We recently connected with Rhonda Faison and have shared our conversation below.

Alright, Rhonda thanks for taking the time to share your stories and insights with us today. It’s always helpful to hear about times when someone’s had to take a risk – how did they think through the decision, why did they take the risk, and what ended up happening. We’d love to hear about a risk you’ve taken.

The biggest risk I ever took was stepping away from my lifelong dream of becoming a doctor to explore different paths and discover what truly inspired me. Ever since I was a little girl, I’ve felt a deep calling to heal. One of my earliest memories is of my older brothers taking me to the park—I couldn’t leave home without my makeshift first-aid kit, packed with bandages and alcohol wipes my aunt, a registered nurse, would bring me from the hospital. I always wanted to be prepared in case someone needed help.

After high school, I applied persistently to work in the emergency room at our local hospital but struggled to even get an interview. Fortunately, my older brother Andre’s girlfriend introduced me to an orthopedic doctor she worked with. I came to that meeting prepared, resume in hand, and passionately shared my dream of becoming a doctor. He was impressed by my ambition and referred my resume to the department manager. Shortly afterward, I was hired.

Over the next few years, I worked in different hospital departments, starting with orthopedics and eventually transitioning to the pharmacy. Though I gained valuable experience, I often found myself craving more challenges. After a year in pharmacy, I set up a meeting with the medical director of the emergency department. Over lunch, I explained my desire to work in the ER. Despite not being an EMT, he saw my potential and offered on-the-job training, eventually grandfathering me into a role as an ER Tech.

I thrived in the emergency room, working there for ten years while studying pre-med full-time. During this period, my older brother became a quadriplegic. His care became my priority, and I made the difficult decision to pause my plans of attending Howard University to support him. He relied on numerous medications that left him feeling sluggish and unwell. Determined to help, I began exploring alternative remedies. A trip to Vietnam introduced me to the power of ethnobotany, sparking a new interest in plant-based healing. I started juicing and preparing smoothies for him, which immediately improved his energy and well-being. It became part of our daily routine.

A few years later, my brother passed away. Losing him left me heartbroken and burned out from medicine. I felt lost, unsure of my next steps. Eventually, I gathered the courage to quit my job and drop out of school, taking a year off to “find myself.” Despite my efforts, I still felt adrift.

I eventually joined Tesla, where I discovered a talent for sales, even achieving remarkable success. However, I found the work unfulfilling—selling cars didn’t align with my sense of purpose. After my manager criticized me for “not doing enough,” despite selling 30 cars in one month, I left the company. I later worked for an architecture firm, but when the pandemic hit, I was laid off.

During the pandemic, people began reaching out, asking for the juices I had once shared freely. Initially, I dismissed the idea of selling them—it seemed far-fetched—but the demand grew so much that I decided to try. I started selling at a local farmers’ market, and to my surprise, we sold out in our first week. Week after week, we continued to sell out.

A few months later, I had the opportunity to move my business to Pike Place Market. I took the leap. Though we faced a closure in 2022 and remained closed for almost two years, I reopened my shop in June 2024.

This journey has been filled with unexpected turns, but it’s taught me the importance of resilience and following my passion. Today, I’m proud to share my love for plant-based healing through my business, Rojo Juice, and help others discover the power of living a healthy, vibrant life.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I am a natural-born healer with a passion for promoting self-love and guiding others toward healthier lifestyles. With a decade of experience as an ER Tech, I’ve dedicated my life to helping people thrive.

My brand, Rojo Juice, is an organic cold-pressed juice bar located in the heart of Pike Place Market. I like to think of Rojo as “liquid medicine”—a place where people can nourish their bodies, whether they’re recovering from a long flight or balancing out indulgences from exploring the market.

The problem I solve for my customers is providing them with something truly healing. Beyond offering nourishing juices, I bring a unique perspective as a Black woman deeply invested in the well-being of every person I encounter. Through Rojo, I also educate people on the benefits of eating whole, unprocessed foods.

Rojo Juice is more than a business; it’s a community partner. I volunteer at local elementary schools several times a year to teach children about the importance of eating whole foods and avoiding processed options.

What I am most proud of is my resilience—the ability to keep going even in the face of challenges. When life became difficult and I had to shut my business down, I found the strength to rebuild. Rojo Juice is a testament to perseverance, passion, and a commitment to creating positive change.

Putting training and knowledge aside, what else do you think really matters in terms of succeeding in your field?

Finding a good therapist and establishing a strong routine is essential, whether you’re a business owner or not. Entrepreneurship can be incredibly challenging—you have to wear many hats, which makes it crucial to maintain a clear mind to make sound decisions.

A solid routine is equally important because consistency is the foundation of success. Ensuring you start each day with activities that support your well-being—whether it’s exercising, meditating, eating nourishing meals, or taking your vitamins—can help keep you focused and on the right path. Prioritizing these habits allows you to stay grounded and approach your responsibilities with clarity and intention.

How did you put together the initial capital you needed to start?

I started my business with nothing but an idea and determination. During a dinner with a friend visiting from New York, I shared my vision of opening a juice bar. A few weeks later, on his next trip back, he surprised me with a $5,000 check. He told me, “If you start this business and succeed, I don’t want the money back. But if you don’t pursue it, I’ll expect it returned.”

That night, inspired by his faith in me, I went home and searched for a Norwalk juicer. I found one for $1,000 in Portland, about three hours south of Seattle. A friend offered to drive me there, and I purchased the juicer from a retired pilot. He shared fascinating stories about his own juice journey and his travels in Southeast Asia, where he discovered the power of plant medicine. His home, filled with the scent of patchouli and all things natural, was a reflection of his vibrant, hippie spirit.

With the remaining funds, I secured my business license, domain, and other essentials. Then, just a few months later, the pandemic hit.

Around that time, I convinced my landlord at my apartment to reduce my rent to $950, which allowed me to save more to reinvest into the business. By the time I moved to Pike Place Market, I had built a modest nest egg. This was made possible not only by my friend’s initial generosity but also by the support of my father, who contributed a few thousand dollars and volunteered countless hours to help me get started despite his own financial challenges.

I am profoundly grateful for the people who believed in me and the sacrifices they made to support my dream. Their trust and encouragement fueled my determination to build something meaningful.

Contact Info:

• Website: https://www.rojojuice.com
• Instagram: rojojuiceco
• Other: Email: [email protected]

Image Credits

Rhonda Faison, Seattle WA Pike Place Market