Today we’d like to introduce you to LaKeasha Brown.
LaKeasha, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
When I moved here from Las Vegas in 2012, I was working a high demand corporate job and would turn to working out to release stresses of the job. I eventually developed digestive issues due to stress and poor eating habits. Let me create a visual for you, you know the one girl or guy who looks about 4-5 months pregnant but has never been pregnant a day in their life? That was me! My bloating and swelling was out of control. I mean let’s get this stomach pumped out of control! In order to combat that (as well acne) I started juicing for myself and intermittent fasting during the week. On top of that, I began doing fitness instruction.
When I began teaching fitness classes, that put me at working nearly 70 hours a week (Corporate required nearly 60) but it wouldn’t matter because the classes and juicing felt like therapy to me! So, that now meant I would have to bring my juice with me on the go because I didn’t have to juice during the day. I would then make a gallon of one flavor a time, put it in a water juice once I was done with the water. I would put my name “LaKeasha FIT” on the jugs for two reasons: To show that the jug belonged to me but to develop branding that matched the t shirts I wore to promote my coaching and teaching.
As I began to see results, my students would ask that I share samples of the juice with them. They loved it (even though my juices compared to now were horrible! Haha). They began asking to purchase the juice because they only cared about the results they were producing.
I then began selling juices out of empty water jug gallons from Ralphs (I had no idea about purchasing jugs for retail at the time), I would take an Avery label and put #LaKeashaFIT across the front. After a year of doing that, I decided I wanted to start doing fitness events that I created myself with a live DJ. I began doing that but students would ask why I didn’t bring my juices. So, I did. Then more people wanted to try them. So, then I thought “I’ve got to get serious and turn this into something.”
So, I decided on a name. 1987 Juices was decided on because I was always self-conscious about getting things completed by a certain year. I figured if I named it after the year I was born, I would dispel those fears and now every year would be my year as long as I was moving forward. I then drew out a logo, and had sent it over to my brother (Deshaun Thomas, an amazing graphic artist, website designer and app developer in Atlanta, GA) to digitize it. My very first order was purchased by, Elizabeth Broden (lawyer and owner of The Elizabeth Broden firm); she actually then filed my business documents to get 1987 Juices up and running.
Since then, I left corporate in 2014, taught throughout 2o15, and 1987 Juices became official in 2016. I have continued to build on sharing my story of my transition from corporate to creator, conquering my personal health, and making that journey and experience accessible to fellow creators and entrepreneurs to enjoy through our featured cleanses and community events, Sip & Sweat and 87FEST.
Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Nothing is ever as smooth as the juice tastes. Lol.
Along the way, the most important notions I’ve had to grow through have been:
1) Getting out of my thoughts
Remembering that everything I need is already inside me to accomplish everything I need to make this business successful. Majority of the time, anxiety is what makes the road challenging. We become fearful of committing to taking the steps to actually complete our ideas. I’m proud to say, I’ve found joy in the process of 1987 Juices. I’m always terrified before an event, over worked lots of days, overly dedicated to ensuring people achieve results. However, I keep scheduling, I keep strategizing and I keep providing value –the cycle of me knowing that my best results comes from those habits, have quieted all negative thoughts.
2) Making sure I financially thought out all aspects of the business. The cost of supplies, production, manufacturing, all of those things that assist in running the day to day operations.
In the first year, I was on the fly with it all. When someone ordered, I produced. I never kept an inventory, had set schedules, or took into consideration the cost to mass produce. (That was during my water jug days, I eventually began distributing to 19 states with those jugs, CRAZY RIGHT?!) Then year two I began, scaling and understanding how everything from cap costs, labels, and labor effected pricing. I now have the structure to produce the way I need to, that has made all the difference.
1987 Juices – what should we know? What do you guys do best? What sets you apart from the competition?
1987 Juices is an online organic juice line and lifestyle brand. We provide 3, 5, and day cleansing options while also building physical community through events partnering our customer base with local fitness and health options to accompany their liquid lifestyles. Our signature events are, Sip & Sweat and 87FEST.
We have 8 signature flavors all inspired by music. When a visitor subscribes to the site, they become a part of the 87er family and receives free monthly recipes and music playlists. Each of our events include a live resident DJ, DJ LalaLand, and our monthly playlists are played during live workouts.
What makes us different? We are an experiential brand introducing juicing as a medium to connect and educate 87ers to a lifestyle where they are able to maintain their cleansing results outside of their orders. Our goal is long term growth and community building.
We’ve partnered with Soul Cycle, Yelp, Madame Tussaud’s, Playlist Yoga, LaZrFit, and AIRFIT Los Angeles introducing our customers to alternative lifestyle options, and our goal with 87FEST is to bring all options to the 87ers under one space.
What moment in your career do you look back most fondly on?
Everyday that I’m STILL committed to the brand is my proudest moment. It’s easy to take that Master’s degree of mine and go back to corporate but I’m passionate about the people I serve. On September 22, we’ll be having 87FEST, a Fitness, Music and Arts festival in Downtown Los Angeles from 10-2:30pm. That’s something I wanted to do years ago (before I had the line, I wanted a fitness festival) and so I’m happy to bring it to fruition as the owner of 1987 Juices.
- 87FEST: A Fitness, Music and Arts festival has one person tickets for $25, two person tickets for $40, VIP tickets for $60 and Two person VIP tickets for $75. The code “87fest” will take $10 off their totals
- 16oz bottles are $6.50
- 3, 5, 7 Day options begin at $125.
- Website: www.1987juices.com
- Email: email@example.com
- Instagram: www.instagram.com/1987juices
- Facebook: www.facebook.com/1987juices