SPOTLIGHT ON SUCCESS
THE JUICE STANDARD Can luxe brands have heart? This glam juicery is making nutritious (mindfully) delicious, every sip of its company’s way. – By Jen Chase
I’m going to pose a question, and I want you to think
about it in terms of the old which-came-first-the-chickenor-the-egg scenario. Ready? As an appreciator of fine things—dareIsay DLXVRSNy-like things—in your mind, which comes first: Do you fall for a product because of a company’s rep, or do you fall for a company and then heart its products?
I, am company driven. If it has history, I like it. If it recycles, I like it. If it gives benefits to part-timers, offers plenty of vacay and pays equitably, I like it, like it and like it. Most of the time, companies like this are making things like solar panels or eco-friendly carpeting…things that don’t really affect my day-to-day. But when I learn that a company with a conscious makes something I love? Consumer euphoria. The Juice Standard is an organic cold-pressed juicery in sparkly Las Vegas that in short order has gained enough local acclaim (and fan love from both coasts and states in between) to be named by the city’s leading local paper its best juice bar, not only for its product, but for its customer service and advocating a health-by-diet attitude. For a 100-percent organic cold-pressed juice company that makes what some could call a niche product, that TJS is selling convenient, high-quality health one bottle 66 | DLXVRSN Magazine Spring 2015
at a time—while being mindful—is a consumer’s dream (if you’re into that sort of thing). And since it just opened its second location 14 months after opening its first, it seems like Las Vegans are listening. (Full disclosure: I work with and buy from the TJS, and I’m admitting now that the only editorial thing about what you’re about to read is that it contains the same letters as the word “editorial.”) TJS founders Jamie Stephenson and Marcella Williams are two dynamic women who had Come To Juicing Moments years ago after seeing the healthy effects of cold-pressed juice on their lives and those of the folks they loved. Blessed with fantastic palates and gift for recipe creation, a thousand tiny things aligned to make them CEO and COO of a company that sells more than 15, 100-percent organic cold-pressed juices, delightful nut milks, specialty espresso drinks pulled from locally roasted beans, and superfood smoothies. TJS’ ingredients are as local as can be. Staff know customers by name (and order) a lá Cheers. And the locations’ decor drip with enough upscale, rustic-luxe glam to force even diehard soda sippers to at least peek through the door to see what the juicy fuss is about. Stephenson and Williams believe in each other as much as their product, and to learn about TJS is to learn about their