Hi again!

Today's post is a little more honest than a cake recipe (don't worry, there will be more of those 😉).

Being a business owner is crazy. Nobody hands you a manual. You learn as you go, one surprise at a time. Some months you feel unstoppable, and some months you wonder what you did wrong. Today I want to share a bit of both with you.

From our best months to a slow September

Since the beginning of the year, we've had our best months ever. We were hitting every goal I set, and I'll be honest, it felt amazing. I was so proud of how far this brand has come.

Then September arrived, and it was disappointing. Things slowed down, and I didn't see it coming.

That's the part nobody tells you about: the dry season. It happens to every small business, and it doesn't mean you're doing something wrong. It's just part of the ride. The real lesson is learning how to deal with the unexpected, without panicking and without giving up.

Learning when to launch

Another thing I'm still learning: timing. When to plan a new launch, how much time to give it, and what to do when things don't go as planned.

We had a launch planned for October. But when the samples arrived, they just weren't what I expected. And I'll never put something out into the world that doesn't feel right for your little ones. So we made the hard call to postpone it.

Was it frustrating? Absolutely. But I'd rather wait a little longer and get it right than rush and settle.

Patience, perseverance, and something new

If this year has taught me anything, it's that patience and perseverance are everything. The good months will come back. The right samples will come. And I know it will all work out.

And here's the exciting part: very, very soon we'll have a new launch, and I cannot wait to share it with you. 🥛✨

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Thank you for being part of this journey, the highs and the slow seasons. Having you here, cheering on a small, mom-run brand, means more than you know. 💛

With love,

Roberta

Founder, The Milk Crew