Omg! We can hardly believe our small business turned 5 years this week. What a journey it’s been!

Celebrating our 5th birthday has made me reflect on just how far things have come. Five years of running small business taught me lessons I never expected. Courage, connection, patience, and learning to trust myself even when I had absolutely no idea what I was doing. It’s been an incredible journey filled with growth, moments of doubt and frustration, messy moments, mistakes, unexpected challenges, and quiet wins. 

In this post, I’m opening up about why I chose to stay faceless, what it’s really like to build a brand from behind the screen, the challenges I’ve faced along the way, and the lessons I’ve learned that I hope will help anyone walking a similar path.

Let’s take a walk down memory lane.

Let’s take a walk down memory lane, back to where it all began. Each stage, no matter how small or imperfect, has been a reminder of how far we’ve come and how much love and dedication has gone into building this little brand.

Our very first orders were packed and sent out from my tiny bedroom.

Our second “unit” was really just a small storage and workshop space. Not the most aesthetic setup, but it did the job! 

And this year, we finally took the leap and moved into our very own studio. It was a scary decision at the time, but honestly, it’s been the best one yet.

Our Planners have Passports too! 

Here’s a heartfelt shout-out to our amazing customers from all over the world who have supported us throughout these five years. Honestly, it still blows my mind that someone halfway across the globe chooses to support our small business. It’s these small, special moments that keep me going, even on the toughest days. I love keeping track every time someone from a new country placed an order, little reminders like this make all the hard work feel truly worthwhile.

Why I Chose to Stay Faceless & What 5 Years Behind the Scenes Taught Me

I’ve always been the anxious, introverted type, definitely not someone who enjoys being in front of the camera. That’s really the only reason why I chose to stay behind the scenes. I’m an entrepreneur and a graphic designer at heart, not an influencer. I find so much peace in the quiet side of creation — designing, curating, and bringing ideas to life. There’s something beautiful and freeing about letting the work speak for itself.

Challenges, Growth & Honest Moments

Connection Without a Face or staying behind the scene 

Running a faceless brand is not easy. Especially now, when it feels like every business online revolves around showing your face or sharing your lifestyle. Staying behind the scenes means you have to work twice as hard to connect. Trust has to be built purely through your products, your quality, your packaging, your words, your tone, and the feeling your brand conveys.

Over time, I realised something important: your work truly speaks louder than your face. When you pour your heart into what you create, people can feel it. They might not see your face, but they notice the love, care, and effort you pour into designing your products. That is connection at its purest. I am so grateful that over the years, there have been people who support and accept our brand exactly as it is.

Chaos, Fear and Late Nights

Running a small business isn’t always the pretty picture we see online. It’s messy, emotional, and full of lessons learned the hard way. There were anxious moments during slow patches, mistakes that kept me up late at night, and times I doubted myself more than I can count. But those moments, the uncertainty, the frustration, and the exhaustion, shaped me and our brand more than anything else.

What 5 Years of Running Small Business Taught Me

1. Confidence isn’t always loud, sometime it is quietly showing up!

I’ve learned that confidence doesn’t have to be bold. Sometimes, it’s quietly showing up again and again, even when you feel uncertain. It’s giving your best effort while still learning and being okay with not having everything figured out.

2. Listening to Customers Is Everything

Your customers are truly your greatest teachers. Every review, message, or suggestion has helped us grow and shaped the way we create. Listening closely to feedback has inspired so many of our products and reminded me that running a business is always a collaboration between designer and customer. In fact, some of our best-selling products exist today because of ideas and requests from our wonderful customers.

3. Focus on Giving, Not Getting

A turning point for me was when I stopped asking, “What can I get today?” and started asking, “How can I give more?” That mindset changed everything from how I approached product design to how I interacted with customers.

I often find myself thinking about one question: How can I design a product that truly helps someone or makes their day a little easier?

Design, to me, is not just about aesthetics or trends, it’s about purpose. It’s about understanding how people live, what challenges they face, and how a thoughtful product can make their everyday routine better and more joyful.

I also think deeply about the mindful approach behind each creation. What materials should I choose? How can this product be more sustainable, practical, and emotionally satisfying to use? Every design decision carries intention, because good product should serve, not just impress.

But it’s not only about creating products. I also think deeply about how I can serve our community? 

For instance, a few months ago, we decided to launch our free and accessible digital blog club, sharing wellness tips and mindful topics in collaboration with a wellness coach, while also sharing our personal and behind-the-scenes moments.

To our surprise, so many people signed up and found it genuinely helpful. We started receiving messages and emails telling us how much they look forward to our blog each week. It was incredibly humbling and reminded me why I started this wellness stationery brand in the first place.

Building a loyal and supportive community always comes before everything else.

4. You Don’t Need Thousands of Followers

In the early days, I used to believe that the success of a brand meant having thousands of followers on social media. I spent so much time chasing numbers and engagement, thinking that was the key to growth but it quickly left me drained. 

Now, I pour my energy into creating better, higher-quality products that speak for themselves. Truth is you just need authenticity, passion, and a genuine love for what you create. Building an authentic, engaged community that truly believes in your products is far more meaningful than a large, disconnected audience.

5. Emotion Builds Connection

Connection is built through emotion. People remember how your brand makes them feel. Whether it’s a handwritten thank-you card, thoughtful packaging, or the care behind every product, it’s the feeling your brand creates that stays with them the most. 

6. Celebrate the Small Wins

Patience is key. Success doesn’t happen overnight and that’s perfectly okay. Every single order, kind review, and returning customer is a win worth celebrating. Those small, quiet moments are the proof that you’re making a progress even when growth feels slow. 

7. Comparison Is a Thief of Joy

Comparison isn’t necessary. It’s something I’ve had to remind myself of often. Every business has its own journey, and learning to appreciate your own pace, path, and progress is so important. Focus on your growth and celebrate every step you’ve taken, no matter how small it may seem.

Just want to say Thank you!

Five years later, our little business is growing! Thanks to our genuinely kind customers who support us and believe in what we create. 

Every message, every order, every review, every bit of support has shaped this brand from the very beginning. 

Thank you for five wonderful years of support, kindness, and trust. You’ve helped our brand grow into something beautiful. Most importantly, you’ve allowed me to grow this brand while staying true to myself. 

Thank you so much for being a part of our journey & supporting our small business!