The juice is loose at Historic West End health bar

BRANDI WILLIAMS

Kimberly Wilkinson is owner of Juice Box, a vegan health bar in Historic West End that opened in July. The shop moved from NoDa, where it opened in 2016.

Kimberly Wilkinson is more than happy to feel the squeeze. 

At least when it comes to fruits and vegetables. 

Wilkinson owns Juice Box, a vegan health bar in Historic West End at 2020 Beatties Ford Road. The shop opened last month.

“I originally opened in NoDa…in 2016,” Wilkinson said. “Foot traffic was amazing; word of mouth was even better.” 

Juice Box was thriving, but in 2019, Wilkinson noticed a shift in clientele. 

“I noticed more traffic coming from outside the neighborhood,” she said. “NoDa’s demographic changed.”

A native of East Chicago, Indiana, Wilkinson has lived in Charlotte since moving here to attend Johnson C. Smith University. She graduated in 2009 with a degree in business marketing and lives in the Washington Heights neighborhood. 

“I’ve always had a strong love for the West End,” she said. “There’s a lot of beauty in the history.” 

After determining a need to relocate, Wilkinson’s decision was easy. 

“I felt Juice Box would better serve the underserved, supplying the West End with healthier food options and food knowledge,” she said. 

Wilkinson began transitioning the NoDa space into a desert bar, Sprinkle, which offers specialty cocktails, mocktails, milkshakes, coffees, teas and signature desserts. Meanwhile, she discovered a prime space on Beatties Ford Road for a new Juice Box. While the digs might have changed, Wilkinson’s commitment to quality flavor and service hasn’t. 

Juice Box’s menu includes smoothies, fresh juices, wellness shots, salads, toast and oxygen therapy, which has been around since the 1980s but its evolution into an alternative health niche business is relatively recent. 

Customers are provided masks or nasal cannulas which administer air with a higher concentration of oxygen, often blended with pleasant scents. Proponents say oxygen “hits” can provide temporary boosts in energy, ease stress and relieve allergies and headaches. 

Juice Box is unique in its offerings in the West End community. As such, promoting the concept and brand is not always easy. 

“There’s a challenge in support and marketing,” Wilkinson admits. “Constantly (staying) engaged and relevant to consumers can be challenging.” 

Wilkinson’s recipe has served her well. In addition to Juice Box, and Sprinkle, she also launched Members Only Tasting Room and Social on Central Avenue. She understands the value of local support to keep minority small businesses viable as well as a cohesive environment among neighborhood entrepreneurs. 

“All businesses need the support of the community to withstand,” she said. “Locals can help the West End thrive by supporting the businesses [here]. Be intentional, know what businesses you can align with. Make a conscious effort to spend your dollars in the local businesses.” 

Juice Box’s bottled juices are also available at Byte’s Cafe on the campus of Johnson and Wales University and Market Cafe on Trade Street. Distribution will soon be expanding to include area hospitals, grocery sales as well as Charlotte-Douglas Airport and Charlotte-Mecklenburg Schools. 

Expansion and popularity, however, are not just a matter of dollars and cents to Wilkinson. 

“I create safe, healthy environments for the community,” she said.  

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