UVic alum sees a future with plant-based period care to advance period equity in BC
Behind every successful person, there’s a community that has banded together to make it happen. For Jayesh Vekariya, he carries that lesson with him every day.
Growing up in an impoverished town in India, Jayesh’s family struggled with generational poverty. But his family and neighbourhood took collective risks to support his future: groceries from local shop owners, textbooks from a friend’s grandfather, discounted tuition from his school and financial sacrifices by his mother and sister to continue his education.
Now as the founder of joni, a plant-based period care product that supports women’s health and menstruators struggling with equitable access to period care in BC, the UVic alum has the opportunity to give back to his Greater Victoria community and beyond.
What does it really mean to belong to a community?
For me, community is not just an abstract concept; it’s how we survive, grow and care for one another. As humans, we evolved to be social animals, and community is the entire ecosystem that sustains us. Personally, it means everything to me.
Close-knit communities allow us to support one another in meaningful ways. As individuals, there are things we simply cannot achieve alone, but when you are part of a bigger picture, the impossible starts to feel possible because there is an ecosystem around you lifting you up.
One thing I think about often is how much modern life has shifted us toward digital interactions and screen-based relationships. In many ways, our local social fabric is weakening. True community forces us to look up from our screens and actively participate in the human ecosystem right in front of us. It reminds us that we belong to one another.
Who shaped your journey from India to UVic?
So many people shaped my journey. When I left home for the first time to pursue my bachelor’s degree, I struggled immensely. But what stayed constant was the unconditional support waiting for me back home. There was never shame, pressure, or disappointment. Every time I stumbled, I knew I could return to my community and they would nurture me, ground me and help me focus on what came next.
It felt like my entire community was taking a risk to make one dream possible. That experience completely shaped how I live and run a business today. It is very easy to turn a blind eye to other people’s struggles once you become successful. But because of my community upbringing, when I see someone with a dream, I feel deeply compelled to help turn it into reality, not out of a heavy sense of obligation, but because someone once did the exact same thing for me.
How do you think your work improves daily life for your local friends and neighbours?
A lot of my work is guided by one question: how can I be the kind of friend and community member that people were for me?
Through my work with joni and the broader community, I hope I’m helping create a future where people feel supported, seen and able to move forward with dignity, whether that’s through mentorship, building accessible systems, supporting local organizations or simply showing up for someone consistently.
How has the South Island’s environment shaped your approach to building sustainable and equitable period care?
Seeing how the Island preserves ancient rainforests, wildlife, waterways and public infrastructure simultaneously has instilled a deep sense of environmental stewardship in me. It made me think beyond short-term growth and focus more on sustainability, coexistence, and long-term responsibility.
It has influenced how I approach both life and business. My goal is not just to build something successful, but to leave the ecosystem — socially and environmentally — a little better than I found it.
What’s one moment when you realized your work was making a difference here in Victoria?
It takes an enormous amount of energy, effort, and persistence to address inequities in a meaningful and sustainable way, but seeing our work at joni streamline access to essential care and watching local organizations prosper because of it has been incredibly powerful.
I have been fortunate to receive many opportunities in life, but nothing has felt as deeply fulfilling as this work. Travelling internationally, meeting vendors, and witnessing different forms of poverty and inequality around the world has only expanded my perspective further. It constantly pushes me to think bigger and build systems that will continue helping people long after I am gone.
What contribution are you most proud of, even if it felt small at the time?
The creation and growth of joni. I strongly believe in structural, systemic change rather than short-term fixes. One-time donations absolutely matter, but they rarely break cycles on their own. That philosophy became foundational to how we built joni.
We never wanted to create a temporary solution. We didn’t want to create band-aid relief. We wanted to build a business model and a system that creates ongoing, compounding impact. By permanently removing specific barriers like product accessibility and period equity, we allow people to focus on their educations and futures without constant financial anxiety. Seeing that impact continue to expand year over year makes me incredibly proud.
Was there a moment when you felt truly seen or appreciated by Victoria?
I honestly feel it almost every day. This community has showered me with an incredible amount of love, trust, and compassion.
When we first started joni from our home, our landlord was genuinely excited about what we were building and offered us personal storage space for our inventory. When we were raising initial capital, former colleagues and mentors stepped up with financial support before we even had a fully established brand. They simply believed in me and the vision. As a brown immigrant founder building a business on Vancouver Island, those moments meant everything. People continuously stepped forward to advocate for me — even supporting my Permanent Residency journey so I could continue building my life and work here. If that is not community love, I do not know what is.
Victoria is full of people who simply want to do something meaningful with their lives and show up for others in real ways.
The University of Victoria is here for what matters. Explore how UVic is connecting with the Greater Victoria community.
