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Home > Botanical Brouhaha Podcast > Ep. 147: How Sarah Donjuan's Hobby Became JJ's Flower Shop
Podcast: Botanical Brouhaha Podcast
Episode:

Ep. 147: How Sarah Donjuan's Hobby Became JJ's Flower Shop
Category: Arts and Design
Duration: 00:57:11
Publish Date: 2026-04-15 03:45:00
Description:

Sarah Donjuan didn't set out to become a florist. In 2018, fresh out of business school and looking for a creative side hustle, she landed on a 1967 Volkswagen flower truck — and accidentally started a floral business with staying power in Atlanta. In this episode (Ep. 147), Sarah walks us through the full arc of JJ's Flower Truck and Shop: from a curtained kiosk at Ponce City Market to a 1,500-square-foot Dunwoody dream shop, and from a one-woman operation to a full, talented team. She's honest about the highs, the lows, and everything in between — including what it really takes to build a business that can run without you.

Join us as we chat with Sarah about:
  • Starting a business with no industry experience and a "figure it out" mindset
  • Growing from a pop-up model to a brick-and-mortar shop
  • Listening to customers to decide what to offer next
  • Building and sustaining a team — hiring, firing, and building culture
  • Launching national flower shipping
  • Competing with large floral brands in the online marketplace
  • Balancing entrepreneurship with marriage and children
  • The long-term vision: satellite shops in Chicago, LA, NYC, and Austin
Connect with JJ's Flower Shop:

You can find show notes and more episodes of The Botanical Brouhaha Podcast at botanicalbrouhaha.com, and you can find Amy on IG at either @botanicalbrouhaha or @bloomtrustco and Natalie at @hey.nataliegill or @native_poppy

This episode of The Botanical Brouhaha Podcast was produced by Joel McGee. Original music by Landon McGee.
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