedding photographer.
“In all the places we visited across the globe, Tony and I kept seeing these community breakfast cafés with lines out the door,” said DeVictor. “They were a hub for friends and family to gather, to escape. And we wanted to create that in Roswell.”
And they did. Housed in a restored 1890s Victorian home, Fellows Cafe reflects the DeVictors’ creative roots and attention to detail. They leaned into the building’s historic charm, filling the space with antique furniture and décor. Every element, from artfully plated dishes to the intricate latte designs, was crafted to create an experience that put aesthetics first.
“I was just doing things based on what looked beautiful,” said Christina DeVictor. “All the food was meant to be beautiful, and people tend to eat what’s beautiful.”
As the DeVictors created this artful atmosphere, Fellows Cafe quickly became the talk of the town and was on track to be a one-of-a-kind destination in Roswell. To ensure the long-term viability of their location, they connected with McCoy to develop a plan for purchasing the property that houses Fellows Cafe.
“Working with business financials was a new concept for me,” said Christina DeVictor. “Daniel helped us run the numbers and create the financial projections which we used to secure a loan through First Horizon Bank. That loan allowed us to purchase the property, which felt life changing.”
That same year, COVID-related restaurant closures began to take a toll. With indoor dining shut down, the future of their business was at risk.
“Daniel helped us apply, obtain and properly utilize emergency pandemic funding, which allowed us to get our staff back to work and right the ship,” said DeVictor.
As the popularity of Fellows Cafe continued to grow, parking quickly became a challenge. The DeVictors were paying for a parking area several blocks away from the café, but it was an unpaved lot and not in an ideal location.
When an adjacent building became available, with parking included, the DeVictors saw an opportunity. In addition to the convenient location, the cost of leasing the building and parking lot was nearly the same price they had been paying to lease the parking lot alone.
This adjacent property would also give the DeVictors the space to create their second business, a new concept that had been on their mind.
“I envision From the Well as a place you’ll walk in, grab a coffee and a loaf of bread to go, and just explore all the different retail offerings,” said Christina DeVictor. “In addition to grab and go goods, we are hoping this space will also serve as an area for Fellows Cafe patrons to gather as they wait for a table in the café.”
Before committing to moving forward with this idea, DeVictor again met with McCoy.
“Daniel helped me create the business plan for our new concept and run through financial projections. He helped me think through whether starting the business was a wise decision for us and if we should pursue additional funding,” she said. “He was just awesome in keeping me at the center of what was best for our business.”
They decided to lease the adjacent building and move forward with their new business. After several years of diligent work, the DeVictors will open From the Well in December 2025.
Since working with the UGA SBDC, Fellows Cafe has seen an 87% increase in sales. In the first six months of 2025 alone, its sales have increased 10% to 12% each month.
Christina DeVictor noted in addition to the financial and real estate connections the UGA SBDC provided, the financial skills she learned from McCoy were among the most valuable.
“His connections and his financial background were so helpful for us. I am still implementing the financial calculations and projections that I learned from him in the business today,” said DeVictor. “Daniel really cared for us and wanted to see the business succeed. He put our business first.”
Funded in part through a Cooperative Agreement with the U.S. Small Business Administration.
All programs of the UGA SBDC are open to the public on a non-discriminatory basis. Reasonable accommodations for persons with disabilities will be made if requested at least two weeks in advance.
The UGA SBDC is an accredited member of America’s SBDC.
The University of Georgia
Small Business Development Center
382 East Broad Street
Athens, GA 30602-5412
P: (706) 542-2762
