Our Entrepreneur Journey Part 7: The Rise and Fall of 2020

If you’ve missed the journey so far, read the previous part here!

2020 is a year none of us will ever forget. We all know what it brought, but as entrepreneurs with a young family and a thriving business, it was not at all what we expected. What began as a promising, exciting year quickly became one of the most challenging seasons of our lives.

At the time, we had four young kids and a business that was doing well. In the early months, everything felt steady and full of momentum. Then March arrived, and the world shifted. Lockdowns began, uncertainty spread, and like everyone else, we were forced to adapt almost overnight.

Interestingly, the beginning of the pandemic brought a surge in business. With people staying home and still receiving income through stimulus packages or paid leave, spending didn’t immediately stop. In fact, we saw increased sales through March, April, and even May. While that growth was a blessing, life at home became incredibly chaotic.

In April, my husband had to undergo an emergency appendectomy, leaving him unable to work for some time. Within that same week, we discovered that our toddler had tested positive for lead exposure. We learned there was lead paint on the exterior of our home, and it needed to be addressed immediately. With my husband recovering and unable to help physically, we leaned heavily on family to get through that moment.

At the same time, I was juggling everything else. I was caring for four kids, managing homeschooling, taking care of my husband, and trying to keep the business running during a global shutdown. Our usual support systems had disappeared. We were following lockdown rules, which meant no outside help beyond what was absolutely necessary. Even business operations became more complicated. Orders had to be packaged and transported back and forth to makers, adding extra steps and stress to an already overwhelming situation.

I remember feeling completely stretched thin. I felt like I was doing everything, because I was. There was no alternative at the time. It was simply a season of survival, and it was incredibly difficult.

As summer approached, things slowly began to ease. We were able to get out more, reconnect with people, and regain some sense of normalcy. The fear that had gripped so many of us started to loosen its hold. Still, that fear lingered in unexpected ways. I remember creating content for Instagram and worrying whether customers would be afraid to receive packages from us. Our family had gotten sick, and I chose not to share that publicly out of concern that it might impact the business. It was a strange and uncertain time, filled with questions no one had answers to.

Eventually, the financial landscape began to shift as well. Stimulus money tapered off, discretionary spending decreased, and many people were working from home with little reason to go out. Even small lifestyle changes had an impact on our business. Earrings, which had once been a staple product, became less practical with masks constantly getting in the way. Demand declined, and sales began to dip.

By the end of the year, our revenue was still enough to support our family, and for that we were grateful. But the business was never quite the same again. Something had shifted permanently.

Despite the challenges, there were meaningful moments that came out of that year. I hired our photographer, Ivy Allen Coe, who is still our photographer today and has become one of my closest friends. I also experimented briefly with expanding into clothing and running more of a boutique-style business. That venture didn’t last long, but it helped me realize where my true passion lies. Designing is what I love, and it is what I chose to continue focusing on.

Looking back, 2020 was a pivotal year in our entrepreneurial journey. It tested us in ways we never anticipated, forced us to adapt quickly, and reshaped our business in lasting ways. There were moments of growth and connection, alongside moments of stress and uncertainty. It was not the year we planned, but it became a defining one nonetheless.