The Mom Behind Just Between Friends

Wow! I can’t believe that it has been 7 years and 14 sales since the first Just Between Friends sale came to San Diego. I remember how amazing it felt to find deals on clothes and toys for my then 5 and 4 year-olds. JBF just gets bigger and better each season and helps thousands of moms like us save money and make money!

I am so pleased to spotlight JBF owner and my friend, Amy Fernandez, in our new weekly blog post about San Diego mom-preneurs. Her 15th sale starts this Friday at the Scottish Rite Center, and you’ll find Amy behind the cash register or on the sales floor. She’s a wonderful person, and I hope you enjoy her insights into juggling a business and motherhood at the same time . . .

How has owning JBF San Diego changed your life?

I feel much more connected to my community and have made many new friends.  I have had to learn to be bold. It’s hard to ask for things you need or want, approach people you don’t know, be rejected and not take any of it too personally. I have had to learn that my business is not for everyone and that’s ok. It’s not personal. I’ve been turned down so many times by property owners who won’t rent to me and I’ve had to get a much thicker skin to not let it bother me. So boldness and perseverance are two things that owning my own business has changed about me. Sometimes people still gets to me, I’m human, but I’ve gotten stronger.

What would you like your girls to know about being a mom and a business owner?

It’s hard!!!  It’s hard to find the right balance and sometimes I swing too far one way or the other. However, I want them to know that you can be a mom and a business owner. You can do anything you put your mind to and desire enough. But you do have to work at it-life isn’t given to you on a silver platter.

What has been your favorite part of owning JBF SD?

I love working with our charity partners. Each sale we give away a shopping spree to a family living in hard times through our charity partner Birthline of San Diego. I love the look of shock and gratitude they have knowing that someone they have never met cares about them and their circumstances. I also am very grateful for the friendships and connections I have made along the way. I have met some amazing women and families that have made such a positive impact on my life. Finally, it’s been very gratifying to watch our event that started in 3,000 square feet with less than 100 families consigning to grow to over 15,000 sf and over 250 families consigning. It’s been a big, community effort to grow our event to the size and impact it is today. I love mailing out those checks that I know are going to bless some family. JBF has helped families make rent payments, go to Disneyland, pay for Christmas gifts etc. I’m proud of that.

If you could give advice to moms who are looking for work/life balance, what would it be?

I am very fortunate in that I am a mentor for other jbf sale owners who are struggling. One thing I remind them of frequently is that we all have talents in many things, but not everything. It’s ok to ask for help in your business at the parts you aren’t great at. Hire a bookkeeper or someone to do your social media or whatever it is that you need some help with. We don’t have to do everything ourselves. By soliciting and accepting help, it allows us to keep a better balance.

Just Between Friends Savings Event

Friday – Sunday, September 21-23

Scottish Rite Center

1895 Camino Del Rio South, Mission Valley

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