Who is Jo Feltman?
What began from a struggle, ended as a purpose.
✨ Jo’s Story
BuchuVida was born not just from a vision, but from a journey of faith, healing, and purpose.
After working 25 years for the U.S. Postal Service, Jo Feltman faced a turning point in her life when major back surgeries forced her to leave her career and reevaluate her path. Those challenging years tested her strength — physically, emotionally, and spiritually — but through it all, Jo held onto her faith in God’s plan.
During her recovery, she faced another health struggle when the lymph nodes under her arms began darkening and required removal. The cause was linked to aluminum-based deodorants, which led Jo to seek a healthier, natural alternative. Through prayer and guidance, she was led to the buchu plant — an aromatic herb from South Africa known for its anti-inflammatory, anti-microbial and anti-bacterial properties was exactly what she was looking for.
Jo learned to extract the oil from buchu leaves and began formulating her own natural deodorant — a product that changed her life and would later inspire the creation of BuchuVida.
Philip Feltman
With the encouragement and support of her husband Phil, her unwavering champion, Jo continued to create more natural wellness products that aligned with her belief that the body can heal best through nature and faith. Phil’s belief in her vision led to creating a brand and design - have you heard of Pit Juice Deodorant. (that was us). After she filed and received her patent the secret was out and the brand then became “BuchuVida. “
Ryan Cannon
In time, her son Ryan also joined in — helping with design, marketing, and production in the early days. His enthusiasm and faith in his mom’s mission encouraged her to take the next big step: purchasing the building in Grand Rapids, Ohio, which would become BuchuVida’s brick-and-mortar home. Though Ryan has since moved on to bigger and better things, his contribution helped shape the foundation of what BuchuVida is today.
YooSoon Griffin (Mom)
Jo’s mother, YooSoon, became a daily part of the journey as well — always by Jo’s side, bringing joy, warmth, and dedication to the shop and its visitors. Our regular customers also knows her as Mom. Together, this close-knit family has built more than a business; they’ve created a community grounded in love, faith, and wellness.
What began as a simple idea has blossomed into something much more — a destination for those seeking peace, health, and connection. Through tea parties, retreats, and expos, Jo now shares the lessons learned through her journey, helping others find their own healing path naturally.
At its heart, BuchuVida is more than a wellness brand — it’s a testimony of faith, perseverance, and the belief that with God’s guidance, even the hardest seasons can bloom into purpose.