Interview with Veronica from Joyful Jarra: A Low-Waste Refillery Rooted in Purpose
- Nichole Dandrea-Russert
- Jul 7
- 12 min read
Updated: Sep 25
As a plant-based dietitian and advocate for sustainable living, I’ve always believed that what we choose to put on our plates, in our homes, and into the world matters. That’s why I’m so excited to share this conversation with Veronica, the inspiring founder of Joyful Jarra—a low-waste refillery in Atlanta that’s making waves through its commitment to sustainability, inclusive employment, and community connection.
Veronica’s work aligns deeply with the mission of Purely Planted: caring for the planet, supporting wellness, and building an equitable future. Her story, her shop, and her heart-centered vision are testaments to what’s possible when values lead the way.
Whether you're in Atlanta or halfway across the country, I know you’ll be moved by what she’s building—and hopefully inspired to make your own low-waste swaps along the way.
By the way, check out my kitchen and bathroom "faves" at the end of this article for your own self-care or as an eco-friendly gift. ⬇️
Use discount code PURELYPLANTED for 10% off your order.
What is Joyful Jarra and what can shoppers expect?
Joyful Jarra is a refillery and low-waste retail shop dedicated to helping individuals and families live more sustainably—without sacrificing quality. We offer a wide range of clean-ingredient, refillable, and plastic-free household and personal care products, sourced thoughtfully from local and BIPOC makers whenever possible.
When you shop with us, you can expect a warm, welcoming experience where sustainability feels approachable and empowering. Whether you’re stopping by one of our storefronts, visiting our mobile shop at a local market, or ordering online, we aim to make reducing waste simple, as affordable as possible, and even fun. We believe that small changes add up—and that everyone deserves access to products that are better for their health, their home, and the planet.
Our team is passionate about education and community, so we love helping customers find swaps that work for their lifestyle. You’ll leave with products that align with your values and the knowledge to make meaningful, sustainable choices every day.
Can you share the moment that sparked the idea for Joyful Jarra?
In 2021, I learned about the concept of a refillery and became even more excited about the idea when a close friend, who lives in NC, started working at one! I've never even worked in retail, but the day that I accompanied my friend to the refillery where she worked, I thought to myself, "I want to have this in Atlanta and I want to be the one to make it happen!" The unique thing about this refillery that hooked me was that it was a shop that centered inclusive employment. As a person with a developmental disability, my friend had never before experienced meaningful, supported employment and affirmation of her full identity in the workplace. Her job has empowered her in so many ways. That's what it's all about for me. In the US, folks with developmental disability labels and neurodivergent peoples are highly underemployed, despite their ability, desire, and willingness to work.
What is a refillery and why does it matter?
A refillery is a shop where customers can refill containers with everyday household and personal care products—think dish soap, laundry detergent, shampoo, lotions, and more—rather than buying new plastic packaging each time. It’s a simple but powerful way to cut down on single-use plastic and unnecessary packaging waste.
At Joyful Jarra, customers can bring their own containers or grab from our abundant supply of clean, upcycled containers in-store. We weigh the containers, fill them with your selected products, and then weigh them again—so you only pay for what you take home. This helps eliminate countless plastic bottles and containers from the waste stream.
Refilling also encourages more mindful consumption. Instead of buying in bulk and tossing unused products, you can refill just what you need. Over time, this not only reduces waste but also saves money and fosters a more intentional, sustainable lifestyle.
Why are sustainability and inclusive employment core values at Joyful Jarra?
At the heart of it are my motivators: empathy and life lived outside of our comfort zone.
Sometimes that means being countercultural. My abuela taught us how to live in ways that differed greatly from mainstream/normalized practices. Back in the early 90s, my abuela taught us how to eat clean and love fresh, plant-based foods, to drink kombucha, to clean our homes and bodies with earth-friendly products, and shop for clothes second hand. Then, when l I lived for a couple of years in Argentina at the age of 18, I gained perspective on low-waste living and how much waste the US produces and the ways we pollute the earth and its atmosphere.
I am passionate about providing a place for the community that supports a sustainable, low-waste lifestyle with clean, plant-based ingredient products that are non-toxic and biodegradable. And I am equally passionate about initiating inclusive, supported employment opportunities for folks with developmental disabilities like my friend I mentioned above.
I have been deeply involved in disability advocacy, awareness, and inclusion for over a decade. I have worked to cultivate community among individuals with developmental disabilities, witnessing both their goodness, their incredible gifts and the social injustices they face. Additionally, one of my two kids is developmentally disabled.
And honestly—beyond all the big-picture reasons—reducing waste just feels good. It feels good to reuse what you already have, to know your choices are nicer to the planet. There's joy in that kind of intentionality.
How does Joyful Jarra practice low-waste behind the scenes?
At Joyful Jarra, minimizing waste is at the core of everything we do.
We start with intentional sourcing: many of our products are made locally or regionally, most by women-owned businesses, and some come from BIPOC makers who share our commitment to low-waste and ethical production. Our vendors offer refillable, minimal (recyclable/compostable) packaging, and closed-loop systems.
For shipping and restocking, we reuse packaging materials and our suppliers ship with zero or very minimal landfill material. Any materials we can’t reuse, we recycle responsibly.
On the sales floor, our refillery model ensures customers can refill their own clean containers—glass, plastic, aluminum, whatever works for them- we’re just anti-single-use. We also encourage a circular mindset: we accept jar donations (which we sanitize and reuse).
Every decision we make—from sourcing and stocking to educating our community—is rooted in our mission to reduce waste and inspire more sustainable living.
How are products selected for your shelves?
At Joyful Jarra, our product selection is guided by the commitment to sustainability, ingredient integrity, and ethical business practices. We only stock products that are non-toxic, biodegradable, cruelty-free, and free from harmful chemicals. Packaging matters just as much—everything we carry is either refillable, compostable, or widely recyclable. We prioritize small-batch makers who are transparent about their sourcing and practices (majority of whom are women-owned businesses), and give preference to BIPOC-owned, local, or mission-driven businesses that share our values.
A key part of how we ensure quality and sustainability across our offerings is by staying connected to a broader network of like-minded refilleries through the Refillery Collective. This community is a vital source of knowledge and resource sharing, including trusted vendor recommendations and sustainability best practices. Through our refillery network’s support, we’re able to offer products that are not only better for the planet, but also responsibly made and thoughtfully vetted every step of the way.
What are your favorite must-have sustainable products?
Cleaning tabs, locally made dish bars, and shampoo + conditioner bars are true game-changers for anyone building a more sustainable home—and here’s why:
Cleaning Tabs
These small but mighty cleaning tabs eliminate the need for single-use plastic cleaning bottles. Just drop a tab in a reusable bottle, add water, and you’ve got a full-strength cleaner. This simple switch drastically reduces packaging waste and transport emissions, since tabs are lightweight and compact.
Locally Made Dish Bars
Our dish bars, crafted right here in our community, replace plastic bottles of dish soap with a long-lasting, zero-waste alternative. They’re free from harsh chemicals and packaged without plastic—better for you, your home, waterways, and the local economy.
How to use:
Wet your dish brush, sponge, or cloth with water.
Rub it directly onto the dish bar to create a rich lather.
Wash your dishes as you normally would.
Repeat as needed, and let the bar dry between uses to help it last longer.
Shampoo & Conditioner Bars by Dip and Sudz Cauldron
These bars are a revelation—they last longer than bottled hair products, are highly concentrated, and come with very little packaging. Dip and Sudz Cauldron’s bars are my FAVORITE! Sudz Cauldron (Latina-made) bars are tailored to different hair types whereas Dip bars are made for all hair types. I have tried many many shampoo and conditioner bars and nothing compares. Money back guarantee on these babies! They also travel easily and eliminate the need for bulky plastic bottles.
Two of my fave sustainable skincare essentials are our avocado oil lotion and our locally made body butter. Our avocado oil lotion is lightweight yet deeply hydrating, made with clean, nourishing ingredients. Our Atlanta-made, Black-made body butter features rich, plant-based ingredients like shea and mango butter, coconut and jojoba oils and more! They’re gentle on the skin, thoughtfully crafted, and kind to the planet.
In short, these products aren’t just swaps—they’re solutions that help you reduce waste, lower your environmental footprint, and support local makers and circular economy principles.
What's been the impact of opening two storefronts for your mission and the community?
Opening two retail locations has been a powerful step forward for Joyful Jarra—not just in growth, but in deepening our impact. These storefronts have allowed us to create more intentional, rooted connections within our community. With a permanent presence, we’re able to offer a wider range of products, support more local and BIPOC makers, and provide consistent access to low-waste, refillable goods that support healthier homes and a healthier planet.
Importantly, having two physical locations also expands our mission of inclusive employment. We’re now able to create more supported job opportunities for neurodivergent individuals and those with developmental disability labels—something that’s still far too rare in for-profit business. With each location, we’re building a space where everyone is valued, included, and empowered.
This expansion has also helped normalize the refillery model. We're seeing more people curious about reducing waste, more conversations sparked around sustainability and equity, and more folks making everyday swaps that truly matter. So in many ways, this growth is about more than business—it’s about building community, changing culture, and showing what’s possible when we lead with values.
What are the biggest misconceptions about hiring neurodivergent individuals—and what should employers know?
One of the biggest misconceptions about hiring neurodivergent individuals—especially those with intellectual and developmental disabilities—is that they are not capable of doing meaningful work or that providing support will be too difficult or costly for an employer. This couldn't be further from the truth. Neurodivergent individuals are just as capable of contributing value when workplaces are inclusive and provide the right support structures. In fact, research consistently shows that employees with developmental disabilities have high retention rates, bring strong attention to detail, and contribute positively to workplace culture.
Another common misconception is that inclusion requires complex or expensive accommodations. In reality, most accommodations are simple, low-cost, and often benefit the entire team—like providing visual supports, flexible routines, or clear expectations. What employers really need is a shift in mindset: to see inclusion not as charity or compliance, but as an opportunity to enrich their business and community.
At Joyful Jarra, we believe that employment is about dignity, belonging, and empowerment. Our neurodivergent employees bring creativity, consistency, and joy to the work we do, and they deserve access to meaningful, fairly paid jobs just like anyone else. Employers need to understand that inclusive hiring is not just the right thing to do—it’s a powerful way to build a more compassionate, equitable, and effective workplace.
What challenges come with running a values-based business—and how do you stay grounded in your mission?
Real talk? Joyful Jarra isn’t profitable yet. I’m incredibly proud of what we’ve built, and my passion for this work is unwavered—but the journey has been far from easy. I’m balancing a lot: running a business rooted in sustainability and inclusion, working full-time for a nonprofit to maintain steady income, and solo parenting my two kiddos. Time and money have been the biggest constraints.
Still, what keeps me grounded is remembering why I started Joyful Jarra in the first place—to create a more just, inclusive, and sustainable world, and to show that a different way of doing business is possible. It’s a process of planting seeds, shifting culture, and building something that I believe has long-term value for our community and the planet. That’s what keeps me going.
What’s your vision for the future of Joyful Jarra and the movement toward sustainable, inclusive business?
My vision for Joyful Jarra is to grow into a community-rooted hub for sustainability, access, and belonging. I’d love to expand our reach—more storefronts, more mobile pop-ups, more collaborations with local makers—and create meaningful, supported jobs for more neurodivergent folks in the process. I want Joyful Jarra to be known not just as a place to refill your soap or find a good shampoo bar, but as a model for what values-based business can look like: where environmental and social impact are built into every decision.
We’re also actively working on ways to improve our profit margins and offer more accessible pricing by sourcing certain products directly from manufacturers. Additionally, we’re developing a local partnership with one of our Atlanta-based makers to co-create our own line of liquid hand soap and dish soap—refillable, low-waste, and Joyful Jarra-branded. These steps not only deepen our mission but also help us move toward long-term sustainability. To bring these goals to life, we’ll need an influx of capital, so I’m regularly seeking out and applying for grants and interest-free loans that align with our values and needs.
More broadly, I hope to be part of a growing movement where sustainable businesses aren’t niche, and where inclusive hiring isn’t the exception—it’s the norm. We need more models that show how circular economy principles and equity-centered practices can coexist and thrive. That means reimagining success beyond profit margins and rooting our work in relationships, community care, and long-term change.
I don’t have it all figured out, but I believe in building the future we want to see—even if it starts one jar, one job, one conversation at a time.
How are the products we use at home connected to the health of the planet—and ourselves?
What we bring into our homes matters now more than ever, not just because of the ingredients themselves, but because of the packaging they come in. Most conventional cleaning and personal care products are packaged in plastic, and we now know that plastic doesn’t just disappear — it breaks down into microplastics that contaminate our water, soil, food, and even our bodies. Studies have found microplastics in human blood, placentas, and lungs. We're only beginning to understand the long-term impacts, but early research links microplastic exposure to inflammation, hormonal disruption, and other health concerns.
Many conventional products contain toxic preservatives and petroleum-based ingredients that are not only harmful to our health (linked to endocrine disruption, skin irritation, and respiratory issues), but also pollute the environment and take a long time to break down.
On top of that, we have to recognize that many of the products marketed to us over the last century—especially in the post-war boom—were never truly safe and with little regard for long-term effects. We’ve done significant harm to our bodies and to the planet in the name of convenience and profit. The good news is: we know better now. There’s growing awareness around harmful ingredients like phthalates, parabens, sodium laurel sulfate (SLS), and synthetic fragrances, and there’s a shift toward transparency and sustainability.
At Joyful Jarra, we aim to be part of that shift—offering cleaner, safer alternatives and helping people move away from products and packaging that were never designed with our well-being (or the earth's) in mind. Choosing better isn’t about being perfect—it’s about being aware, and making small, intentional changes that add up over time.
How can people support Joyful Jarra—both locally and from afar?
If you’re local to the Atlanta area, you can visit one of our two retail locations or shop at our mobile refillery pop-ups around town. If you’re not local, you can still shop online from our curated selection of low-waste essentials!
Other meaningful ways to support us:
Spread the word! Share our shop with friends, family, and on social media.
Follow us on Instagram or TikTok and sign up for our newsletter to stay connected and amplify our mission.
Support inclusion by talking about employment for folks with developmental disability labels and inclusive business models in your networks.
If you're able to offer your time or talents, we welcome it! We’re especially in need of marketing, social media, and design support to help grow our impact and reach more people.
If you’d like to lend your skills or explore ways to get involved, send us a DM or email me directly at v@joyfuljarra.com—I’d love to connect!
Support Veronica and a Sustainable Future
Veronica and Joyful Jarra are doing more than offering beautiful, low-waste products—they're reimagining what business can look like when rooted in community, care, and conscious living. I’m endlessly inspired by her commitment to both people and planet (especially while working full time and raising two children!), and I hope this interview has sparked ideas, curiosity, or even your next sustainable swap.
If you're in Atlanta, make it a point to stop by one of Joyful Jarra's locations. If you're elsewhere, explore their online shop and consider following along to support their mission. After all, small changes—like refilling a jar or rethinking our buying habits—can lead to a much bigger shift in how we show up for the world around us.
Let’s continue to lift up values-aligned businesses like Joyful Jarra, and support the people who are planting seeds for a better future—one refill, one job, one act of care at a time.
P.S. Shop here with Joyful Jarra!
Whether you're aiming to introduce sustainable changes in your kitchen or seeking a distinctive gift for a loved one, I've compiled my top kitchen and bathroom selections from Joyful Jarra. You can either choose what's in the box or craft your own unique gift item from the online store!
Use discount code PURELYPLANTED to receive 10% off your purchase.
