Sustainability on Tap: Joyful Jarra Brings Sustainable Options to Atlantans
Veronica Apecena never expected to launch a retail business. And now, Apecena is the owner of Joyful Jarra, a refillery providing non-toxic, low-waste, and a variety of locally sourced home and body products to Atlantans.
More than just a place to bring your collection of favorite jars (jarra in Spanish) and refill them with sustainable alternatives for yourself and your home, Joyful Jarra is also dedicated to closing the large employment gap experienced by people with developmental disability and neurodivergent labels by creating jobs and training opportunities.
The turning point for Apecena came when she visited a North Carolina refillery, a place where people can buy bulk products by weight or volume, where a friend with a developmental disability label was working. “She was so empowered and talking so positively about this new role. And within minutes of walking in the door of the refillery, I knew I needed to recreate this for communities in Atlanta,” said Apecena.
As a lifelong advocate for both the environment and inclusion for people with developmental disability labels, Apecena said, “It’s my perspective that all people can share their gifts, and it was seeing this combination of inclusion and sustainability at the refillery that made me decide to start my own business.”
Apecena’s dedication to bringing environmental perspectives into her work and the communities she engages with is rooted in her upbringing in a Mexican-American family. “Maybe she didn’t call it ‘sustainability’, but my abuela fed her family clean food, we thrifted together, and she used products with clean ingredients at home. I felt like my abuela was ahead of her time. She taught us these things, and I valued it,” said Apecena.
Apecena’s work with Joyful Jarra at the intersection of sustainability, through circular economy principles, and inclusive hiring practices, provides an example of how small businesses can have a positive impact on both people and the planet.
Filled with Inspiration to Launch a Sustainable and Inclusive Business
After returning to Atlanta from North Carolina, filled with inspiration, Apecena dove into researching how to start both a refillery and a business.
“Based on my previous experience working in a nonprofit, I was in the mindset that networking is important,” said Apecena when reflecting on starting a business. Apecena also participated in the free SCORE mentoring program for insight as she built her business. “I value learning from other people and their experiences, and I am all about asking questions and seeking out advice and support,” said Apecena.
As a result of these inspirations and research, what Apecena created was Joyful Jarra and a business model intentionally designed to help people access sustainable products, create inclusive job opportunities, and support local makers and regional vendors.
“I feel honored to work with these makers and vendors from Georgia and the Southeast region who are intentionally sourcing, packaging, and creating products to be environmentally sustainable. And the majority of the local makers we work with are women-owned vendors, and the majority are women of color,” said Apecena.
Joyful Jarra started a mobile refillery in 2023, traveling to different neighborhoods, markets, and events around Atlanta. And now, gaining momentum in just a few years, Joyful Jarra has both a storefront presence and regularly attends various farmers' markets in the Atlanta area.
“At its core, Joyful Jarra is rethinking how everyday goods are distributed and consumed. Through a refill model, customers reuse containers to access non-toxic home and personal care products, reducing single-use plastic while making sustainable choices more accessible and practical. But the innovation extends beyond environmental impact,” says Apecena on the Joyful Jarra website.
Tapping into Joyful Jarra’s Layers of SUSTAINABILITY
Think of a typical day. From brushing your teeth to cleaning your home. Now think again about the products that you used for these activities. Where did they come from? How were they packaged? What did you do with the items when you were done using them?
The expression “Reduce, Reuse, Recycle” is listed in this order intentionally. When it comes to consuming products more sustainably, reducing and reusing (e.g., taking jars to a refillery instead of buying new containers) are preferred first steps before recycling.
Apecena adds, “In the sustainability space, many will replace the word ‘Recycle’ with ‘Refill and Refuse’ for a new expression of ‘Reduce, Reuse, Refill, and Refuse’ as the new framework that aligns more closely with circular economy principles.”
In addition to looking for local makers and regional vendors and refillable items in bulk to lower overall carbon footprint of a product, Apecena looks for a few specific criteria when she is sourcing sustainable products to bring to community members at Joyful Jarra.
First, Apecena looks for products with plant-based ingredients, which are typically less toxic than alternatives, and products with unscented/hypoallergenic options.
Second, for those looking to reduce their waste at home, she checks whether the product's packaging is minimized and whether it can be reused, composted, or recycled to replace single-use items or those packaged in plastic. For example, deodorants in biodegradable tubes, reusable (not) paper towels, or silicone sandwich bags. Reflecting on other ways to reduce waste, Apecena said, “A major advantage of a refillery is that you can purchase as much or as little as you need as you restock or try new items.”
Third, Apecena looks for options that reduce a product's overall carbon footprint. Such as those available concentrated in tablets, such as dishwasher detergents, and shampoo or conditioner bars,” Apecena said, “We can avoid shipping around so much water as the product is concentrated in the tablets or bars. This reduces emissions related to shipping.” Apecena highlighted that Joyful Jarra’s shampoo and conditioner bars are one of her favorite products that she’s added into her own sustainable lifestyle.
Sustaining Change
Apecena understands that finding and welcoming new products into your home takes time to learn about and explore them. Many of us have been using products from large, familiar brands for years, and this transition takes time.
“Take, for example, our locally made laundry powder. It seems so simple that at first, people are sure it won’t work. But when they come back, they share how surprised they were. Joyful Jarra’s local and regional vendors and makers are not only matching the quality of what is offered in a traditional store, but they are also bettering it through their intentional practices,” said Apecena.
As a hub for both eco-friendly products and community, Joyful Jarra is working towards fulfilling more goals in the future. “I’m exploring potential new locations where community members are requesting refillable options, so they don’t have to travel as far to current locations,” said Apecena, “Through this, Joyful Jarra can also expand our inclusive employment opportunity model by providing more opportunities for folks with developmental disability labels into employment opportunities.”