The mission of Fresh Juice’s Diamond project is to envision and cultivate a new Omaha that may not be part of the “Master Plan”. A spontaneous, organic, grassroots renaissance that is made up of small locally owned businesses created by the community of amazing individuals found here in Omaha-land.

There are two things we have an abundance of here – empty space and talented people. We think we should be bringing them together. It’s kind of our version of “40 acres and a mule.”

Each day this past June, Fresh Juice took an empty storefront in the Omaha area and gave it a spruce. We called it the “Diamonds in the Rough” project. We filled each shop with a fictional business, gave it a logo and a vibe and sent it off into the internets. Our hope is that the project will inspire others to see all the potential we have surrounding us, and possibly even encourage some to throw their own passion and elbow grease into that small business idea that’s been turning around in their heads for way too long.