For Ashley and Jesse Rojas, business growth is about far more than expansion — it’s about creating a lasting impact rooted in family, service, and shared values. As parents and entrepreneurs, they are intentionally building a legacy centered on resilience, wellness, and meaningful relationships, both within their family and throughout their community. Through Zen Rojas, they aim to foster genuine connections, support healthier lifestyles, and inspire future generations to lead with compassion, purpose, and a commitment to continuous growth.
Ashley, congratulations on the birth of your son that’s a huge life moment. How has becoming a parent influenced your perspective on both business and long-term vision?
Thank you! Being a parent has changed me more than I ever imagined. Through the ups and downs of life it has taught me resilience. I have also learned to have a higher capacity for love and patience. Let’s be honest, we all need a bit of those in our lives! In both business and long-term, my vision is to be an example to our children. Showing them that while it may take time, being patient and pouring love into what you create is worth it. By letting the girls help with content creating or asking their opinions, it gets their little wheels turning. Building the foundation for them to one day either take over the family business or build something of their own. Seeing the excitement in their eyes makes it all worth it.
Collaboration seems to be a key focus. What do you look for in a brand before deciding to work together?
The main focal point for a potential collaboration is aligned values. I believe that to have a successful working relationship, you have to actually like them. When building these relationships you have to think long term. By having a strong, knowledgeable foundation, it also allows the collaborator to invest in the ritual that Zen Rojas provides. What do you bring to the table? Will they represent the company well? Do I believe in this? If I am unsure then they may not be a good fit. Working with the human behind the brand, not the idea of the brand is what builds these strong connections.
Jesse, your company is expanding into local storefronts like coffee, tea, and CBD shops. What’s driving that growth, and how are you choosing the right partners?
Our motivating factor for this expansion idea is simply the desire to spread health and wellness throughout the local community the best we can. Life’s too short to waste on things that don’t serve you or the good people around you well. Which is ultimately how we choose the right partners as well; people aligned with that same philosophy.
As your business grows, how do you ensure it continues to have a positive and meaningful impact on the local community?
Humility, compassion, and genuine reciprocity. As people grow and expand to new horizons, they sometimes forget the things that got them there in the first place. For us, that’s not the case. We remember thoroughly all the people, places and things that truly made an impact on us. So, we pay homage to this by giving back through promotions, complimentary samplers, and donations to individuals who we meet along the way which helps them obtain the peace of mind that health and wellness can provide from our products.
Looking ahead, what kind of legacy do you hope to build both as a business owner and as a father?
I hope to build one that speaks to more than just myself and materialism. One that is timeless sure but centered more so around the ideals and principles passed on to me from people even better than I could ever be. If I’ve learned anything it’s that I know nothing and I would leave my children with an emphasis on self development and resilience. Life is a roller coaster ride with many twists and turns that require a steady mind and a strong spirit. Constantly cultivating that for the ever-changing landscape of the world is how each generation gets better. In essence, be a leader that is strong and bold but never above or below anybody, always beside them.
