Mistake, but how bad

[pgec311]

$10+1 tourney last night. Still first level of blinds, and I did something very uncharacteristic. I am in middle position with JJ, utg+1 goes all-in (1/2 my stack). I see this as either a total bluff or somebody who has to leave, since he will only be getting the $30 in blinds. So I call, everyone around the table folds to the SB who also calls. Flop comes 2 [img]/images/graemlins/diamond.gif[/img],10 [img]/images/graemlins/club.gif[/img],5 [img]/images/graemlins/diamond.gif[/img], i bet the rest of my stack, SB calls, Turn is 9 [img]/images/graemlins/diamond.gif[/img], River is 7 [img]/images/graemlins/diamond.gif[/img]. utg+1 turns over 9 [img]/images/graemlins/club.gif[/img], 5 [img]/images/graemlins/spade.gif[/img], two pairs SB turns over A [img]/images/graemlins/diamond.gif[/img],10 [img]/images/graemlins/heart.gif[/img],A hi flush, and I have the J hi flush, to lose the pot. I don't usually put my money at risk this early, but knew this was a bluff, and didn't expect the second caller. Was this a bad play or bad luck?

PC