We’re shining a light on the incredible tech talent right here in Victoria, B.C. Through our Community Spotlight series, we’ll be profiling some of the amazing organizations, innovators, and startups that are helping shape the future of technology on the island and beyond. From cutting-edge software to impactful social enterprises, stay tuned as we celebrate the people and ideas driving our local tech scene forward.
Today, we’re featuring Jayesh Vekariya, co-founder and CEO of Joni.
Joni co-founders Jayesh Vekariya and Linda Biggs. Photo: Joni
What inspired you to start this company?
I grew up in a small township in India where poverty was everywhere, so I understand what it means to go without. But when I came to Canada to pursue my MBA, I was shocked to learn that period poverty exists here too—1 in 3 under the age of 25 can’t afford period care. That just didn’t sit right with me.
The other part of my inspiration is deeply personal. My mother was an entrepreneur. When my father passed away, she started a textile business to support our family. But she didn’t stop there—she hired and empowered women in our village too. With Joni, I’m honouring the women who raised me. This company is about making sustainable period care that’s good for people, good for the planet, and good for our communities. That’s why we give back 5% of every purchase toward period equity across Canada.
How would you explain what your company does to someone outside your industry?
Joni makes safe, sustainable, and accessible period care—and we do it differently.
When we launched in 2020, there had been almost no innovation in this space for decades. So we introduced Canada’s first biodegradable bamboo pads, with no added toxins or fragrances. We also offer 100% cotton non-applicator tampons—no plastic, no nonsense.
We started online with affordable pricing and quickly expanded into retail. Today, you can find us in select Costco Canada locations, Whole Foods Canada, London Drugs, and Save-On-Foods.
But what really sets us apart is our B2B model. We created free-vend period care dispensers for companies and organizations that want to support menstruators—because people shouldn’t have to leave work or school just to find a pad or tampon. These aren’t your typical old-school machines. Ours are modern, tamper-resistant, and look great in any washroom. Plus, we offer a wholesale product plan that makes implementation easy and cost-effective.
What’s a real-world example that best showcases the value of what you’ve built?
Imagine being caught off guard by your period at work or school with no products in sight. It’s still happening every day. People leave meetings, skip class, go home early—it’s not good for their health, their confidence, or their opportunities.
Our dispensers change that. By offering free, high-quality period care right where it’s needed, organizations can reduce absenteeism and support inclusivity in a meaningful way. Honestly, we have toilet paper in every washroom—why not pads and tampons? It’s a basic need. The cost to provide it is minimal, and the impact is massive. It’s a simple decision with powerful results.
What’s been the toughest technical or strategic challenge so far—and how did you overcome it?
When you build something new, there’s no roadmap. That’s what we faced with the Model V—our IoT-enabled dispenser. We didn’t just want to solve the accessibility issue; we wanted to make things easier for facilities teams too.
So we designed a smart machine that’s electronic, secure, and tracks inventory. It’s had multiple iterations—each one taking feedback from our key customers to improve at each stage. We worked closely with local partners like YYJ Airport and Oak Bay Beach Hotel, who gave us real-world feedback. That helped us fine-tune both the machine and the Bluetooth-enabled dashboard that allows facility teams to monitor stock remotely. With Joni, they can save time, reduce waste, and don’t have to guess when it’s the right time to refill
This kind of innovation hasn’t existed in our industry before—and I’m proud we brought it to market.
How has being based in Victoria shaped your company’s culture, product, or business model?
Joni is deeply rooted in Victoria’s innovation ecosystem. We’ve tapped into incredible talent from UVic, RRU, and Camosun College. We’ve had early-stage investors step up, and we’ve benefited from amazing tech hubs and incubators. The collaboration and support here have shaped our product and helped accelerate our growth.
What would make Victoria an even stronger tech hub?
More investment, definitely. And more events that bring people together to showcase ideas and tech—like what we see in Vancouver with their startup and tech conferences. If we had more opportunities like that here, it would take things to the next level.