Stories
September 13, 2022
Four years ago, Nadine Joseph, a neuroscientist research fellow at the University of California, San Francisco, was studying how stress affects learning and memory. Working 12-hour days and dealing with long commute times on far too little sleep started to wear on her. Ironically, Nadine’s research became personal: Her work on stress led to a lot of it in her own life.
“I felt constantly tired and anxious," Nadine said. She developed adrenal fatigue, a condition caused by prolonged exposure to stress. It depletes the adrenal glands, rendering them unable to produce cortisol, one of the body’s primary stress-balancing hormones. The condition can result in low energy, issues with falling asleep and brain fog.
To find relief, Nadine turned to holistic medicine. For Nadine, who learned about the benefits of natural remedies and herbal teas from her mother, this came instinctively.
As she began researching alternative methods for stress reduction, Nadine uncovered adaptogens— a unique group of herbs and mushrooms which have been shown to assist the body in developing resilience in response to stress. After mixing adaptogens into her beverages daily, Nadine found that her stress levels—as well as her adrenal fatigue and eczema—started to improve. With a passion to spread the wellness blends she discovered with others, Nadine founded Peak and Valley— a wellness company that makes adaptogen supplements to help improve sleep, cognitive function, stress management and skin health.
As her company grew and expanded, Nadine realized she needed guidance on how to keep up with production demands and manage the company’s finances.
“My educational background is in neuroscience, not in business, ecommerce or sales,” she said. “I definitely needed advice in some areas, especially finance.”
In 2020, she applied to the JPMorganChase Advancing Black Pathways New Voices Banking Bootcamp, a business banking and financial education program designed to help women-of-color entrepreneurs establish strong business banking relationships and expand their access to capital. Through the program, Nadine attended workshops centered on mastering business finances, understanding banking and capital models, risk analysis, banking relationships and securing capital to grow and scale. When she completed the three-week initiative, she and her fellow participants were awarded $10,000 to secure capital for sustaining and growing their businesses.
In the program, Nadine learned the value of social advertising—a tool that, she realized, was key to putting her products in front of potential customers. She used the money to fund advertising on Facebook to discover her target audiences, drive sales and build her brand around her findings.
Through her social advertising findings, Nadine discovered that her overall messaging contained wording that was too technical for consumers, leading her to revamp her messaging to more clearly communicate the benefits of Peak and Valley products to her target audience.
Today, Nadine continues to promote mental wellness through her products. “I hope these products lift and empower not only the Black community, but all communities struggling with the demands of modern life,” she said.
Please note: This article may contain general information about medical conditions and treatments. The information is not advice, and should not be treated as such. JPMorganChase is not responsible for views expressed other than our own.
Spotlight Stories: Celebrating the stories of inclusivity, passion, and resilience of those who rise to the challenge and inspire us every day. See how a veteran family opened the door to financial security with a mortgage-free house.
JPMorganChase is not responsible for views expressed other than our own. This spotlight story may contain general information about medical tests and treatments. The information is not advice, and should not be treated as such. JPMorganChase is not responsible for views expressed other than our own. This spotlight story is for informational purposes only. The content is not intended to be a substitute for professional advice, diagnosis, or treatment. Always seek the advice of your mental health professional or other qualified health provider with any questions you may have regarding your condition. JPMorganChase is not responsible for views expressed other than our own.
