NRF’s Small Retail Business Spotlight highlights exceptional small retailers who are innovating, inspiring and making a difference in their communities.
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.
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.
The NRF Small Retail Business Hub's monthly spotlight program elevates the personal stories of small business owners who help shape and strengthen communities across the United States.
Read more on eligibility, selection and apply to be considered.
Small retail businesses with less than $38 million in annual revenue and fewer than 500 full-time employees. See prohibited product categories.
NRF will have full discretion in choosing the businesses featured each month.
Featured retailers will appear on the NRF Small Retail Business Hub website for the full month. Each spotlight will include written stories about the business and may include video content.
NRF will also promote each business across its social media channels throughout the month. After their spotlight month, featured businesses will remain on the site’s archive page for ongoing visibility.
Crib bumpers, Drop side cribs, incline sleepers, or car seats
Animal Products (fur from the killing of animals or cruel practice – mink, bearskin, angora, mohair); live animals; ivory/rhino or any endangered species
Critical Use Products – seek to save lives (CPR kits, emergency auto telephone dialer, etc.)
Invasive/Non-Invasive Self Treatment & Self Diagnostic Products
Breath Testing Devices and Breathalyzers
Drugs, Alcohol, Tobacco or Drug Paraphernalia
Supplements, folk medicines and snake oil remedies
Cosmetics using animal testing
Violent, obscene and pornographic materials
Weapons and weapon-related products
Profanity and banned words
Promotion of hatred, racism or intolerance including stereotypes on gender, nationality, race, religion or sexual orientation
Costumes that refer to specific cultures
Flags/Maps shown in destructive manner or manipulated
Nudity or sexual inuendo / sexualization of children
Gambling and wagering games/devices
Covert surveillance equipment (including surveillance drones)
High-risk recreation equipment
Fuel additives, gas mileage enhancers or other global hazmat related products
Currency with the exception of gift cards, collectible coins, or tickets
Unauthorized copies or reproductions of artwork that violate any copyright or trademark
