Socent Spotlight: finding joi

This is part of a Business+Impact series on U-M students and alumni who have created social enterprises and continue the work of entrepreneurship outside of school. For this edition, we are shining the light on finding joi, a holistic wellness service curating psychologically and physically safe spaces for Black womxn and femmes.

finding joi’s founder Joi James (MBA ’23) is committed to destigmatizing conversations about mental health in institutional spaces. Joi has supported leading private foundations, academic & research institutions, and city government systems to develop explicit strategies that center social/racial justice through the lens of mental health and well-being.

We caught up with Joi James in Chicago, where a second wave of expansion is in progress for finding joi.

What does finding joi do, and when/where was it founded?

finding joi, LLC is a holistic wellness service curating psychologically and physically safe spaces for Black womxn and femmes through curated multimedia resources, wellness events, and a vetted network of Black-woman-owned service providers. Founded in May 2023 in the Ross Impact Studio, finding joi aims to decrease long-term health disparities for Black womxn and femmes, creating spaces for self-exploration, nervous system regulation, and community care. Our resources include wellness events, guided rituals, and educational workshops co-led with licensed practitioners and wellness creatives. 

What inspired you to create this business?  What does “collective joy” mean to you?

finding joi is inspired by my journey as a Black woman, navigating burnout and its impact on my mental well-being and physical health. Everything shifted when I started working with a culturally competent, holistic wellness coach and somatic psychotherapist. They helped me regulate my nervous system, build restorative routines, and reconnect with collective joy. finding joi, LLC. believes that “collective joy” is the ability for Black womxn to live life and navigate all spaces in a healthy, authentic, and transparent manner. Across generations and industries, many other Black womxn and femmes are pushing past their limits without access to holistic wellness tools, leading to chronic illnesses, autoimmune disorders, and other comorbidities. Aiming to decrease long-term health disparities,  I founded finding joi, LLC. to create the spaces I once needed: healing-centered, culturally relevant, and grounded in community care. This business is my offering back to a community that’s long been underserved by mainstream wellness models.

What courses or UM entrepreneurship programs have helped you the most in building out your business?

Participating in the Impact Studio both as an Applebaum Impact Design Fellow and a Founder has been instrumental to the foundation of finding joi, LLC. The opportunity to both learn and innovate within the Studio supports thought partnership across founders, and provides an early opportunity to become familiar with the entrepreneurial landscape, building both your confidence & credibility as a founder. The Studio provides access to mentorship and expert feedback from entrepreneurial leaders across social impact sectors, allowing founders to iterate and launch products & services before graduating. The program offers access to early-stage funding and a pre-accelerator community, which I’ve learned is few and far between for minority-owned and impact-focused businesses.

What is your biggest discovery about founding your business?

My biggest discovery as a founder is that you will have to be the most confident in your decision-making than anyone in the room, even when you feel the most unsure. Lean into your uncertainty through piloting, prototyping, asking for feedback, and going for it! Only you can share your story and execute the vision for your business. 

What is a recent milestone, and what are your future plans for finding joi?

finding joi, LLC. hosted our first Chicago event, Power in Pilates. At the event I moderated a powerful panel  including industry trailblazers Tabatha Russell (Pilates expert of 25+ years, owner of TabPilates & Bodyworks Center, & finding joi vendor) and Evelyn Brown (BODYBAR Pilates studio manager & digital marketing consultant). 

Together, we dove deep into the holistic benefits of Pilates and had honest, uplifting conversations about the importance of representation and cultural competency in the fitness & wellness industry. We closed the evening with a soul-refreshing mat Pilates session and left feeling grounded, inspired, and connected. 

This is just the beginning! We are in the process of developing a prototype of a first-of-its-kind, online holistic wellness platform connecting our audience to virtual holistic wellness programming facilitated by Black womxn- and femme-owned practitioners. The platform will offer access to customizable programs, multimedia wellness resources, and an online community for womxn to connect across joyful practices such as Pilates, Reiki, yoga, breathwork, nutrition, sound healing, and more, unique to the health & wellness needs of our users.

What’s your most important piece of advice for student entrepreneurs?

The role of founder is multi-faceted and always evolving; be prepared to tap into all of your skill sets to execute your venture’s vision at different phases. Within just a few years of founding finding joi, LLC. I have tapped into event planning, social media marketing, recruitment & hiring, payroll management, venue scouting, vendor recruitment, investor & user research, product development, and much more. There are many skills that we have identified throughout our careers that solidify our ability to manage scaling businesses. Identify which skills to hone and which to outsource early; this will be key to initial venture growth and your confidence as a founder.

Media:

Look at the Evidence – a podcast by finding joi, LLC.

Creating Psychological Safety for Black Women at Your Company 

Black women suffer disproportionately from ‘superwoman schema’ – ABC News

Website: findmyjoi.com

Instagram: @findmyjoi

LinkedIn: finding joi, LLC.