04/27/2025
An update ✨ Never did I think I would pause this brand when I launched it last year. I knew it would take time and effort to grow it organically, I thought I knew what levels of investment it would take (across financial levels and personal time), but I was wrong.
I cannot do it all, I have realized. I cannot have the full time job in tech, show up for my family, and a full time passion project. I cannot conjure up resources to compete with established brands scrambling to bid for attention, or churn out enough new styles to convince brands at the wholesale level to try us. I tried every trick, and the only things left to move the needle are time and funding, to which I have an empty cup.
Is part of this to blame on macroeconomics? The return to office mandate / commuting 2-3 hrs a day? To a couple investment risks taken in the first season? To the novelty of the product? There are to many factors to pin it on one thing, and at the end of the day it doesn’t matter. It pains me to not be able to release what I had been working on just two short months ago. We were even approached by a global fashion magazine for participation last week, and it was too late, unfortunately. The fact is, I am too deeply disappointed and almost ashamed of not being able to go forward. Over the past couple months, I’ve been trying to work towards acceptance.
I’ve been in love with design for closing in on 18 years. I tried to start a brand at the start of 2020, then decided to give it another go last year. I do not know what I will do next, but I hope that someone can take interest in the brand and move it forward - or at the very least, offer a last final sale so that as many of you as possible can enjoy these pieces before they go.
The shop online will be open until the third week in June 🤍 I have priced everything with minimal margins for brand new made to order pieces. All items are final sale. There will be a final sample sale at the end of June.
Thank you to everyone here who supported and cheered us on, my hope is you’re inspired to support sustainable small businesses and other female entrepreneurs, and that sometime in the future we can connect again.
🫶🏻 Ashley