From Dream to Grit: Reflections on a Small Business Journey

From Dream to Grit

After nearly two years with a physical store, I'm closing my retail space and moving online. In this honest reflection, I share what running a small business in New Zealand taught me — from mental strength and stress tolerance to fearlessness and the power of community.

As I wrap up this chapter of running a retail store in Aotearoa, I’ve been reflecting on what these past years have taught me — the wins, the mess, the growth, the people, the tears (many), and the strength it took to keep going.

We opened the doors to our physical shop in November 2023 with a big heart and a big dream. And now, in June 2025, we're closing those doors and moving operations online. It’s bittersweet, but if I’m honest, I walk away with no regrets — only gratitude and lessons I’ll carry with me forever.

Mental Strength: A Different Kind of Power
Running a small business takes a kind of strength I didn’t know I had. It’s not just physical hustle or long hours — it’s emotional, mental, spiritual even. Some days it felt like climbing a mountain barefoot. But over time, I realised I wasn’t breaking — I was building. Stronger. Wiser. Clearer.

Confidence Through Connection
One of the biggest gifts was learning how to speak to anyone — from all walks of life. It was humbling and heartwarming to see how genuinely kind and supportive people are. Many would walk through the shop and leave a little piece of their story behind. Some became regulars, others became friends. That kind of connection is rare and something I’ll always treasure.

Stress Tolerance (and Tea)
Let’s be real — it was incredibly stressful. There were moments I felt like I was running on fumes. But I also learnt how to manage that stress. I found tools that helped, from deep breathing to long walks, cups of tea, running, books and knowing when to ask for help. You build a kind of muscle for stress. It doesn’t get easier, but you get better at carrying it.

Fearless (Because I Faced My Worst-Case Scenario)
I can honestly say I’ve lived through the “worst-case scenario” — and came out the other side. That’s the wild thing about fear. Once it happens, you realise: okay, I survived. That alone has made me braver than I ever thought I could be. I’m no longer afraid of failure — because I’ve seen how much it teaches you.

Trusting Myself
People always have opinions. Some well-meaning, some not so much. But the biggest lesson? Back yourself. Listen to your gut. I’ve learnt to honour my voice, even when it shakes, and that’s been one of the most empowering things of all.

No Regrets
I don’t regret opening the store — not even for a second. It’s shaped me into the woman I always hoped to become. Strong. Courageous. Grounded. I’ve learnt to let go of perfection and embrace growth. This experience gave me more than a business — it gave me myself.

A New Chapter
We’re moving operations online, and while it’s a shift, it’s not the end. Just a new way of doing things. A slower, more intentional pace that allows for creativity, balance, and breathing room.

To everyone who supported this journey — thank you. Whether you popped in for a chat, shared a story, bought a gift, or just sent love from afar — I’m so deeply grateful. You kept me going.

Business is not for the faint-hearted, but it has built a fire in me that no one can put out.

Here’s to what’s next.
Esther x