14/05/2026
12 months ago we were doing over £1M+ a year.
Now? Sales are down 50%.
And the worst part — it had nothing to do
with the economy.
It was me.
A bad accountant gave me wrong numbers for
a year. I thought we were barely profitable,
so I downgraded our packaging to save costs.
Six months later I found out the truth.
We were in profit the whole time. But the
damage was done — products felt less premium,
reviews dropped, sales started falling.
Then our supplier started cutting corners.
Scent inconsistency. Late deliveries. £150K
in lost revenue.
I fired them. Discontinued every product.
And I’m now rebuilding the whole brand
from scratch.
From a desk. In a bedroom. No team.
This is the messy middle.
Full episode on YouTube — link in bio.
—
