Pressed but not crushed: Concord community rallies around family-owned juice cafe
For Charlotte-area entrepreneurs Eugene and Ayanna Williams, and their six children, the last year has been a whirlwind of new beginnings and life-altering challenges.
In October 2024, the Williamses launched a new family business, NuJu Juice Cafe in Concord, a dedicated storefront to sell their line of raw organic cold-pressed juices, smoothies and other health foods. Ayanna is a 17-year veteran of nursing, and Eugene’s a detox-certified health coach.
Inspired by their own dramatic weight loss and lifestyle transformations, the family had been selling their products at local farmers markets and shipping them frozen around the country for several years. The new shop was an unexpected and exciting new opportunity.
But just a few months after opening, the Williams family experienced two devastating events.
First, Eugene’s father, a pillar of his South Carolina community, was killed in a tragic shooting. Then only weeks later, Eugene was badly injured when his car was struck head-on by another vehicle that crossed the median on a two-lane highway.
Through it all, they have been supported by the community in ways they had never imagined.
“When I say it’s so many people involved in this story, it’s so many,” Ayanna Williams said. “People praying for us that we don’t even know, sending gifts, you know, and just being a blessing.”
To mark the incredible support the family has received and the one-year anniversary of their family-owned and operated shop, NuJu Juice Cafe is planning a community celebration Saturday, Nov. 1, with giveaways including free smoothies for a month for the first 25 people in line.
A life-changing accident
Early on the morning of March 15, Eugene was on his way to work, when he saw an approaching car swerve and its headlights go off the road.
Eugene recalls in detail what happened next: He came to a full stop about 15 yards away, and then watched in shock as the car barreled through the air toward him.
“I was just … stunned, like looking at a movie.” Eugene Williams said. “The car went up in the air and was flipping, and before I knew it, I felt this large impact.”
After the accident, Eugene was unable to move or feel anything from the neck down. A doctor told Ayanna that permanent paralysis was likely.
“But by the grace of God, after major surgery, I started getting sensation back little by little,” Eugene Williams recently told CharlotteFive. “And now I’m able to pretty much move all my limbs, pretty much my whole body now.”
Since the accident, Eugene has been on a journey of recovery with intensive physical therapy, and the community has stepped in to help in many different ways.
“The doors definitely should have, could have been closed … if it wasn’t for the community, especially our children,” Ayanna Williams said.
“They know how to run the business, you know — like literally run the business. But of course … some of them are minors, so they definitely needed adults to be in there with them.”
Five of the Williams’ six kids still live at home. (Their oldest son, 22, lives in Greenville, SC.) Those at home are ages 8, 11, 14, 17 and 21, and they all help out at the store with tasks ranging from juicing and labeling to cleaning up and restocking shelves with bottles.
They balance those responsibilities alongside their homeschool curriculum. There’s a break room at the back of the shop where the children often complete their schoolwork.
For the Williams, faith is at the heart of everything they do, and they consider their church community at Living Church Ministries on East W.T. Harris Blvd. to be like family. On Eugene’s second day in the ICU, Ayanna and Eugene recall their pastor and his wife visiting and asking them what they were going to do about the shop.
“We looked at each other like we weren’t even thinking about the cafe,” Eugene Williams said.
Their pastor’s wife told them not to worry, they would take care of it. And she set to work immediately creating a schedule for folks to come in and help out at the cafe.
How the community helped
What began with the church community quickly spread to include more family and friends. She managed the weekly schedule, on top of her own busy travel schedule and obligations, Eugene and Ayanna Williams said, and made sure it was filled every day for six months.
About 20 people took on shifts directly at the cafe, the couple said, but the number of community members who helped in other ways far exceeds 100.
Some volunteered to assist with lawn care and maintenance at the Williams’ home. Others helped with painting, straightening up around the house, sending cards of encouragement and more.
Before the accident, Ayanna had been spearheading operations at the cafe, and Eugene had been busy working another job to further support the family. Thanks to the community’s help, Ayanna was able to focus all her attention on Eugene and his recovery.
“And that has a lot to do with my healing, as well,” Eugene Williams said. “Having my wife here every step of the way, you know, anytime I get mentally kind of … down, she’s in here to help keep me up, keep me pushing, moving forward.”
“It seemed like God was already preparing us years ago…” he added, “with our diet and our lifestyle and the things we know about that … [and] believing that I’m still here for a purpose … Every day is not all sunshine, but we just keep pressing forward.”
Now, a celebration
The community is invited to stop by NuJu Juice Cafe’s “Still Standing” celebration on Saturday, Nov. 1 from noon - 4 p.m. In addition to giveaways every hour, the shop will be introducing a new hot menu of freshly made soups for fall and winter, and presenting a new apparel line featuring the motto, “Pressed But Not Crushed.”
A short documentary film “Still Standing: The NuJu Story” will also premiere at the event. The first 25 guests in line will receive a month of free smoothies.
The Williams consider their business to be a ministry and their purpose to be helping people, “especially those whose health has been compromised or those who just want to learn: how can I start eating healthier or being healthier?” Ayanna Williams said.
“We’ve seen some powerful things happen over the years. And we believe that there’s always hope.
“And that’s why when we got that diagnosis, when that doctor sat across the table from me with tears in my eyes, even though he said that this is what it’s going to be, I looked at him in his face and in my heart, I said, ‘You know what? You’re going to see. You’re going to see.’
“And you know, that’s what God has been doing. Our faith is very strong. Believe that there’s always hope. There’s always hope.”
NuJu Juice Cafe
Location: 850 Union St. S., Concord, NC 28025
Cuisine: Juice, smoothies, bowls
