Ninety Ten Market was born from a simple but powerful idea: mental health conversations don’t have to be scary, stiff, or taboo. We’re here to flip the script—using humor, honesty, and a whole lot of heart to make mental wellness a part of everyday life.
Ninety Ten Market, founded by licensed therapist Michele Blake, launched alongside her counseling practice, Coffee Talk Therapy, in Cary, NC. The marketplace blends care, community, and conversation with bold (and often sarcastic) merch designed to break the silence around mental health. Because healing shouldn’t be quiet—or boring.
Having personally navigated mental health challenges, Michele understands how isolation and stigma can hold people back. Driven to make a change, she created Ninety Ten Market to spark conversations and offer apparel and products that make discussing mental health easier and more accessible.
Who We Are
Our Mission
We exist to change the narrative surrounding mental health. How? By normalizing care, reducing stigma, and giving back. We donate 90% of our profits directly to community programs that educate, support, and uplift those affected by mental health challenges.
Why Humor?
Because sometimes, laughter is the best medicine. We believe humor can disarm shame, open doors to honest talk, and empower people to own their stories—on their own terms.
Brand Ambassadors
Hello, I’m Michele Blake, the proud founder of Ninety Ten Market and Coffee Talk Therapy. I’ve always believed that shopping should be more than just a transaction—it should be an experience that connects you to purpose, quality, and community. That’s why I started Ninety Ten Market. My vision was to create a place where you can find premium, thoughtfully sourced products, from fun apparel to unique home goods, all while knowing that your purchase makes a positive impact.
It’s not just about what we sell, but the values we stand behind—sustainability, generosity, and a commitment to supporting mental health causes that matter. As someone who’s passionate about fostering connections, I also created Coffee Talk Therapy to provide a space for people to talk, heal, and grow together, one conversation at a time.
I truly believe in the power of purpose-driven shopping, and I hope that as you shop at Ninety Ten Market, you feel the same sense of connection and purpose that I’ve worked hard to build. Thank you for being a part of this journey!
Hi, I’m Jillian Lorek, the founder of Hope Crest Counseling and proud brand ambassador for Ninety Ten Market. I chose to become an ambassador because I believe in the mission to change the narrative surrounding mental health. So often, mental health is misunderstood or stigmatized, and I’m passionate about creating spaces where people can open up, heal, and grow without fear of judgment.
By aligning with Ninety Ten Market, I’m not just supporting a business—I’m supporting a community that shares the same values of sustainability, purpose, and generosity. Together, we can break down the walls surrounding mental health and offer a new perspective, one rooted in compassion and understanding.
Thank you for being part of this movement. Let's work together to shift the conversation and create a world where mental health is prioritized and embraced.