Greenheart | Northern Virginia + DC Makers

Photographed by: Rachel Maucieri | Interview of: Alicia and Diana, Owners of Green Heart Juice


How did you get started?

We both came to Greenheart at different points in our lives. We had worked in typical professional settings and felt something lacking with the 9-5 office work. On our journey to discover what health meant to us, we realized that quality food was a big part of the picture, but it also meant self-care in the form of following our heart and dreams of living a life of purpose. We left the comfort of potentially lucrative careers and started Greenheart out of a desire to share the food that nourished our bodies during this transit and to also create an experience good for the soul.


What influences you?/Where do you get your inspiration?

When we thought of what we wanted to offer through Greenheart, we knew we wanted to create a space where we could provide the kind of quality exactly like we were making for ourselves in our own homes. Because our career aligns so well with our personal interests and things that light us up in our daily lives, oftentimes the inspiration comes straight from what we’re making in our personal kitchens. For us, it’s all about serving things in their purest, most nutrient dense form and not sacrificing ingredients in order to turn something into a high-volume, big-batch production item. Because we are a wellness brand and we’re both passionate about wellness, we do get inspiration from current trends, too. We’ve both had our struggles with stress and right now adaptogens are getting a lot of visibility for their ability to supporting people with adrenal fatigue. We started using them in potions for ourselves at home and two years ago we decided to add them to our cashew-based milks for a little extra umph!


How do you balance your personal time + work?/ How do you create separation?

Oh, man. We honestly aren’t sure balance is possible when you have a business that’s a passion project. It literally becomes an extension of you that’s really hard to just walk away from at the end of the day and “turn off” when you get home. Even if all the logistical day-to-day business tasks are taken care of, you’re always thinking in the back of your mind, “Okay, how can we move this business forward?”

We have gotten better in the last year of respecting each other’s personal space and acknowledging days off as days off from all communication, but it’s hard because we’re also such good friends! We’ve both made a conscious effort to set aside that phone-free time whether it’s going for a bike ride or a hike, getting outside and leaving the phone at home. That really helps a lot and creates that space to recharge.


What keeps you motivated?/ Why do you love doing this?

There have been many days over the last few years when we’ve questioned this path of owning and operating Greenheart (it’s hard work!)t, but our biggest joy and what keeps us in it is the relationships we’ve developed with our customers and seeing their progress over time. It’s truly an honor to listen to them talk about their journey through self-care and healing, what inspires them and what they want to see from us. We’ve had customers attribute our juice part of their healing from Stage IV cancer, fibromyalgia and diabetes and that’s so incredible.

But on a very real level, we’d be lying if we said there weren’t selfish motivations, too. We feel very fortunate to have ultimate creative and personal freedom that you don’t get with a 9-5. Being our own boss and dictating what you do and when is invaluable.


Where do you see yourself in 2-5 years?/ What's next for your brand?

We recently opened our standalone flagship location in Great Falls, Virginia and we’re having our grand opening in March. We also just celebrated a rebrand so right now we’re just excited to settle in and “slow down” in a way. We’ve done a lot of internal work to refine our processes and set a solid operational foundation for us to be able to expand in that two to five year time frame.