Launching a business on the front lines of a recession can seem like a risky endeavor. But Jim Bast, owner of Jake's Journey in West Glen Town Center is less of a gambler and more of a strategic businessman.

Bast, who opened the shop with his wife, Kaylene Bast, in October, has stocked his shop with organic and earth-friendly products such as T-shirts and other apparel, backpacks, mugs, and dog items at reasonable prices.

The store, a shop that carries the Life is Good product lines entirely, distinguishes its products with the Jake character - a stick figure printed on clothing - created by brothers Bert and John Jacobs of Boston, who founded the Life Is Good Company in 1994.

Jake's Journey and other shops around the country with different names sell some of the Life is Good product lines, which have grown to include an organic line called Good Karma. Bast shares some of the highlights of this popular product line along with the value and good deeds behind those trendy items.




What was the allure of the Life is Good brand that motivated you to open the shop?

Our family saw a few of these stores in Florida while on vacation. We've worn the products for about seven years now. I believe in the product, what it represents and what the Life is Good Company represents. These are high-quality products at a low price. The shirts are really durable. I know people who have had the T-shirts for 10 years and are still wearing them. But the philosophy behind the brand is to spread optimism, to give good vibes and have a good time. On the national level, Life is Good has a strong history of giving back to kids with their involvement in kids' foundations.

Tell us more about the products. How much variety do you carry?

We're placing orders weekly to accommodate different products from the catalog and various sizes. The clothing lines are made for casual comfort. From shirts and hoodies to socks, athletic wear, pants and shorts; there's a wide variety of comfortable clothing for teens and adults.

We also carry a lot of fun items like BPA-free water bottles, hats and gift items such as coffee mugs and items for pet lovers. Shoppers will also find great ideas for the ladies in their life - bracelets, earrings, tote bags will appeal to ladies of all ages with prices that range from $15 to $30.

How are you addressing this economy in your shop?

The economy has hit a lot of people. Those people are still shopping, but they are looking for value with items of good quality at an affordable price point. That's what we've done here.

You mentioned that the brand overall gives back to kids, will you continue that within this community?

I've already started. We're leaning toward making Orchard Place a mainstay in our charitable involvement and recently participated in the organization's silent auction by donating toward that cause. They do a lot of good work with kids.

What made you choose the West Glen Shopping Center as a location for Jake's Journey?

Life is Good did some research, and we determined that the position and growth potential of this area made it a good location for us down the road.

Jake's Journey spreads "Life is Good" optimism

Jim Bast had been in the food industry for more than 25 years when he decided he was ready for something different.

So in September 2007, Bast decided to switch career paths, leaving behind his tenure at Urbandale-based Nellis Management Co., and started to put together a business plan that would eventually lead him to the title of business owner.

"I just wanted a change of pace, and I was ready to learn something new," Bast said. With more than a year of planning and a month of construction, Bast has opened the doors of his retail store, Jake's Journey, in West Glen Town Center, which features the "Life is Good" product line.

"('Life is Good') is spreading optimism," Bast said. "And that is what 'Life is Good' product is all about, is spreading optimism. It isn't trendy; it will always be there."

Bast said he and his family were on vacation and visited a store that carried "Life is Good" products and fell in love with them immediately.

"The product is comfortable, and it has a statement to it, for any journey that may be your own," he said. "All the shirts have a story to the idea of spreading optimism, and the product itself is very durable and well-made."

Jake's Journey contains several aspects of the "Life is Good" product line, such as men's, women's and children's clothing, including seasonal items such as boots, scarves and mittens. Bast said he will also have a catalog that shoppers can order from, which will help him gauge what customers are looking for.

Bast also hopes to make his new business a family venture and said his 15-year-old daughter works at the register and his wife helps with merchandising. However, Bast said that so far, his youngest son has proven to be the best worker.

"My youngest one (age 9) is in charge of the Rocket Shop."

The Rocket Shop is an area of the store that contains products featuring one of the main characters of the brand, Jake's dog, Rocket. Jake is a gender-neutral stick figure and is the main character of the brand and served as inspiration for the name of the store, Bast said. "Jake's Journey was based around a lot of things going on in here," he said, claiming "it was like it was meant to be. This to me is my journey."