Rose Sellars, From Technology Exec to Beloved Coffee House Founder
As soon as I met Rose Sellars from @primitive.grounds, I knew two things.
One, we were going to be friends.
And two, I needed to pay attention, because she was going to be powerful in our community.
Rose spent more than 20 years as a data and technology executive, leading growth for Fortune 500 companies like The Cigna Group, The Wall Street Journal, and Bloomberg Businessweek. From the outside, it looked like success. On the inside, she was burned out and disconnected from herself.
Instead of numbing out or choosing something easier, she chose something truer.
In spring of 2025, Rose opened Primitive Grounds on a historic corner in Old Town Meridian. An organic coffee shop built around health-forward ingredients, thoughtful sourcing, and a pace that invites people to slow down. It did not take long for it to become a place people felt drawn to, not just for coffee, but for how it made them feel.
What many people do not know is that this corner is becoming something even bigger.
Behind the shop, Rose is restoring a long-neglected 1905 building for the new @theprimitivepath and, in the meantime, has created the Sanctuary Tent, a softly lit, intimate space where yoga and wellness classes are intentionally limited to five people. She calls it The Power of Five. Small enough for real presence. For nervous system regulation. For connection without overwhelm.
This is a temporary chapter, offered only during renovation, but it feels deeply intentional. Like everything Rose builds.
She did not set out to be recognized. She set out to build the place she once needed herself. A space where people can exhale, reconnect, and feel human again.
Rose, thank you for seeing what women in this community needed and having the courage to create spaces for nervous system regulation, intentional time, and peace. And for showing others there are options other than the manic energy that leads to burn out.
