Conversations with Roger Simonian

Today we’d like to introduce you to Roger Simonian.

Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?

Our Story: From a Local Staple to a Family Passion
The Beginning of Our Chapter
Pick & Mix Juice Bar has been a part of the community for about ten years, but for us, the real story started three years ago. That’s when my family and I took the leap and took over the business. We saw a shop with a great foundation, but we knew it could be so much more than just another juice bar. We wanted to turn it into a place that truly felt like us.
Coming from a European background, we’ve always believed that what you eat and drink should be an experience, not just a transaction. We decided to completely transform the menu, infusing those Italian roots and artisanal touches into everything we make. We moved away from the “standard” juice bar feel and started focusing on the kind of quality and care we’d serve at our own dinner table.
We also wanted to change how the shop felt the moment you walked through the door. We ditched the bright, clinical look of a typical health food spot for a warmer, more elegant “Italian cozy” atmosphere. We wanted it to feel like a little hidden gem—minimalist and clean, but still incredibly welcoming. It’s that “quiet luxury” where the quality of the ingredients and the warmth of the space speak for themselves.
Today, Pick & Mix is a true reflection of our family’s journey over the last three years. We’ve kept the name that the neighborhood has known for a decade, but we’ve given it a new soul. It’s been a lot of hard work to bridge that gap between California’s fresh lifestyle and our European heritage, but seeing people slow down and enjoy the vibe we’ve built makes every bit of it worth it.

We all face challenges, but looking back would you describe it as a relatively smooth road?
One of the biggest uphill battles was the “price tag” conversation. Because the shop had been there for so long, people were used to a certain price point. When we brought in our European background and shifted to high-quality, artisanal ingredients, our costs naturally went up. We had customers coming in expecting those premium, handmade items but wanting them for the “budget” prices of the old shop. It was tough explaining that the quality they were tasting was a direct result of the better ingredients and care we were putting into every bottle.

Additionally, the seasonality of a juice bar. When the weather cooled down, so did the foot traffic. There were definitely moments during those first few winters where it was a struggle to make ends meet and keep the lights on. It was a stressful time, but we weren’t willing to let go of what we were but instead of just waiting for the sun to come back, we decided to lean into that “cozy” vibe we loved so much. We realized that if we wanted people to stay, we needed to give them something to warm up with. We built out a full coffee program that reflects our own heritage and love for global flavors. It wasn’t just about adding a quick caffeine fix; we wanted a menu that felt as artisanal as our juices.
Now, we’re serving a range that covers everything from the classics to the unique:
The Essentials: Perfectly pulled Espressos, Americanos, and Lattes.
Global Specialities: Authentic Armenian coffee, bold Russian coffees, and even a comforting Turmeric coffee for those looking for that wellness boost.ilding. We knew we had to evolve to survive the off-season.
That struggle actually became a blessing. Adding the coffee aspect didn’t just help us get through the winter; it transformed the shop into a year-round destination. It gave our customers another reason to come in, and it gave us more opportunities to do what we do best—providing that top-tier service and putting a smile on their faces, whether they’re holding a cold-pressed juice or a hot Armenian coffee.

However, through all those growing pains, there was one thing we refused to compromise on: customer service. It has always been our number one priority. Even when a customer was skeptical about a price change or a new menu item, we leaned into that “Italian hospitality.” We made it a point to connect with everyone who walked through the door.

No matter how stressful things got behind the scenes, our goal was always to make sure people left happier than they arrived. Being able to put a smile on a customer’s face—even the ones who were hard to please at first—is what made the struggle worth it. It’s how we eventually turned those “old regulars” into fans of our new vision.

Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
My name is Roger, and after more than 30 years as an Italian chef, I decided to take a leap of faith by bringing my culinary soul into California’s healthy juice and smoothie culture. At Pick & Mix Juice Bar, I’ve traded the traditional kitchen for a creative space where I can blend my heritage with exotic, tropical flavors that people typically wouldn’t expect to find together. We specialize in crafting extraordinary drinks and bowls—from papaya and kiwi protein shakes to matcha and passion fruit açaí bowls—all designed with a chef’s eye for richness and detail. What truly sets us apart isn’t just our unique menu or our “Italian cozy” vibe, but the deep bond we build with our clientele; I treat every customer like a guest in my home, often adding a little something extra for them to try or remaking a drink free of charge to ensure they leave with a smile. I am most proud of how we’ve stayed resilient through tough winters and a changing landscape, proving that even in a health-conscious era, there is always room for the artistry, warmth, and hospitality of a seasoned chef.

What was your favorite childhood memory?
For me, my favorite childhood memory isn’t just one moment, but the feeling of realizing that being myself meant I could take my passions and turn them into something real to share with others. Growing up with a Middle Eastern background, I learned early on that hospitality and food are the ultimate ways to connect with people. That drive to create followed me as I migrated to Europe, where I spent over 30 years honing my craft as an Italian chef, and it stayed with me when we finally made the move to California in 2014. Throughout all those miles and different cultures, the core of who I am hasn’t changed; I’ve always found my greatest joy in using my creativity to put a smile on someone else’s face. Taking the leap of faith to start this business was just the latest chapter in that lifelong dream of sharing a piece of my journey and my heritage with the world

Pricing:

• Basic Smoothies starting from $12
• Protein Shakes starting from $15
• Acai Bowls starting from $16
• Juices starting from $13
• 3-Day detox $180

Contact Info:

• Website: https://www.pickandmixjuicebar.com/
• Instagram: https://www.instagram.com/pick_mix_juice_bar/

Image Credits
Not applicable, all pictures taken by the business owner.