We recently had the chance to connect with Edward Jonathas and have shared our conversation below.
Edward, so good to connect and we’re excited to share your story and insights with our audience. There’s a ton to learn from your story, but let’s start with a warm up before we get into the heart of the interview. Would YOU hire you? Why or why not?
Yes, I would hire myself. I’ve proven that I can take an idea and turn it into a real, operating business. I didn’t just create a concept; I opened stores, learned through execution, reinvested profits, and stayed committed through challenges. I understand the business end-to-end- operations, staffing, customer experience, real estate, and growth strategy-because I’ve lived it, not just studied it.
That said, I’m also self-aware. I know where I add the most value -vision, growth, partnerships, and brand -and where I’m better served by surrounding myself with people who are specialists. That’s exactly how I’ve approached building the business and why I’m pursuing strategic partners now.
So yes, I’d hire myself because I execute, I adapt, and I stay in the fight and those are the traits that turn small businesses into scalable ones.
Can you briefly introduce yourself and share what makes you or your brand unique?
I’m the founder of Birdie Frozen Yogurt, a modern frozen dessert brand built around community, quality, and repeatable growth. What makes Birdie unique is that it was built through real-world execution -opening stores, learning fast, and refining the model to scale. Today, I’m focused on expanding Birdie through strategic partnerships and thoughtfully designed locations that bring people together, not just sell treats.
Amazing, so let’s take a moment to go back in time. Who taught you the most about work?
My dad. I watched him get up every day, go to work, and never complain. He taught me that consistency and responsibility matter more than comfort -duty over feelings. As a first-generation Haitian American, seeing that work ethic firsthand shaped how I approach business and life.
Was there ever a time you almost gave up?
Yes, there were moments when it felt like nothing was going right. Opportunities I once had disappeared, and it felt like I was carrying everything on my own. In those moments, what kept me going was my faith in God and hope that perseverance would lead me forward.
Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. Is the public version of you the real you?
The public version of me is real, but it’s not the whole story. I’m human-not perfect, and I don’t have all the answers. As a business owner, people often assume you know everything, but the truth is I’m figuring things out as I go. What is real is that every day I make a conscious decision to learn, improve, and keep moving forward.
Before we go, we’d love to hear your thoughts on some longer-run, legacy type questions. What will you regret not doing?
I’d regret not giving it my all. Not fully using my God-given abilities to create opportunities and options. Most of all, I’d regret not exhausting every possible path toward my long-term goal of building and scaling a meaningful business.
