How word of mouth saved my small business

I shared this a few years ago, but it feels all the more relevant at the moment. In 2005 I was very close to walking away from my business. After some great growth in the first few years, the economy was changing, and I was feeling this acutely.

I spent hour upon hour trying to get my products out there. Before social media and without many stockists, I felt incredibly isolated and invisible in my little workshop in the backyard.

I tried to think outside the box; everything I could think of, I tried. But after months of pushing and pushing without it making any noticeable difference, I had to ask myself the questions I feared most: Is this really worth it? Is it worth the sleepless nights? Is it worth spending all my time trying to make this business work, when I have nothing to show for it?

After some dark nights of soul searching, I decided that I could walk away. And with no need for shame. I realised that I didn’t regret anything. If I had never tried this path, then I would still be dreaming about giving it a go. And I realised that even if I couldn’t make a living doing this, I was proud to have made something beautiful, something that resonated with others.

I decided that I would give it until the end of the year, and then consider 2006 as a fresh start. With this burden of fear and doubt lifted off my shoulders, I kept going, and found the joy in my craft again.

Things that I’d put into motion months and years before started to take effect, and everything shifted. It had mattered that I’d always kept my word and delivered quality products each time I received an order. It had mattered that I’d always cared to get to know my stockists and supporters, and that they knew me and believed in what I was doing. Because, unbeknownst to me, I had a secret champion. The owner of one of the stores I supplied recommended my candles for a new book showcasing the work of Melbourne artists & designers. I don’t think she realised how much her simple commendation meant to my business. 

Almost a year to the day when I had very seriously considered closing my business, I found myself featured in a beautiful book, and about to embark on my second trade fair with Life inStyle, which led to the opportunity to expand my business and open my own store.

I’m very passionate that if you believe in someone’s work, tell people about it. Recommend their business to any friends that might be interested. Share, like and comment on social media – because it really can make the difference and give someone an opportunity that they can’t always make for themselves.