Dine and Discover Queens: Ashari James - Juice That Simple
It’s “Dine and Discover Queens” time! “Dine and Discover Queens” is a monthly spotlight on some of the best food and drink options from around the borough! This month, we are featuring Ashari James, Co-owner of Juice That Simple, a shop in Bellerose that offers fresh, healthy, and delicious drinks and products to its customers. To learn more, go to https://www.juicethatsimple.com/.
Can you share a bit about your restaurant journey in Queens?
Launching Juice That Simple in Queens has been a true homegrown experience. From the very beginning, we were intentional about planting our roots in the same neighborhood that shaped us. Queens is where we trained, built relationships, and watched wellness culture grow from niche to necessity.
Opening our shop in Bellerose wasn’t just about selling juice, it was about creating a space that felt welcoming, familiar, and forward-thinking. We had to learn everything from navigating local permits and building inspections, to managing suppliers and staying open through unpredictable seasons. But we also had moments that reminded us why we started, like a customer sharing that one of our wellness shots helped ease their chronic inflammation, or a high school student saying we inspired their senior project on nutrition.
Queens has its challenges as a small business, especially as Black entrepreneurs in the health space. But the borough’s diversity, resilience, and heartbeat have kept us going. We didn’t just open a juice bar, we became part of a larger ecosystem of health, empowerment, and neighborhood pride.
Can you share a memorable moment as a business owner in Queens?
One of my favorite moments was watching everyone come out to support our grand opening on September 30, 2023 which drew in a crowd of over 100 people who were able to try out the juices and bowls for the first time. Visitors also wrote positive messages across on the chalk-friendly walls of the bathroom. It was an incredible experience that allowed everyone to experience our delicious products. Even the small wins, like a neighbor bringing their family from out of town just to “show off” the spot, mean the world to us. Queens is full of stories, and we’re grateful that Juice That Simple has become a backdrop for some of them.
What makes your restaurant unique?
Our shop reflects who we are, four Queens natives who value fresh starts, bold flavors, and people-first energy. From the music you hear when you walk in, to the affirmations you see on the wall, to the local artists featured in our space, everything is intentional. Our juices are crafted with care, using real, whole ingredients and a deep understanding of how nutrition supports the body, especially in Black and Brown communities where access and education around wellness are often limited.
But beyond the products, what really makes us unique is the vibe. It’s a place where people come not just to feel better, but to belong. Whether you’re here for your green juice fix, a vision board event, or just to sit down and feel seen, we’re here for that. And that spirit is what makes us different. We’re not trying to be perfect. We’re trying to be present, real, and always evolving, just like the community we serve.
