How Sarah Donjuan’s Hobby Became JJ’s Flower Shop
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Building JJ’s Flower Shop
Sarah Donjuan didn’t set out to become a florist. In 2018, fresh out of business school and looking for a creative side hustle, she landed on a 1967 Volkswagen flower truck — and accidentally started a floral business with staying power in Atlanta. In this episode (Ep. 147), Sarah walks us through the full arc of JJ’s Flower Truck and Shop: from a curtained kiosk at Ponce City Market to a 1,500-square-foot Dunwoody dream shop, and from a one-woman operation to a full, talented team. She’s honest about the highs, the lows, and everything in between — including what it really takes to build a business that can run without you.
Join us as we chat with Sarah about:
- Starting a business with no industry experience and a “figure it out” mindset
- Growing from a pop-up model to a brick-and-mortar shop
- Listening to customers to decide what to offer next
- Building and sustaining a team — hiring, firing, and building culture
- Launching national flower shipping
- Competing with large floral brands in the online marketplace
- Balancing entrepreneurship with marriage and children
- The long-term vision: satellite shops in Chicago, LA, NYC, and Austin
JJ’s Flower Shop for Maybelline
Connect with JJ’s Flower Shop:
JJ’s Flower Shop for Lotus Cars
TODAY’S EPISODE IS BROUGHT TO YOU BY:
Looking for floral resources? Bloom Trust Co is the place to find floral products, resources, and educational recommendations you can trust. Plus, you get a curated collection of tips in the weekly BTCO member newsletter, member meetups with floral experts, and monthly office hours focused on what you need as a retail and/or event florist.
Co-Hosts: Amy McGee (BB + Bloom Trust Co.) & Natalie Gill (Native Poppy)
BB Podcast Sound Engineer: Joel McGee
Music Written & Performed by: Landon McGee
If you enjoyed this episode, you might also enjoy our conversation with Kelsie Hayes of Popupflorist in NYC. Click here to listen.
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