About Mercy in the Morning®
Where It All Began
The idea for Mercy in the Morning® came to me on an ordinary morning. I was sitting on our deck with my coffee, looking out at the trees behind our house—we backed up to a nature center at the time, and the view was picturesque. I was in a season of rediscovering my true identity, working through breakthrough after years of living with my voice silenced. I was running gift shops and curating beautiful things for others.
That morning, as I prayed and listened, the phrase "mercy in the morning" dropped into my heart like a gift.
I immediately thought of Lamentations 3:22-23: "His mercies are new every morning." But I also loved the double meaning—that moment when you desperately need your morning coffee, when you need a little mercy to face the day. It was punchy, memorable, and deeply meaningful all at once.
I called a friend and shared the idea. They laughed, thinking it was clever. "No," I said, "I don't think it's just clever. I think it's real. I think it's going to be a brand."
We applied for the trademark. We got it—not just for coffee, but for tea, cocoa, granola, nuts, and chocolates. And Mercy in the Morning® was born.
More Than Just Great Coffee
For over 20 years, I owned and operated gift shops where I curated everything from gourmet foods to jewelry, clothing, home décor, and more. I developed an eye for quality and presentation—for things that feel like a gift, even when you're giving them to yourself.
When I began sourcing coffees and teas for Mercy in the Morning®, I brought that same discernment. I wasn't looking for the most expensive or trendy options. I was looking for exceptional quality that felt accessible—coffee that's wonderfully roasted and brewed well, teas that surprise and delight, treats that make any morning feel special.
For the past two years, I've been working with a trusted roaster, perfecting our blends, and sharing Mercy in the Morning® with friends, family, and a growing circle of customers. Now, we're bringing that same care and quality to you online.
Coffee as Connection
I'm a firm believer that coffee is about more than caffeine (full transparency: I'm a decaf girl myself). It's about the ritual. The pause. The warmth in your hands and the quiet before the day begins.
For me and my husband, coffee has become a sacred part of our story. Four or five mornings a week, we get up—before we've even brushed our teeth or showered—and go on a coffee drive together. It's our time to connect, to talk, to heal, to just be. Those drives have been transformative for us.
Coffee is a time to connect with ourselves, with the people we love, and—for many of us—with God. While caffeine energizes the body, I believe those intentional moments of connection energize the soul.
A Brand with Purpose
Mercy in the Morning® isn't just about selling great coffee. It's about creating something meaningful—something you can feel good about bringing into your home or giving as a gift.
Our heart has always been tied to prayer and community. We're connected to Good and Perfect Gifts International, a ministry focused on teaching people how to pray targeted, outward-focused prayers for one another. We've had churches and groups reach out wanting to use Mercy in the Morning® as a fundraiser, and we love that. But what surprised me most was how some of the groups said, "Can you come teach us how to pray for people? We don't know how."
That tells me there's hunger—not just for great coffee, but for connection, for purpose, for something deeper.
What's Next
This is just the beginning. Mercy in the Morning® is part of a larger ecosystem I'm building—one that includes my lifestyle brand Thankful Sheep®, my upcoming book When Silence Breaks, and my speaking work. The podcast Trust God and Be Real® is a place where people authentically share stories about what God has done in their life. My passion is helping people rediscover their true identity and step into the creativity and calling that comes from breakthrough.
Whether you're grabbing a bag of our signature Mercy Blend (my personal favorite), trying the Jamaican Me GoGo decaf (named for my grandkids who call me GoGo), or exploring our teas and treats—I hope you find more than just a product. I hope you find a moment of mercy. A reason to slow down. A reminder that His mercies really are new every morning.
Welcome to the Mercy in the Morning® family.
— Jera Lincoln
Founder, Mercy in the Morning® Coffee Co.
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Our Signature Blend
Mercy Blend is our most popular coffee—smooth, balanced, and perfectly roasted. It's my daily go-to (in decaf, of course), and I think you'll love it as much as I do.
Thoughtfully Curated & Beautifully Packaged
Every product is selected with care and packaged to feel like a gift—because sometimes the best gift you can give is a moment of mercy in the morning.
