Who is Jo Feltman?
What began from a struggle, ended as a purpose.
BuchuVida was born not just from a vision, but from a journey of faith, healing, and purpose.
✨Jo’s Story: How Faith, Family, and a Little Plant Called Buchu Changed Everything
Sometimes the hardest seasons of our lives are the very ones that lead us to our purpose. For Jo Feltman, founder of BuchuVida, that truth became the foundation of a journey she never expected — one rooted in faith, family, and the healing power of nature.
For nearly 25 years, Jo worked as a postal employee. Life was steady until a series of medical challenges brought everything to a halt. After her second major back surgery, she faced constant pain, limited mobility, and the realization that she could no longer continue in the career she’d built her life around. The physical recovery was difficult — but the emotional weight was even heavier.
“I was in such a dark place,” Jo recalls. “I didn’t want to be here anymore. I didn’t understand why this was happening to me. So, I prayed and asked God to show me my purpose — why He still had me here.”
In that season of stillness, Jo made a bold decision. She went away, took a vow of silence, and spent time in deep prayer, seeking answers and peace. It was during that sacred time that she was given a vision — one that would become the seed of something far greater than she could have imagined: BuchuVida.
A Calling Takes Root
Led by faith, Jo returned home with a renewed sense of purpose. She went back to school, earning a degree in natural product formulation, a Yoga Faith certification, and even completing courses at RZIM and Harvard exploring Religion, Pain, and Suffering. She continued to grow her knowledge in helping others by becoming a Certified Wellness Coach.
Out of her pain came creation. Jo began developing natural products to help her own body heal. Her first breakthrough came with a natural aluminum-free deodorant she formulated after learning her previous product had caused the blackening and removal of lymph nodes under her arms. She later patented that deodorant — and went on to create a natural shampoo, facial toner, lip balm, and yoga mat spray.
During her research, Jo discovered the buchu plant, an aromatic herb from South Africa known for its anti-inflammatory and healing properties. She began drinking buchu as a tea, hoping it might ease her muscle spasms and pain. To her surprise and relief — it did.
“God led me to buchu not just to help myself, but to help others,” Jo says.
From Healing to Helping Others
With the help and encouragement of her husband Phil, her biggest supporter, and her mom, Yoosoon, who continues to help in the shop daily, Jo began sharing her creations with others. What started as handcrafted natural products soon expanded into teas, self-care goods, and a wellness community grounded in faith and compassion.
In 2021, BuchuVida was officially born — its name inspired by “Buchu” for the healing plant and “Vida,” meaning life. Together, they symbolize the beautiful gift of life and purpose that God restored to Jo through her journey.
Jo’s son Ryan also played an important role in the early days of the business — helping design the brand, and encouraging her to take a leap of faith by purchasing their brick-and-mortar store in downtown Grand Rapids, Ohio. Though Ryan has since moved on to bigger opportunities, his belief in his mom’s dream helped make BuchuVida a reality.
Growing Roots in Faith and Wellness
What began as one woman’s journey toward healing has grown into a wellness destination offering over 30 loose leaf teas, natural products, and wellness events designed to nurture the body, mind, and spirit.
Jo continues to create spaces for others to find the peace and renewal she once sought. Every year, she hosts the Rooted in Faith Retreat, a three-day, two-night experience where participants come together to rest, heal, and grow in their faith.
That mission expanded further when Jo met Dr. Nancy Sturtz, a like-minded professional who shared her passion for holistic wellness. Together, they launched the Rooted in Wellness Expo, bringing holistic experts under one roof to empower individuals on their path to better health.
A Mission that Keeps Growing
Today, BuchuVida stands as a living testament to faith in action — a place where nature, wellness, and purpose intertwine. Through every product, every tea, and every event, Jo continues to share her message of hope:
“No matter what pain or hardship you face, God can use it for something greater. BuchuVida is proof that healing is possible — body, mind, and soul.”
Let me introduce you to my amazing supportive family!
From left to right: Philip Feltman (husband), Yoosooon Griffin (Mom), Ryan Cannon (son)
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.