Hidden Gems: Meet Johanna Rodriguez of Joule of Joy

Today we’d like to introduce you to Johanna Rodriguez.

Hi Johanna, thanks for joining us today. We’d love for you to start by introducing yourself.
I have always had a passion for jewelry. I love how jewelry can make even the most basic outfit stand out and feel special. Buying fashion jewelry has always been a normal part of my life, but many times I would come across pieces that felt overpriced. One day, I thought to myself, why not create a business where I can offer cute, trendy, and affordable jewelry so people never have to feel like they can’t afford to accessorize and feel beautiful?

For months, I thought about starting my business, but honestly, I didn’t give it much attention at first. Then one day, I woke up and simply decided, “I’m opening my small business.” From that moment on, I immediately started working on my business name and logo. I remember texting my cousin’s husband, Erick, who is truly like family to me, and asking if he could create a logo for my jewelry business. About a week later, he emailed me several logo options, and once that part was complete, I officially registered my business name.

I truly believed that if I had been successful working in the dental field overseeing an office for over 25 years — including 15 years with the same company — then I also had the dedication, discipline, and experience to build and grow a business of my own.

Starting a small business has definitely been a learning experience, but it has also become one of the most rewarding journeys of my life. Along the way, I have learned the importance of patience, consistency, and believing in myself even during moments of doubt. Building my business from the ground up has shown me that passion, hard work, and determination can turn a simple idea into something meaningful.

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
It has certainly not been an easy journey, and I believe it is important to speak honestly about that reality. I work full-time, and as both a mother and a wife, I am continually focused on ensuring that those around me are cared for and supported. There are many days when I feel completely exhausted and emotionally drained. The demands of long work hours, combined with the daily commute, can be both physically and mentally be exhausting.

I launched my business in October 2023, and throughout this journey there have been moments when I questioned whether I should continue pursuing my aspirations or step away entirely — particularly during periods of slow sales when I began to wonder whether this path was truly meant for me.

What many people may not realize is that when I initially launched my website, I was filled with excitement and optimism. However, I soon discovered that the company I hired in Virginia had developed a website that was not well suited for a newly established business without an existing customer base or steady revenue. After conducting additional research, I learned that Shopify would have been a far more appropriate platform for my business needs. The entire experience proved to be stressful, overwhelming, and ultimately resulted in a significant financial loss.

One principle that has always remained important to me is creating jewelry that people can genuinely afford without hesitation. It brings me great satisfaction knowing that my customers are able to purchase pieces they truly love without feeling burdened by the cost, because I want my jewelry to feel accessible, meaningful, and enjoyable for everyone.

Approximately six months after launching my business, I was forced to pause operations for two months following a serious medical diagnosis received by my father-in-law. This experience deeply affected me, my husband, and our entire family. Two months later, we experienced an immense loss, and during that period I felt as though I had lost much of the passion and enthusiasm I once had for my business.

Gradually, however, I found the motivation to move forward once again. One important lesson I have learned about myself is that even during moments when I feel I have no energy left to continue, I am still able to find the strength to persevere because deep down, I know I am capable.

Building a small business while balancing professional responsibilities, family obligations, grief, and the demands of everyday life has been extraordinarily challenging, yet I remain proud of myself for continuing to persevere even during the most difficult moments.

There have been many occasions when I considered giving up, but I often reflect on how far I have come. Today, I operate my online store, maintain two small retail spaces located within mall locations — one at Del Amo and another in Sherman Oaks — and participate in pop-up events whenever possible. I typically schedule these events in advance based on anticipated customer traffic, although pop-up opportunities can often be unpredictable.

Despite the many challenges, I consistently remind myself that every experience presents an opportunity for growth and learning. One of the aspects I value most is connecting with people and witnessing the happiness they experience when supporting my business. That feeling continually reminds me why I began this journey in the first place.

This journey has tested me in countless ways, but it has also revealed the strength, resilience, and determination I possess. No matter how difficult circumstances may become, I remain committed to showing up for myself, my family, and the dream that inspired me to begin.

As you know, we’re big fans of Joule of Joy. For our readers who might not be as familiar what can you tell them about the brand?
My business was established from a passion for creating beautiful, affordable jewelry that individuals can genuinely appreciate and wear daily. I specialize in offering meaningful and stylish pieces that remain accessible without compromising quality or intention. As the owner of Joule of Joy, I personally manage every aspect of the business. I oversee and maintain my website, carefully select jewelry that best serves both my clients and my brand, photograph products, upload content to the website, manage and create content for the Instagram business page, process and ship orders, and ensure inventory remains accurate and updated. One of the aspects I value most is the ability to provide jewelry that customers truly enjoy without the burden of excessive cost, as I believe everyone deserves to feel confident and connected to the pieces they wear.
What distinguishes my brand is the dedication and resilience behind its development. Building this business has required significant perseverance. While maintaining full-time employment and balancing the responsibilities of being a wife and mother, I have continued to grow my brand through determination, discipline, and a strong belief in my vision. Like many small business owners, I have encountered setbacks, including early website challenges that resulted in financial loss and moments of uncertainty about whether to continue. However, each obstacle has provided valuable lessons in growth, adaptability, and perseverance.

Family has also played an important role in shaping my journey. During a particularly difficult period following a serious illness and loss within our family, I was required to temporarily pause business operations. That experience reinforced the importance of leading with compassion, gratitude, and purpose—values that continue to guide my brand today.
Above all, I want others to understand that this brand represents far more than jewelry. It reflects resilience, authenticity, and the determination to continue pursuing one’s goals despite adversity. Every piece, event, and milestone embodies the passion and commitment that inspired me to begin this journey.

What matters most to you?
My children and my family are the center of my world. Everything I do is rooted in creating a life filled with love, stability, and meaningful memories for them. Balancing motherhood, marriage, work, and personal goals has taught me resilience, patience, and the importance of cherishing the moments that matter most.

Family has been my greatest source of strength through both joyful and difficult seasons of life. Experiencing personal loss has reminded me how precious time with loved ones truly is, shaping my perspective and deepening my appreciation for the people closest to me.

No matter what life brings, my priority will always be showing up for my children and family with love, support, and intention. They are my motivation, my purpose, and the driving force behind everything I strive to accomplish.

Contact Info:

• Website: https://jouleofjoy.com/
• Instagram: https://www.instagram.com/jouleofjoy

Image Credits
Ivan Velasco
Instagram: @theworldileft