Behind the Scents: December Edition

2024 IN REVIEW: THIS AGAIN?

As I look back on the 2023 recap I wrote last year, I looked upon the words I wrote exactly 365 days ago and I have been stuck at the beginning:

"Truth be told, this entire year has been a complete dog fight for me both personally and professionally. This year has been the hardest year of my life and it's been tough to ignore it. I've experienced a tremendous amount of loss, pain, and struggle in every direction and barely got any mental breaks from it all. "

In so many ways, 2024 looked at that and said, "hold my beer". As a person AND a brand, I would love to not be defined by the worst moments of my life, however, as I brand, I think it's important to note the road bumps so that when the road is smooth and clear, it'll feel SO much better. As I look towards 2025, I have excitement for what's planned to come. But I can't put the correct focus onto 2025 without mentioning the difficulties of 2024 and the triumphs that followed, especially because without that focus, my 2024 wins don't feel so triumphant. 

DIFFICULT 2024 HIGHLIGHTS

When I think about this year, these are the "UGH" moments that stick out in my brain:

Leading into 2024, Macy's  dropped us and *several* other small businesses with no head's up. "The brand is still performing well. We are just changing our business model. Sorry. It's just business." They simultaneously dropped their pending order commitments.

I had to downsize following the Macy's loss.

I lost my dad after a very tough battle with cancer. When I returned to the office, I was told that I didn't care about my business enough.

DEPRESSION with no support as a business owner.

Sales being terrible *immediately* following my dad's loss. I guess being honest turns some people off.

A typically great client paying us very very late, but I am glad they did. (but hey, please pay your vendors on time, ok?)

Dee-preh-shun.

Extreme sadness and frustration over current events.

SO, WAS THERE ANYTHING WORTH CELEBRATING IN 2024?  

Yes! After years of trying to work with them, Grove Collaborative decided to take a chance on my company and sales have been great! I love working with Grove because they have many of the same values that I have, not just as a brand, but also as a consumer, which gives me the permission I need to trust the other brands on the platform. This is important for Soap Distillery when it comes to new shoppers because if you don't trust the other brands on their site, why would you trust us? If you shop with Grove.com, please check us out there and leave a review. We could use a few more to stand out and it is *very hard* to get reviews on new platforms. 

I refreshed the candles! I've always wanted my candles to stand out a bit more on a shelf, but I also have to consider what they will look like in your home :) It's truly a design challenge. I sourced a few different jars that I absolutely loved as well, but they didn't work as well within the brand. So, I finally landed on a colorful label that wasn't too distracting that can both stand out on a shelf and look good within your home! And, if you're lucky, I may even release a new scent or two for these 😲

I kicked a *terrible* supplier to the curb and regained more control over our supply chain. This wasn't a glamorous or braggadocious type change, but rather a change that gave me some sanity and helped Soap Distillery continue to provide reliability over stock. On the backend, this helps keep things flowing for us so that our production processes stay nice and smooth. 

I've officially begun the process of becoming Leaping Bunny™ and Peta™ certified! The certification process is extensive which has been the detractor over these years, but it's something that I am finally putting focus on. While our products and ingredients are already cruelty free, these certifications make it easier for customers to understand our sustainable and ethical qualifications. 

LOOKING TOWARDS 2025

To be very honest, the last few years have been weird/awful/amazing/terrible/unpredictable for so many small businesses, and many of us have suffered season ending injuries. So, to be able to continue to exist is a successful triumph in itself. But, I'm not merely holding on to that as the sole driver on what's to come for 2025.

What I AM focusing on is to continuing to reduce our carbon footprint, improving communication around our values, and NOT using AI as a tool to put out MORE PRODUCTS THAN THE WORLD NEEDS. This has been a HUMONGOUS issue in the last few years. Overconsumption is ruining the planet, and underconsumption shutters doors prevents many from buying what they actually need. We can all thrive much better with balance, and the driving force behind all of my goals as a brand is to find this balance. This balance pushes us to create a few high quality products instead of a sh*t ton of garbage products, and, it helps your wallet because you aren't being convinced by me to buy more than you need. AI can be very helpful in many ways, but, in this way, it is only valuable to CEOs who care more about being millionaires than they do about Manufacturing Responsibly™.

Our lands will thank us :)

FINAL THOUGHTS