Alright – so today we’ve got the honor of introducing you to Juanita Jones. We think you’ll enjoy our conversation, we’ve shared it below.
Juanita, appreciate you joining us today. Risking taking is a huge part of most people’s story but too often society overlooks those risks and only focuses on where you are today. Can you talk to us about a risk you’ve taken – it could be a big risk or a small one – but walk us through the backstory.
The entire entrepreneurial journey is a risk! There is the risk of leaving a traditional “9-5” job, with a steady paycheck, pseudo-job security, benefits, notoriety, and the list goes on. Essentially you’re trading the “known” for the unknown. As a full time dream chaser, one minute you can be up making tons of money with consistent opportunities; and in the next instance you can hit rock bottom with no bailout. It’s a constant battle of the mind, will and emotions.
Ultimately, the anchor for continuing the process despite the many challenges is the “WHY” factor. It’s the very thing that made me decide that the corporate world wasn’t for me, and that I was bigger than a cubicle or an office could hold.
My ‘why’ includes:
– reaching total financial freedom (and no job was going to give me this much leverage)
-the freedom to come and go as I pleased
-the ability to be my own boss, set my own schedules, and create my own promotions
-to be able to be a fulltime mother to my sons without asking for time off
-Creative freedom; to be able to do what I enjoy vs. doing what they wanted me to for a paycheck.
My ‘why’ became strong enough on July 26th 2016, when I cleaned out my desk for the final time, walked away from my senior level corporate sales job, and plunged head first into my business. It has been far from easy; but despite the few wins and countless losses, I still wouldn’t trade the freedom.
The story of my entrepreneurial journey is still being written. Eventually by faith and perseverance, the seeds planted will flourish.
Juanita, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
As a self-published author/writer, one would think it would be easy to put into words just about anything; Not the case with this question.
Anytime I’m asked to describe “me”, I’m instantly flooded with multiple adjectives: driven, outspoken, ambitious, professional, talented, & an extreme perfectionist.
But I’m also a worrier, over thinker, too empathetic, & again – an extreme perfectionist! While we all have our strengths & weaknesses, mine have molded me into a serial entrepreneur who seeks to destroy generational curses of mediocrity.
With that said, one of my many ventures is a labor of love – Edible Blessings.
Edible Blessings LLC (Custom Desserts & Vending) EB hereafter, is a 100% female owned, licensed and insured mobile/online bakery business serving Jacksonville, FL, surrounding counties. We are a certified DBE (disadvantaged business enterprise) and ACDBE (airport concession DBE) company.
In 2002, the concept of EB was birthed from the need to solve a problem – to find a custom birthday cake for my 2 year old son that no retail bakery could create. After several failed attempts of finding a reputable baker, I took matters into my own hands & made the cake myself, thus the “birth” of Edible Blessings. It later transformed from a hobby into an official business in 2012.
Over the years since the very first cake, EB has morphed into a fulltime mobile bakery, custom vending, and soon to add the Mobile Bakery Café’. Our motto is that “desserts should not only look good, but actually taste as good as they look”. Edible Blessings isn’t just a catchy name, but a way of life personified through confectionary artistry. It’s a business driven by and rooted in PURPOSE.
EB specializes in all things SUGAR! Everything from custom made 3D cakes to classic desserts such as cupcakes, dessert cakes, etc. Due to our mobile flexibility, “our location is our customers’ location!” We offer nothing less than the BEST, as all items are made to order for the sake of quality assurance.
Core Values
1. Give 150% effort, because 100% is expected.
2. Exemplify a spirit of EXCELLENCE in all areas – big or small.
3. Acting with Honor, Integrity, Gratitude, and Respect to our EB family, clients, and vendors.
4. Consistently pliable, adaptable, flexible, and teachable.
5. Being a philanthropic pillar within our surroundings.
We take pride in operating our business with integrity from three angles: Quality, Professionalism, and Exceptional Customer Service.
Niche/Target Markets:
1. INDUSTRY: Entertainment (public event planners, restaurants, private party planners, caterers).
2. GEOGRAPHY: All of the USA.
3. TARGET AUDIENCE: Female, ages 21-65. The “Decision-Makers” from a high middle/upper class background who are corporate professionals, business owners, entrepreneurs, socialites, and executives.
4. WANTS: Client has high standards and is seeking pristine, jaw-dropping custom desserts and corresponding services to make a lasting impression.
5. NEEDS: An elite, professional service with exceptional quality products, with a uniqueness not easily found or duplicated.
6. FEARS: Being “ordinary”; not thoroughly impressing their guests or leaving the “wow” effect.
3 Unique Qualities (according to 100 customer surveys):
1. Unsurpassed Customer Service/Professionalism
2. Level of Creativity/Artistry
3. Punctual Front Door Delivery & product execution
Altruism is what EB has stood for since day one. “Edible Blessings” isn’t just a catchy name.
My main mission is “to be BLESSED to BE a Blessing, not just a saying but a LIFESTYLE”.
While I don’t like to brag on philanthropic acts, (because what’s done is from the heart, not for clout), I have my hands in several community projects such as (not an inclusive list):
– Icing Smiles.org: For children who are battling illnesses by providing a once in a lifetime dream cake free of charge to the family.
– It’s a Girls Thing!: A Nonprofit for catering to the overall needs for young girls under 18.
– Impact Church of Jacksonville: EB offers sponsorships, donations, & volunteer services for countless community events such as Trunk or Treat& more.
For the future- to offer college scholarships, assistance to young mothers, & help battle homelessness.
How about pivoting – can you share the story of a time you’ve had to pivot?
My business is currently in the process of pivoting at this very moment. I knew based on year 2, that the strictly custom cake model would not be sustainable (due to the manual labor), nor scalable (due to my perfectionism and high standards). While at times is was lucrative, there were many moments when I would get little to no orders for weeks. As a result, it can be hard to grow a business with no incoming funds.
While my reputation has grown, the need for custom cakes at the pricing required to sustain the business has diminished; especially post Covid. Things went from bad to worse. I knew it wasn’t time to close the business due to the thousands of dollars and hours already invested; so the only thing to do was to pivot the business into a new direction that was less labor intensive, and more profitable.
As another act of faith, I invested in the development of the custom bakery vending machine in 2020, and another in 2021. The vending machines have proven to be both scalable with less costs & labor involved. This year, I have recently invested in converting a small food trailer into a mobile bakery to be able to serve events, weddings, etc.
The overall goal is to have multiple vending machines placed throughout my city, then state, domestic, etc. As a product of entering into the vending business, I have also created a new income stream – teaching others the vending business, writing an eBook, & soon to come is an Ecourse.
Any stories or insights that might help us understand how you’ve built such a strong reputation?
It’s my belief that 100% is “average”. Going above and beyond is required as exceptionalism is the minimum for my business. My business is known for exceptional quality, professionalism, and unsurpassed customer service for all clients. I’m also known for consistency, and delicious products no matter what a client orders. My standards are what differentiates me from others in my field.
Contact Info:
- Website: www.edibleblessingscustomcakes.com
- Instagram: instagram.com/edibleblessings
- Facebook: facebook.com/edibleblessings
- Linkedin: https://www.linkedin.com/in/juanitadjones
Image Credits
n/a these are my personal photos