Pivot....aside from being my favorite "Friends" reference, pivot is a word we've heard & used a lot over the last 2 years. Of course, it's common to have to make adjustments in life, you can plan & plan and still things may go completely different than expected. This is especially true in business, and especially especially true since 2020. 

Not a lot of people know this, but in February of 2020, the wholesale side of our business was exploding. In about 6 months we went from being in a handful of stores/boutiques to over 100 around the US. We could barely keep up with demand. Jill was pretty much sewing around the clock in addition to 2 other part-time seamstresses helping her out. Our wholesale sales were outpacing our retail sales (Etsy & this website) about 10 to 1 - we quickly realized we needed to pivot, to adjust our business model to better serve & accommodate the demand of the small business owners buying our products to stock their shelves. 

Right when we were about to pull the trigger on focusing solely on wholesale orders, March 2020 came, and you all know the story from there... covid hit & the world shut down. Not surprisingly, our wholesale sales dropped to zero overnight. 

After the initial shock wore off & we settled into our new normal, we found ourselves pivoting again, and in a much different direction than we expected. With people around the world staying at home & shopping online, the retail side of our business saw a sharp uptick in sales. We poured all of our extra resources into our website & improving our customer's online shopping experience. We expanded into a hybrid office/manufacturing/retail space and worked our tails off to keep that momentum going. 

As the small boutique shops and stores that stock our products have reopened and began to bounce back over the last year, so have our sales to these shops. And so we've found ourselves at a fork in the road, ready to pivot yet again...

Being the small team that we are, we realized we cannot properly serve our retail AND wholesale customers without losing a bit of the quality, care, and attention we strive to give each and every customer. With that in mind, we have made the difficult decision to close the retail portion of our business and focus strictly on serving our wholesale customers and stocking the shelves of the small businesses we all love so much. 

We have enjoyed serving you, our retail customers, so much over the past 7 years. You've helped us grow into the business we are today, and for that we will be forever grateful.

We will be hosting a few open houses over the next couple months for our local friends to come shop & stock up on all your favorite things. Our first open house will be June 23 - 24 from 10 - 6. Mark your calendars, we would love the opportunity to thank you in person & say goodbye! 

**If you would still like access to our products, mention us to your favorite boutique, we would love to stock their shelves! 

Many thanks again for all your support and love, it has truly been an honor serving you. 

June 03, 2022 — Sarah Storm

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