From Retirement Dreams to National Recognition: How AJ’s Market Became a Beloved Community Hub in Pensacola
Taking the Leap After Retirement
Alan Mandel and Judy Moldovan never really imagined their retirement years would lead to entrepreneurial triumph. After decades in unrelated businesses, this dynamic couple found themselves enjoying retirement in downtown Pensacola’s brand new Southtowne residential community. Living above potential retail spaces, they spotted a golden opportunity and genuine need.
“We turned to each other one day and went ‘All right now what are we supposed to do?'” recalls Alan. They recognized the chance to fill a gap while pursuing their vision: “In this world of large corporate chains owning everything, we wanted to keep the ‘Mom and Pop Shop’ alive.” A few months of contemplation later, they made their pivotal decision: “Let’s do this.”
Building the Foundation with Smart Strategy
Nearly five years later, AJ’s Market & Ice Cream at Southtowne has evolved into what Alan describes as their “little European bodega/Hallmark movie general store/ice cream parlor.” The secret to their success? Assembling the right team over time. “You’ve got to find the right group of people to work with because a lot of people don’t come through,” Judy explains.
Their preparation strategy proved crucial. Rather than expecting immediate profits, they established two years of savings before opening their doors. “When you start a small business, you want to make sure the business can support itself — not necessarily support you,” Alan advises. This financial cushion allowed them to make necessary improvements and weather the challenging early months.
Community Connections and Educational Resources
The couple’s commitment extends far beyond typical retail hours. Alan candidly admits, “Be willing to work 80 hours a week. You have to really love what you’re doing and dive in.” Their determination and search for student employees led them to the University of West Florida, which recommended they connect with the Small Business Development Center (SBDC).
“Finding the SBDC in your local area is helpful,” Alan emphasizes. The organization has provided invaluable guidance on financial planning, marketing strategies, and operational advice throughout their journey.
“The SBDC has been wonderful from the start,” Alan reiterates and encourages others to not be shy about reaching out. “They’re very helpful. You can always go to them for questions, and their support in the community has been great.”
This partnership exemplifies how educational institutions and support networks can help transform ambitious dreams into more sustainable enterprises.
Local Partnerships and Giving Back
AJ’s Market additionally demonstrates the power of community collaboration and trusted business relationships. The store features local brands including Big Jerk Soda, East Hill Honey, and De Luna Coffee; this creates a network of mutual support among Pensacola businesses. “You’re giving back and supporting Pensacola business,” Alan notes. “That’s how a town embraces you, and when you get embraced by a town, they want to give back.”
Their efforts also include meaningful charitable contributions. AJ’s contributes a percentage of monthly sales to local public schools through the Escambia County Public Schools Foundation. They’ve provided coupons for thousands of free ice cream scoops and hosted fundraisers supporting county students and teachers. The owners are often on-site at the shop, offering “a sense of charm, warmth, and belonging to customers who visit from near and far.”
This philosophy has attracted visitors from hotels worldwide, with travelers specifically seeking out their unique establishment based on recommendations from locals and fellow tourists.
National Recognition Follows Local Excellence
Judy and Alan’s community-focused approach recently earned extraordinary recognition through the Outstanding Independent Award from the C-Store Industry. (Read about the Convenience Store News honor covered by Local Pulse Pensacola.) AJ’s Market became one of only 20 independent convenience stores selected across the entire nation, celebrating “the tenacity and perseverance of independent operators” making significant impact despite smaller size and limited resources.
Nominations came from industry retailers, distributors, suppliers, and community partners who highlighted how the business stands out through exceptional customer service, innovation, and community contributions. The recognition prompted celebrations from both the City of Pensacola and Escambia County Commissioners, who issued proclamations honoring their achievements.
“We got a letter one day saying we’ve been selected as a winner of a national award,” Alan recalls of his amazement and pride. The accolade validates their vision of maintaining the authentic shop-small and -local experience in an increasingly corporate landscape.
A Unique Culinary Experience with Heart
What sets AJ’s apart is their curated variety combined with delightful design. Located on the street level of the Southtowne residential community, the shop features a welcoming aesthetic and fun vibe. It has an old-fashioned yet modern feel including bright colors, tidy displays, charming features, and bistro-style seating. Customers can enjoy downtown’s beautiful, beachy atmosphere and get what they need or treat their tastebuds.
“If we don’t have it, you don’t need it,” Alan jokes. Patrons can simultaneously purchase essential convenience items alongside traditional soda fountain-style ice cream, craft beer with thick turkey sandwiches, or wine with homemade reubens. Drawing from New York and Los Angeles backgrounds, they created an authentic mini-deli boasting substantial sandwiches and gourmet appetizers that have become customer favorites.
The establishment also serves as a full-service ice cream parlor, complete with a custom-branded cooler they ordered for when asked to cater a special event. Award-nominators praised AJ’s as “a true small-business community gem” and a “gathering spot for visitors, residents, and local business employees.”
Your Path to Small Business Success
Alan and Judy’s transformation from retirees to award-winning entrepreneurs demonstrates that passion and community focus can triumph over industry experience. Their story highlights the importance of thorough preparation, authentic relationships, and leveraging professional resources. “Success — due to an incredibly dedicated staff and a very supportive community,” Alan reflects on their five-year journey.
Ready to start your own entrepreneurial journey? Connect with the Florida SBDC at UWF for comprehensive support at no cost. The experienced team provides the same guidance that helped AJ’s Market achieve national recognition.
Visit AJ’s Market & Ice Cream at Southtowne in downtown Pensacola to experience their winning combination of convenience, cuisine, and community spirit. Plus, follow them on social media and check their website for catering opportunities and daily specials. Support local businesses that invest in our community, just like Alan and Judy have done with their remarkable success story.
(Courtesy Local Pulse Pensacola)
