Less Stress, More Joy: What Transformation Looks Like at JUST
At JUST, our higher purpose is simple but powerful: help ambitious women entrepreneurs live with less stress and more joy.
Because when the constant pressure of making rent, paying bills on time, or putting food on the table starts to ease—everything shifts.
Women begin to dream again. They take risks. They build futures that belong entirely to them.
And while each JUST client has a unique story, one thing connects them all: joy shows up not after the work is done—but because of the work they’re doing.
For Latina, Joy Means Helping Others
Every morning at 5:45 AM, Latina starts her day with prayer, meditation, and movement. Then, coffee in hand, she’s off to serve others.
Latina is the founder of True Home Care Agency LLC, a non-medical home care business based in Austin. From providing companionship to seniors to helping post-op patients regain independence, her work is hands-on, heart-first, and rooted in purpose.
“I learned at a young age how to be the solution to someone else’s problem,” she says.
That drive comes from her grandmother—and from a deep belief in the dignity of service. As a single mom, Latina has balanced it all: running her business, caring for her son, and navigating the challenges of entrepreneurship.
With JUST, she found a tribe. A community of women who hold her accountable, lift her up, and remind her that she’s not alone.
“My dream is to franchise and go global,” she says. “JUST has helped me believe that’s possible.”
Latina’s journey hasn’t been easy, but it’s been rich with purpose—and that, for her, is joy.
For Zen, Joy Is Creating from the Hardest Moments
“JUST helped me remember that my past doesn’t define me—my vision does.” — Zen Ase
After a painful divorce, Zen didn’t just rebuild—she reimagined.
She began writing. And ultimately, she launched Zennurgy—a global podcast and inspirational brand rooted in self-growth.
When the pandemic disrupted her live events, Zen pivoted online, using digital storytelling to amplify her message and heal through connection.
“They don’t just offer loans,” she says of JUST. “They offer emotional scaffolding.”
Today, Zen’s joy is in building something beautiful from the pain—and helping others do the same. With the support of her JUST community, she’s found community, coaching, and the courage to scale her impact even further.
For Joanny, Joy Is the Freedom to Be a Mom First
“I prayed for a business that would let me be a mom first. JUST helped me believe that was possible.” — Joanny
Joanny’s journey started with a gift: a Cricut machine from her husband. A former industrial engineer from Venezuela, she turned that machine—and countless late nights—into Paper & Glue, a thriving custom design and engraving business in Dallas.
Joanny’s joy isn’t about titles or timelines. It’s about flexibility. It’s about being there for school drop-offs and football practices and delivering high-quality work to big-name clients.
With JUST’s support—loans, training, peer coaching—Joanny gained confidence and clarity. Her dreams? Opening a warehouse. Growing her brand. Staying true to her values.
“JUST is where I found a community of women like me. I feel supported, seen, and inspired.”
A More Joyful Future, One Woman at a Time
From caregiving to creativity to raising a family—joy takes many forms.
But at JUST, we’ve learned one thing is always true: When women have what they need to lead lives of joy, everyone around them benefits.
That’s how we build a more just Texas—one woman, one dream, one joyful day at a time.
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