Dardra Coaxum’s Legacy: Harlem Shake To HRLM Champagne

 

When it comes to keeping Harlem’s vibrant culinary culture alive, DarDra Coaxum is a true powerhouse. As co-owner of Harlem Shake, the beloved neighborhood burger joint serving up classic flavors with a side of nostalgia, and HRLM Champagne, a bubbly brand bringing luxury and legacy to every pour, DarDra is redefining what it means to build businesses with deep cultural roots.  

From running a Harlem staple that’s become a go-to for locals and celebs alike to breaking barriers in the champagne industry, she’s proof that success in food and beverage isn’t just about great taste—it’s about community, culture, and keeping it in the family.

In this special Queens of the Food & Beverage Scene conversation presented by She Did That. and MadameNoire, we’re diving into the business of flavor, the power of ownership, and how DarDra Coaxum is making HERstory each and every day. 

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MadameNoire: Harlem Shake has become a beloved staple in the neighborhood. What inspired you to invest in this brand as a co-owner?

DarDra Coaxum: Well, my first inspiration was my father, who introduced me to the entrepreneurial world. He showed me what wonderful things you could create as an entrepreneur and how impactful it can be for our community. Growing up in Harlem, I have seen the best and also the worst. Having a hand in what my community eats was something I wanted to have a part in.

 

As a woman who comes from a family of entrepreneurs, can you tell us a little bit about your entrepreneurial legacy in the Harlem community and how it shapes the work you do today?

The first entrepreneur in our family that I knew was my grandfather. He started with a corner store/grocery store that he owned with his mother on 121st and Manhattan Avenue, which led to him buying the brownstone the store was in. This would be the first of many brownstones that he purchased.

But throughout his life, I have noticed a common theme… he always strives to put our people first and to look out for those in need. Whether that’s hiring Black people to work for him or helping another Black person in need, he remained committed.

My grandfather has told me many times about how successful I will be in my life but asked me to make one promise, and that is to take another Black woman with me to the top. I try to do my best with this, with the jobs I select, the people I work with, and the organizations I donate to.

 

Harlem Shake is known for its nostalgic vibe and signature offerings. What goes into curating a menu and experience that keeps customers coming back?

At Harlem Shake, we certainly like to keep things classic and quality. All our food and drinks are made fresh, with quality and delicious ingredients. Aesthetically, our interior gives a nostalgic feel of being transformed into an old-school diner.

While we are currently in 2025, we certainly like to keep things fresh and frequently introduce new fun items with our seasonal specials. So even though everyone loves a classic vanilla or chocolate shake, it’s nice to introduce other flavors to our customers, such as our newest Strawberry Cheesecake Shake, which we named “Sweet Lena” to pay homage to the late actress and activist Lena Horne during Women’s History Month.

In addition to this, we are partnering with Figure Skating in Harlem, who will receive a portion of the proceeds of every Sweet Lena Milkshake sold at both of our locations in NYC (Harlem Shake’s second location is in Park Slope, Brooklyn, NY.)

 

Community is a huge part of Harlem Shake’s identity. Can you share how you’ve prioritized giving back and supporting the community?    

All year long, we participate in food-friendly charity events for City Harvest. Central Park Conservancy, Michael J. Fox Foundation, NYC Wine and Food Festival, and many others.

One of our favorite ways we give back to the Harlem community is through the Mr. and Miss Harlem Shake competition. Every year, we host a competition where a Harlem resident over the age of 18 has the chance to win $1000, plus $500 to their local charity of choice. Plus, they win free burgers for a full year and get to join us in the African-American Day Parade. 

Source: Karston Tannis / Karston Tannis

Source: Karston Tannis / Karston Tannis

As we celebrate Women’s History Month, what does it mean for you to be a female leader in the food and beverage industry?

In history, women have already had a reputation for making delicious home-cooked meals and creating monumental moments in their kitchens. For me to continue this on a larger scale with my partner Jelena Pasic means everything.

We get to share these moments with our customers daily, continuously creating memories for everyone who visits us. Not only are women running the kitchen, but entire households. It is natural for us to be leaders, and this should be reflected not only in the food & beverage industry but all industries. I am just happy to be one of the women doing it! 

 Who are some women—whether in business, your personal life, or history—who have inspired your journey as an entrepreneur?

My partner and founder of Harlem Shake, Jelena Pasic has been my biggest inspiration in this industry. She took me under her wing and showed me how to run a business efficiently. It is not always easy being a woman in a male-dominated field, but Jelena does this with ease. She has shown me how to do the same and not be intimidated or back down from any challenges.

Fawn Weaver, the founder of Uncle Nearest Premium Whiskey has also been a huge inspiration for me. There isn’t an event that I have worked at with HRLM Champagne, where her whiskey isn’t right beside my Champagne. Seeing her brand in so many places encourages me to dig deeper and find out how I can continue my journey of success as well.

Ladies such as Sylvia Woods and Melba Wilson have also been a huge influence on me. Seeing Ms. Woods take her food from restaurants to being packaged in grocery stores is something I would love to achieve. Seeing Melba open locations in places like Grand Central Station and sell at the U.S. Open, I mean, wow… who wouldn’t be inspired!?

As a serial entrepreneur, who is also co-owner of HRLM Champagne, what tips do you have for sharing your journey on social media and giving your followers a glimpse into your life as a mover and shaker in New York City?

Be yourself, and don’t worry about what people think when it comes to being visible on social media. Being judged by others gets in the way of a lot of people using social media effectively. But in the end, it doesn’t matter, and you will look back on your life and wish you had done it.

Stay true to yourself and your brand. Do not go on the internet pretending to be like another creator or following trends that don’t align with who you are. What attracts people to you is you! So, stay authentic, and this will be reflected in your content.  

Looking ahead, what’s next for Harlem Shake and how do you envision the brand’s impact on the food scene in the future?

We are currently franchising nationwide. We just signed our first franchisees opening in Philadelphia later this year. I am very excited to introduce the Harlem Shake brand across the country and looking forward to what’s next! 

RELATED CONTENT: She Did That

Join She Did That. and MadameNoire on April 6th in New York City for Queens of the Food & Beverage Scene. Shop, sip, and experience best-selling dishes from some of the most popular Black women-owned restaurants in the industry. Click here for tickets and additional information!