Small Retail Business Spotlight: January 2026

Tell us the story of how your business started. What inspired you?

I’ve been sober for over 20 years, spending nearly my entire adult life alcohol-free. I drank sparkling apple juice at my wedding, for new jobs, every New Year’s Eve and special occasions. I was grateful — but always felt like I was at the kiddie table.

Jessica Selander, Founder and CEO, Jøyus, Seattle, Washington

I wanted wine. I loved the taste, ritual and celebration — just without the alcohol. I searched for a non-alcoholic wine that looked, smelled and felt real. It didn’t exist. So, 14 years ago, I decided to create it myself: an authentic, sophisticated, non-alcoholic wine I could enjoy. I never imagined the sober-curious movement would grow as it has — or that the timing would be so perfect.

How do you stay connected to your customers to keep them coming back?

Many of the people who work at Jøyus are also our customers! We’re sober, sober-curious, new moms and people who want to live healthier lifestyles. Staying connected is natural when you’re genuinely part of the community you serve.

What’s the best piece of advice you’ve received as a business owner?

It’s impossible to know everything, and that’s OK. Prepare as best you can for the journey ahead, keep a cool head and trust that you’ll be able to handle whatever comes your way.

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