From here on out, I’m aiming to show more of what really goes on behind the scenes at J-Tea. Not just the polished final products, but the unfiltered reality of running a small tea business. If you're curious about tea, entrepreneurship, or what it takes to keep a small business alive and thriving—this is for you.

Our Origins

For those who don’t know, J-Tea started back in 2004 as a strictly wholesale business. It wasn’t until 2007 that we opened to the public and began serving tea in our teahouse. That period—from 2007 until the pandemic—was a huge chapter for us. We built a community, served tea daily, and even opened a second teahouse.

At one point, I was following the lead of a mentor in Taiwan who had opened 50 teahouses. I thought maybe that was the path—open as many teahouses as possible. But after walking that road for a while, I learned something important about myself: I don’t like managing people. And I don’t want to manage someone else who manages people, either.

That realization was a turning point. It simplified everything. I came back to the core of what I love—buying and selling incredible tea. That’s our focus now.

A Lesson from “The Game”

Like every business, we gain new customers, and yes—we lose some too. One of the most valuable lessons I’ve learned recently came from the podcast The Game (which I highly recommend, by the way). The takeaway? It’s far easier to keep a customer than it is to find a new one.

That principle shifted my daily routine. Now, I put consistent energy into customer outreach. I check in with folks after they order. I make sure they know when their tea will arrive. I even send handwritten postcards. These little human touches are deeply rewarding—and they work.

When I had two teahouses and a larger staff, I didn’t know half our customers. It felt weird. Now, while I can’t personally know every online customer, I’m doing what I can to strengthen the relationships that matter most.

A Quote That Changed How I Think

Here’s a business quote I heard a few years ago that’s stuck with me:

“A business stays in business as long as it can afford to pay for its mistakes.”

It’s brilliant—and true.

There’s this idea that successful businesses don’t make mistakes. But that’s not how it works. In fact, success often comes from making mistakes quickly and learning even faster. I’ve made plenty. The difference is, I’ve been fortunate enough to afford the lessons.

Shifting the YouTube Focus

Moving forward, our YouTube channel won’t just be about tea—it’ll also be about business. Not in a dry, lecture-style way, but more like a real-time documentary of what it’s like to run J-Tea. Kind of like a reality show for tea entrepreneurs.

Sure, I’ll sprinkle in business strategies, tips, and things I’ve learned over the years. But I think what’s more valuable is giving you a front-row seat to the actual process. The wins, the losses, and everything in between.

Why Direct Mail Feels Like a Gold Mine

One of the strategies I’m most excited about right now is direct mail.

We’ve barely done any traditional advertising over the years. It’s expensive, hard to track, and honestly, I’ve never liked it. But direct mail? That’s different. It’s physical. It’s personal. And you can measure exactly what it costs and what kind of return it brings.

Here’s the breakdown:

• We print a letter (double-sided, slightly thicker paper)

• We add a sample of our tea (making the envelope lumpy to grab attention)

• We include instructions and a note with testimonials

• We stamp it and send it

Each package costs us about $5. If we send 100 and three people become lifetime customers, we’re looking at around $9,000 in potential revenue from a $500 campaign.

That’s an incredible return. And it’s scalable.

We’re targeting people who already align with our values—like massage therapists, naturopaths, chiropractors—people who love wellness and could benefit from amazing tea (or recommend it to their clients). It’s a focused, thoughtful, relationship-building approach.

The Bottom Line

What I’ve come to believe is this: there’s no ceiling on how many people out there would love our tea—they just haven’t tried it yet.

And the best way to reach them isn’t by shouting into the void. It’s by building relationships, being real, and showing up consistently.

Thanks for reading. I’ll keep sharing the journey—mistakes, marketing, tea, and all. Because maybe there’s something in our story that helps you with yours.

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