South County Club Offers Entertaiment with a Twist

Susan Bosler and her husband John Hertel are hoping to start a trend. Since opening their cocktail lounge,  in 2009, it has been their mission to change the vernacular of people who are in search of an upscale, low pressure entertainment.

“Let’s go joujin’ tonight,” is a phrase they have been hoping would catch on, at least among the South County crowd.

“When we were brainstorming about this place, we came up with the name, Joujin’. It’s a spin-off of my nickname, Jouge,” Bosler said. “We even made up a dictionary description.”

According to Bosler, joujin’ is a term that describes “a state of being; involving pleasure.” It can also be a verb meaning, “relaxing, unwinding or celebrating.”

Bosler and Hertel met in 1981, while working for the same company.  In September of 1991, the couple married. But six years later, Bosler, who had made a career in customer service and inside sales, was being laid-off.

“I let them know that if anybody needed to stay, I was ready go,” she said. “And, I didn’t want to go back working for another large corporation.”

So, in search of something new, Bosler began brainstorming. The idea to open a bar was based solely on her and her husband’s desire for entertainment that didn’t leave them feeling flat.

“Whenever we would go out, we really couldn’t find a place. We’d go someplace and come home and say, ‘We didn’t really have a good time.’ The kids’ bars are not exactly our style.”

The idea was to provide a place for the local crowd who falls somewhere between meat market immaturity and senior citizen early bird special.

“My husband and I talked about it and talked about it. I did an extensive business plan,” Bosler said. “You know, we just had to come to a decision. Are we gonna do this thing or not?”

They opted for doing it and in April of 2009, the Joujin’ movement began.

Just as they intended, Joujin’ is a place where people can go to relax and be entertained. The line-up is extensive. There is a regular schedule of karaoke and live music, but in a fashion that is more suited to the speed of the clientele.

“Bands are from 8 until midnight, rather than 9 until 1,” Bosler said.

They serve appetizers. And have recently added a local favorite, Cusanelli’s pizza, to their menu.

The atmosphere is just as open and spacious as it is warm and friendly.

“I have customers; several, women, in particular, who have said, ‘I feel so comfortable coming in here by myself. They know on a busy night, they can sit at my table with me,” she said.

Bosler and Hertel have stumbled upon an undiscovered demographic; the adult version of tween market. But despite their best efforts, the future of Joujin’ is uncertain due to a shaky economy and an unclear identity. 

“A lot of people come in here and think it’s a wine store or a liquor store, not realizing it’s a bar,” Bosler said.

As a result, she and her husband have come to a difficult conclusion. They are actively looking for investors to help keep their notion alive.

“I just don’t want to wait until it’s so late that I’m closing the doors,” Bosler said. “That’s my fear.”

Still, she remains hopeful. Even in the face of the unknown, Bosler has no regrets. She said she still believes in Joujin’s “eventual and total success.” 

For now, she and Hertel will just keep joujin' along.

“Even if it doesn’t succeed ultimately... I would have hated to have not known,” she said.

Joujin' Spirits with Style is located at 7321 S. Lindbergh Boulevard across from the South County Mall. For more information about menu, drink specials and entertainment line-up, visit their website.