Shen Zen Tea Owner James Chang on Tenacity, Commitment and Making Your Business Work—No Matter What

A shared passion for tea is what got James Chang hooked on the business of building Shen Zen Tea. Later, when he moved the company to the Pacific Northwest, an ever-growing demand for organic and sustainably sourced products opened up a world of new possibilities for him to sell via local farmer's markets — and expand his product line, too.

James chatted with us recently about the tenacity required to be a small business owner when you're just starting out and what he's learned after living through good times and tough times while building his business. 

Read on hear his story!

Name: James Chang

Business: Shen Zen Tea

Started: 2012

How did you create your awesome job?

I originally had a business partner, Neil Buckland, who started Shen Zen Tea back in Florida. It was a different business model back then, where he sold a variety of teas mostly through home events. 

I got involved in the business because Neil was a friend of my brother and I’ve always been really passionate about tea. When we met, there was a natural connection there. Neil also had a photography business and didn’t have as much time as he would have liked to focus on the tea business, so he invited me to restart Shen Zen Tea in 2012.

In the beginning, we didn’t make our own tea, but rather resold tea that was organic and sustainably sourced. Then, in 2013 when we first started showing at farmer’s markets in the Pacific Northwest, we also started selling our own blends. 

We hit the farmer’s markets pretty hard right from the beginning with seven markets every week. In the coming years, as our customer base grew, we got more and more involved in making tea and we started branching out to make and sell tea from local fruits that we dehydrated. 

We now sell iced tea sodas which are pretty unique, and even got us into Seattle Magazine last year. That same year we started making kombucha as well. We now have over 80 different teas, 40 or 50 of which we sell through our stands at farmer’s markets and through our website.

Tell us more about your experience with selling at farmer’s markets!

The best farmer’s markets that we started at are the ones that we’re still a part of, actually. The Redmond Saturday Market, which is very hard to get into, was and still is one of our favorites. We were very lucky to be accepted into their roster because we were such a young business back then, but there was a demand for the type of product we sell so it was really a perfect fit.

Our success at a farmer’s market depends a lot on the individual community the market is located in, and whether that community is willing to support our product. 

For example, some of the more old school farmer’s markets don’t invest as much support in organic or locally sourced products. So it really depends on who you are trying to sell your product to and how you are marketing it. A vibrant personality and willingness to stand out there every day in the sun can go a long way as well!

When did you know your business was going to work?

I think it’s really something that’s ingrained in my personality. I know that sounds odd, but I have a very tenacious personality. I have a lot of patience and a lot of diligence when it comes to my business, so I knew it was going to work when I started it, simply because I knew I was going to make it work! 

They say that success is a personality and not an outcome. So if you succeed, it’s because you were tenacious and you were never willing to give up.     

What has been the biggest surprise so far after starting your own business?

The biggest surprise was how long it took for me to actually make money. You hear people say that it takes about five years for a business to start making money, and I’ve experienced that. 

When I started, I figured that by buying something at a lower cost than what you were selling it for, I’d be able to make money right away. But as it turns out, it came down to my willingness to work really hard and to hang on for dear life to get this far. 

"If you’re in it just for the money, you’re not going to be able to make it past those first few years. I think you have to be genuinely invested in the growth of your company for it to last."

How did you learn how to price your products?

I actually did a lot of market research. I looked at the different places I would source tea from and how they suggested their products be retailed for. I didn’t necessarily calculate for labor, how I would need to pay myself or my employees really. It was all based on the market and seeing how much other companies were selling similar products for, what the market value was and how cheap I could realistically sell my product for. 

I wanted my product to be priced such that it would be competitive in the market, so I guess at the end of the day it was most important to get a good client base built up in the beginning than it was for me to take home a good paycheck. 

That’s the kind of commitment and passion it takes to make sure your business survives.

What would you like to learn today from a community of other small business owners and self-employed professionals?

I’m most interested in learning about how and why other businesses got their start. What makes people so passionate about their product or their service that they are willing to put their heart and soul into their business?

For me, my company is about providing a service to my customers and there is a certain honor in that. I’m able to live the life I’ve created with the help of such a great team and the support of my family, and I’m so grateful for that. It’s those relationships that have gotten me through the tough times of starting my business, such that my work is more than a job — it’s a lifestyle.

Tell us! 

What inspired *you* to start your business? Why are you passionate about the product or service you provide?

If you, like James, know what's like to live and breathe your business day in and day out — and you're willing to do whatever it takes to make sure your business succeeds — we want to hear *your* story below in the comments.

We can't wait to hear your stories! :-)