We were lucky to catch up with Jessica Jones recently and have shared our conversation below.

Jessica, thanks for taking the time to share your stories with us today We’d love to hear the backstory of how you established your own practice.

Starting our practice was equal parts exciting and chaotic. I co-founded Diabetes Digital with my best friend and fellow dietitian, Wendy Lopez. We had both spent years working in hospitals and outpatient clinics, and while that gave us a strong foundation in medical nutrition therapy, we were tired. We wanted to create a practice that actually worked for patients and for providers—one that centered weight-inclusive, culturally respectful care.

In the beginning, it was just the two of us with a shared Google Doc, a Zoom account, and a clear mission. We started by seeing clients virtually, building out a 12-week program that we believed in, and slowly creating systems from scratch. There was no investor money or big team behind us—just a lot of grit, long hours, and trial and error.

One of the hardest parts was figuring out insurance. Getting credentialed, submitting claims, chasing payments—it took months to fully understand the system and make it sustainable. We also had to learn how to build a team that aligned with our values. That part took time and intention. We wanted dietitians who could bring both clinical skill and emotional depth to their sessions. Another challenge was trying to do it all. Marketing, outreach, operations, admin—we wore every hat for a while. That worked short term, but looking back, I would’ve brought on help much earlier. Even hiring a virtual assistant a few hours a week would’ve lightened the load.

For anyone thinking about starting their own practice: trust yourself. You don’t need fancy branding or a fully developed website to get started. Focus on how you want to serve people and let that guide you. Build as you go. Connect with others doing similar work. Ask for help when you need it. You’ll never feel totally ready, but you don’t have to be. Starting messy is better than not starting at all.

Now we’re a team of 10 dietitians across the country. We’ve come a long way in just a year, but the heart of what we do hasn’t changed.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I’m Jessica Jones, a registered dietitian and certified diabetes care and education specialist. I co-founded Diabetes Digital with my best friend and fellow dietitian, Wendy Lopez. We’re both weight-inclusive providers with over a decade of experience in clinical nutrition and diabetes care. Before launching our own practice, we worked in hospitals, community clinics, and public health settings, helping thousands of patients navigate chronic health conditions like diabetes, PCOS, and metabolic syndrome.

We started Diabetes Digital because we were frustrated. The traditional health care system often overlooks culturally relevant care, rushes through appointments, and centers weight loss at the expense of actual health. We knew there had to be a better way. So we built one.

Our virtual practice focuses on nutrition counseling for diabetes, prediabetes, PCOS, and metabolic health. All of our dietitians are licensed, experienced, and aligned with a weight-inclusive, culturally humble approach. We meet people where they’re at. No food shaming. No rigid meal plans. What sets us apart is the way we center lived experience. Half of our dietitians speak Spanish. Some have diabetes themselves. Others have worked in eating disorder treatment. All of them are trained in trauma-informed care. We also go beyond individual sessions—we create handouts, tools, and programs that support long-term change. Our 12-week program is designed to help lower A1C, improve lab values, and most importantly, help people feel better in their bodies.

I’m most proud of the way our team shows up for clients. This work can be emotional, especially when people have spent years being dismissed or shamed in the health care system. The Diabetes Digital experience is rooted in compassion, science, and a respect for people’s identities and cultures.

If there’s one thing I want people to know, it’s this: you don’t need to change your entire life overnight to see results. Small, meaningful steps make a big impact. We’re here to walk with you—whether your goal is to manage blood sugar, feel more energized, or just have a better relationship with food.

Our sessions are often covered by insurance, and most clients pay nothing out of pocket. You can self-refer or get referred by a provider. We work with patients across the country and are continuing to expand. Diabetes Digital was built by dietitians who’ve been in the trenches. We’ve seen the gaps in care, and we’re filling them!

Other than training/knowledge, what do you think is most helpful for succeeding in your field?

You need to be able to connect with people. That’s non-negotiable. Nutrition counseling is personal, emotional, and often vulnerable. If you can’t build trust and make people feel seen, the best advice in the world won’t land. You also need the drive to keep learning. No one’s handing you a roadmap, especially if you’re working in a virtual or nontraditional setting. The people who thrive are the ones who take initiative, dig into research, and adapt as things change. And last: have a point of view. Know what you stand for. Be clear about your values and own them. That clarity not only attracts the right clients, but also helps you stay grounded when things get hard. At Diabetes Digital, we hire based on these three things. Yes, training matters. But connection, curiosity, and conviction matter more.

We’d love to hear about how you met your business partner.

Wendy and I met at a game night potluck hosted by an activist group in Brooklyn. I was in school to become a dietitian, and she was working as a social worker. We actually share a mutual best friend to this day, which is how we both ended up there. I was going way too hard in a game of Spoons—fully chaotic—and Wendy was watching from the sidelines, probably wondering what she had gotten herself into.

That summer was filled with rooftop parties, deep conversations, and way too many hours spent hanging out. We became fast friends. Wendy started getting curious about what it meant to be a dietitian and eventually decided to go back to school to become one too.

Not long after, we ended up working together at the Stellar Farmers’ Markets program in NYC, doing nutrition demos and cooking workshops in underserved communities. We had great chemistry, and it showed in the way we collaborated. That led to our first creative project—a public access nutrition show we filmed ourselves in a tiny Brooklyn studio. We called it Food Heaven Made Easy. That show grew into Food Heaven, our first brand where we shared recipes, tips, and conversations that centered people of color in the wellness space.

As we grew and connected with more folks living with diabetes and prediabetes, we realized there was a massive gap in care. People were getting generic advice that didn’t consider their culture, preferences, or lived experiences. That’s what inspired us to launch Diabetes Digital, a virtual group practice that offers culturally inclusive, weight-inclusive nutrition counseling for diabetes, PCOS, and metabolic health.

From a game night in Brooklyn to running two platforms together, our story has been a mix of friendship, shared values, and the belief that nutrition care can and should be better.

Contact Info:

• Website: https://diabetesdigital.co
• Instagram: https://www.instagram.com/diabetesdigitalco/
• Linkedin: https://www.linkedin.com/company/98759072/
• Youtube: https://www.youtube.com/@diabetesdigitalco
• Other: Spotify: https://open.spotify.com/show/2xRnLYs57KNAjIpBCrk9WN