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.

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.

Why Humor?

  • A woman with curly gray hair wearing glasses with a floral pattern, smiling, wearing a Star Wars hoodie, with curtains and a yellow wall in the background.

    Michele Blake, Coffee Talk Therapy

    FOUNDER

    In addition to my counseling work at Coffee Talk Therapy, I’m also passionate about shifting the narrative around mental health through Ninety Ten Market. By breaking the silence, sparking conversations, and making mental health discussions more accessible, I aim to create a space where healing is not just about therapy—it’s about how we talk about mental well-being in our daily lives.

    Contact
  • A woman with long, wavy brown hair smiling, wearing a blue plaid shirt, in an indoor setting.

    Lillian Lorek, Hope Crest Counseling

    Brand Ambassador

    As the founder of Hope Crest Counseling, Jillian is a proud brand ambassador for Ninety Ten Market because she shares a deep commitment to helping people feel truly seen, heard, and valued. She believes in the power of breaking the silence and amplifying voices, making her a natural fit to represent the mission of Ninety Ten Market.

    Contact