Feeling under-appreciated as an employee, a nonexistent work-life balance, financial struggles, getting out of bad relationships – these are the most common triggers that push women to become entrepreneurs. Tell us about your trigger?

How did you come up with your business idea?

I was at a Tony Robbins conference and…OMG JK. The decision was super practical. I had already been a wedding planner and florist for 8 years and was experiencing serious burnout from the weekend-wedding grind. I knew I would struggle to scale on a local level, so I thought about how I could reimagine the part of my job that I loved most: flowers.

Also, I quickly realized I could not afford the floral services I was hawking to my own brides, so cost became a compelling driver of the business model.  

After a box or two of wine, Flower Moxie was born – a humble but infinitely scalable diy flower concept that has served over xxx couples. We cost half as much as a traditional florist and deliver double the bragging rights.

Have you had support from someone, even if just encouragement? Who was that and how did it help you?

My family is mob-level loyal. But my biggest support system has been Alisha Zwirtz, one of my very best friends with all the no-nonsense qualities of Octavia Spencer. 

Alisha WILL NOT CODDLE YOU. She asks the hard questions that most people blow off, yet just as quickly, she fills you back up when you’re losing steam. 

The most impactful thing she taught me was the term GETMO: Good Enough To Move On. I would notoriously try to perfect a concept and she would cut the bologna by saying “Amy, quit dinking around and put it online already. You’ll have a totally new perspective within 6 months anyway.” She was right.

Female entrepreneurs are often underestimated and overlooked. Have you ever felt at a disadvantage?

I’ve been an underdog since birth, so I don’t associate being overlooked with being a woman. It’s my entire world view! And it’s the secret sauce that emboldens me to do big, important things. 

Being a woman is such a gift – I never feel stunted, less-than, or like a victim in a male-dominated society. Sure, dudes may get better opportunities and pay statistically, but they will never know the superhuman magic of a lady brain that can solve 872 problems at once.

Some say it’s hard work, others say it’s talent and resourcefulness that play a crucial role for success in entrepreneurship? Which traits have been instrumental for your success so far? And why?

In order to be successful, you’re going to need a bit of all of those qualities.  However, the most crucial elements, from my perspective, is dogged determination, strong gut instinct, financial savvy, and a tolerance for pain.  I’ve seen many folks who are more talented than me flop time and time again in their business endeavors simply because they had thin skin and made poor financial decisions. 

What excites you the most about being an entrepreneur?

Putting something new into the world that wasn’t there before – and seeing if it sticks. It’s an addictive high: all the studying, research and hours of thinking, followed by obsessively refreshing the browser to see if people are feeling it.  And ‘feeling it’ is proven by sales. 

Share with us some of the worst business advice you’ve ever received?

“Go big or go home.” It is lame, misguided, macho-tryhard advice. Please do not start a business this way. Test the waters before you blow your kid’s college funds.

You’ve got a high stake investment opportunity. Pitch your business in 150 words.

When people do something they’re proud of, they tell everyone. Our diy flower business model relies completely on word-of-mouth advertising – our customers sell us to everyone, and some even go on to become florists! We haven’t had to sell our soul on retargeting ads to get people to notice and love us. So you’re putting your money in fertile ground vs tired turf. There’s no tryhard with Flower Moxie – we’ve increased annual sales by around 65% entirely organically.

What’s the best piece of advice you’d give to inspire aspiring entrepreneurs?

Find a problem that your product or service is going to fix. If you can’t come up with an issue, you don’t have a case for a relevant company. Next, make sure the topic is something you’re actually interested in – if you’re going to fill a void long-term, you need to care. Lastly, intern, intern, intern. Everyone wants to be the big boss, but dabbling on someone else’s dime is INVALUABLE to figure out what it’s really all about.

What are your goals for the upcoming year?

We are branching into an entirely new part of the flower world that is outside of DIY weddings. I’ll leave you with this: If titty vases interest you, 2021 is your year.

Any final words to end this interview?

I want to see more femmes in leadership positions without those positions being a sub-segment of the business world. I defer to Kristin Scott Thomas’s infamous speech in Fleabag: “It’s infantilising bollocks,” she says of a woman in leadership accolade. “It’s ghettoising. It’s a subsection of success. It’s the f*cking children’s table of awards.” Preach! Let’s just let excellence be excellence. 

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Feeling under-appreciated as an employee, a nonexistent work-life balance, financial struggles, getting out of bad relationships – these are the most common triggers that push women to become entrepreneurs. Tell us about your trigger?

My husband’s dream to open a Mediterranean restaurant, now known as J’s Pitaria, was a significant trigger that pushed me to become an entrepreneur. I have always been the kind of person who has an enterprising attitude and welcomes any challenge. Since he supported me in everything I’ve been able to accomplish so far, it was time for me to help him. I had just earned my Master of Business Administration (MBA) degree and gained a lot of knowledge to utilize for running the business side of the restaurant. With his passion for nourishing others through family recipes and my business education, we ran J’s Pitaria from the ground up.

Josi Jahic, Co-Owner of J’s Pitaria

How did you come up with your business idea?

J’s Pitaria was a concept that my husband and I had in the back of our minds for a long time. We’ve been lucky enough to travel the world and experience authentic, healthy Mediterranean dishes throughout our lives. When we landed in St. Louis, however, they were impossible to find. Before opening, it was our mission to perfect the recipes our menu would include, while upholding the tradition surrounding each item.

Have you had support from someone, even if just encouragement? Who was that and how did it help you?

I’ve mentioned him a lot already but my husband, Zamir, is my biggest supporter. If I’m ever feeling down or discouraged, he’s the one who lifts me up. I do the same for him whenever he needs it. We are constantly encouraging each other to keep moving forward and never look back.

Female entrepreneurs are often underestimated and overlooked. Have you ever felt at a disadvantage?

Personally, I’ve never felt at a disadvantage because of my gender. It’s all about having the confidence in yourself to work hard and get where you want to be in life. That’s how I’ve always operated. If I were ever overlooked, you’d better believe that I was pushing myself without even knowing it.

Some say it’s hard work, others say it’s talent and resourcefulness that play a crucial role for success in entrepreneurship? Which traits have been instrumental for your success so far? And why?

I believe hard work plays a crucial role for success in entrepreneurship. You have to be willing to put the hours in and be really creative and strategic at the same time. This is especially true in the beginning as you have to make so many decisions like choosing a location that best fits the demographic you want to serve. 

You also have to be resourceful and know how to multi-task. When we first started J’s Pitaria, I was working full-time with a law firm and spent evenings and weekends at the restaurant. That was a challenge I had to overcome to be successful.

What excites you the most about being an entrepreneur?

I’m most excited about our potential to change people’s lives through our authentic Mediterranean food. Even our employees have become healthier by eating our food. I’ve also been able to build a strong team that shares our vision and that is exciting as well. They take care of the restaurant just like my husband or I would. As someone with a background in human resources, I know how hard it is to find a team like this. With them, we can offer the highest quality of food that makes our customers feel good and want to return on a daily basis.

Share with us some of the worst business advice you’ve ever received?

People told me that we were insane when we chose our current location for our business. One day we were driving around the city and we found an empty space that looked perfect for us. It turned out that it had been vacant for four years. Where others saw only a vacant room, I saw a blank canvas. After gutting it and dressing it up, we were able to turn it into a one-of-a-kind destination for our customers to experience authentic, healthy Mediterranean meals.  

You’ve got a high stake investment opportunity. Pitch your business in 150 words.

J’s Pitaria is home to hand-made, from-scratch Mediterranean food and artisan Somun bread, baked fresh daily in our stone brick oven. We truly believe that good food cannot be rushed, which is why we make our meals to-order. When you place your order, we hand-craft your meal using a medley of fresh, organic, premium ingredients to create a decadent, unforgettable Mediterranean experience. 

Absolutely nothing is frozen here; we make everything from scratch with pride in the traditional way. We take the time to create an organic, healthy meal for you – and each meal is worth the wait. Once you have our authentic Mediterranean cuisine, you won’t be able to resist coming back!

What’s the best piece of advice you’d give to inspire aspiring entrepreneurs?

You must believe in yourself – if you don’t, then no one else will. Then, build a team around you that shares your vision. Many people don’t understand how detrimental it can be to the business when employees feel underappreciated and uninvolved. On the other hand, a team that feels heard and valued can make a business soar. 

It’s my goal to let our team in on all the decisions we make. Before making menu changes, we all get together and discuss changing items and prices. This shows them that they are part of my team. If your team does well, then you will be successful. 

What are your goals for the upcoming year?

I want J’s Pitaria to become the best of the best in serving authentic, healthy Mediterranean cuisine throughout St. Louis. Right now, we’re working to educate our community on how healthy our food is and that it’s important to change negative eating habits. This is especially important in light of the global pandemic. 

People need to know that good food is not boring; it’s tastes wonderful, makes you feel better overall, and helps you stay strong and healthy. 

Any final words to end this interview?

Women – don’t be afraid to jump in and chase your dreams with all your strength. It’s absolutely possible to make them come true. Look at me – I immigrated to St. Louis, got a hard-earned education, met my husband (who also immigrated here), raised a son, and have started our restaurant together. Achieving the American dream is always within reach; you just need tenacity and unwavering confidence in yourself.

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