About this episode

Sarah Donjuan shares her journey from a creative side hustle to running a successful floral business in Atlanta.

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: Website Instagram You…

People in this episode

Host: Amy McGee

Guest: Sarah Donjuan

Topics covered

• floral business
• entrepreneurship
• business growth
• customer engagement
• team building
• work-life balance

Keywords

• florist
• flower truck
• business school
• pop-up model
• brick-and-mortar
• national flower shipping
• entrepreneurship
• team culture

Mentioned in this episode

Organizations: JJ's Flower Shop

Places: Atlanta, Dunwoody, Chicago, LA, NYC, Austin

More episodes of Botanical Brouhaha Podcast

• Ep. 150: Alex Vaughan Bet Everything on FLWR Shop · June 25, 2026 · 1h 14m
• Ep. 149: Worth the Wait: Sophie Felts Floral Co Joins Circle Weddings · May 27, 2026 · 40 min
• Ep. 148: Mountain Flower Farm: The Power of Knowing Your Grower · May 7, 2026 · 1h 6m
• Ep. 146: How Colleen Raney is Building a Sweet Pea Seed Brand · March 18, 2026 · 1h 5m
• Ep. 145: Linda D'Arco: Flower Farming While Taking a Stand · February 5, 2026 · 1h 5m
• Bonus: No Meanies Allowed: Inside CIRCLE · February 1, 2026 · 23 min

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