James L. shared their story and experiences with us recently and you can find our conversation below.
Good morning James , we’re so happy to have you here with us and we’d love to explore your story and how you think about life and legacy and so much more. So let’s start with a question we often ask: What’s the most surprising thing you’ve learned about your customers?
One of the most surprising things I’ve learned about my customers is how deeply they connect to the story behind what I create. People don’t just buy my seasonings, sauces, or meals because they taste good, they buy them because they can feel the intention, the struggle, and the purpose behind them. I learned that customers are paying attention to my health journey, my mental wellness work, and the mission behind Swagg Kitchen. They’re not just supporting a product, they’re supporting a person who’s trying to make healthier eating, community building, and self-care feel possible for everyday people. Seeing how my story inspires them to take small steps toward their own health or confidence, that’s been the most surprising and rewarding part.
Can you briefly introduce yourself and share what makes you or your brand unique?
My name is James L, and I am the creator behind Swagg Kitchen, Flavor Flex Seasonings, and the Swagg’s Green Ribbon Project. Each of these was built from my own experience with health challenges and my commitment to creating something that truly serves people.
Swagg Kitchen started as a way for me to share bold, flavorful meals that support better health. That passion led to Flavor Flex Seasonings, a line of low-sodium and no-salt blends that allow people to enjoy great flavor while taking care of their bodies. I created these blends because I wanted to show that healthy food can still taste incredible when you use real ingredients and real creativity.
I also launched the Swagg’s Green Ribbon Project, which helps children living with mental illness learn to cope through cooking. It gives them a safe place to express themselves, build confidence, and discover new skills in a positive environment. Cooking becomes a form of therapy and a way to create something they can be proud of.
What makes my work unique is that everything I do is rooted in purpose. My businesses all come from my personal journey toward better health, better habits, and better mental balance. I use food, flavor, and creativity as tools to help people feel supported and empowered. That is what drives me every day.
Appreciate your sharing that. Let’s talk about your life, growing up and some of topics and learnings around that. What part of you has served its purpose and must now be released?
The part of me that has served its purpose and needs to be released is the version of myself that felt like I had to carry everything alone. For a long time I believed I had to be the strongest one, the quiet one, the one who pushed through pain without asking for help. That mindset helped me survive difficult seasons, but it also kept me from growing. It kept me guarded, tired, and disconnected from people who genuinely wanted to support me.
I am learning to let go of that old mentality. I do not need to operate from survival anymore. I can speak up when I need help, I can slow down when my body or mind needs rest, and I can let my community stand with me instead of always standing by myself.
Releasing that old version of me is how I make room for the person I am becoming, someone who leads with honesty, balance, and openness. This new chapter is about embracing support instead of resisting it, and choosing growth instead of carrying unnecessary weight.
If you could say one kind thing to your younger self, what would it be?
If I could say one kind thing to my younger self, I would tell him that he is worthy of love, patience, and understanding even on the days he feels lost. I would remind him that the pain he is carrying is not a sign of weakness, it is simply a part of his story that will one day become his strength. I would tell him to trust his heart, trust his talent, and trust that he will grow into someone who not only survives, but inspires others. Most of all, I would tell him that he deserves to take up space in this world and that his future is bigger than anything he could imagine right now.
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 is not the whole story. What people see is the part of me that leads, creates, and pushes forward because I want to make a difference. That version is honest and true, but it is only one layer.
The real me also includes the quiet moments, the doubts, the healing, and the parts I protect because they are still growing. I think everyone has a public side and a private side, and both can be genuine. The public version of me shows my purpose. The private version shows my process.
Together, they make me who I am. I never pretend to be someone I am not, I simply choose what parts of me belong to the world and what parts are still for me.
Okay, so before we go, let’s tackle one more area. What is the story you hope people tell about you when you’re gone?
I hope people say that I was someone who used what I had to make life better for others. I want my story to be about impact, not perfection. I hope people remember that I showed up for my community, that I created things with intention, and that I turned my own struggles into something that helped others heal, grow, or feel seen.
If people can say that I made them believe in themselves a little more, that I encouraged them to take a step forward, or that I brought flavor, joy, and hope into their lives, then that is the legacy I want. I want to be remembered as someone who cared for people, even when no one was watching, and as someone who left behind more love, more inspiration, and more opportunity than he started with.
Contact Info:
- Website: https://iameminence.com
- Instagram: https://www.instagram.com/swaggkitchen_
- Youtube: https://youtube.com/@swaggkitchen_
- Other: https://www.tiktok.com/@swaggkitch_
