One year ago, this was just an idea.
Not a business. Not a brand. Not a website.
Just a thought I couldn’t shake and a quiet belief that maybe — just maybe — I could build something of my own.
Fast forward 12 months and here we are.
One year of doing the most.
Creating. Styling. Rebuilding. Refreshing.
Thriving (mostly)...
And when I say “doing the most,” I mean it in every sense.
Behind the scenes on a shoot day... and this is a not so bad
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The Pretty Parts (and the Not-So-Pretty Ones)
This year has been full of beautiful moments — launching products I’m genuinely proud of, seeing orders come through, watching people style and share pieces I created.
There is nothing quite like that feeling.
But behind every polished photo and every curated post has been a lot of learning. A lot of second-guessing. A lot of late nights tweaking things that probably looked fine the first time.
- There were moments I felt unstoppable.
- There were moments I questioned everything.
Sometimes in the same day.
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Building While Figuring It Out
No one really tells you that being a small business owner means building the plane while flying it.
You’re the creative director, the customer service team, the photographer, the accountant, the social media manager — and occasionally the emotional support department for yourself.
I’ve rebuilt. I’ve refreshed. I’ve changed my mind.
I’ve learned to trust my instincts a little more each time.
Thriving (mostly) doesn’t mean it’s always smooth. It means I kept going.
First market at Rippon Lea Estate in April 2025 - can confirm, I did not sell a single thing and it was absolutely heart breaking.
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The Support That Makes It Possible
If you’ve shopped with me, shared a post, sent a message, told a friend, or even just followed along quietly — thank you.
Genuinely.
Supporting a small business isn’t small. It’s a choice. And every single one of those choices has helped this brand grow.
When you shop beautifully and share boldly, it matters more than you probably realise.
You’re not just buying a product. You’re backing a vision. You’re supporting late nights and big dreams and all the in-between moments that don’t make it to Instagram.
Professional photos from The Finders Keepers Market AW25
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One Year In
I’m proud. Deeply proud.
- Not because everything was perfect — it wasn’t.
- Not because I had it all figured out — I didn’t.
But because I showed up.
- I kept creating.
- I kept refining.
- I kept believing in something that didn’t exist until I made it exist.
One year of doing the most.
And this is only the beginning.
So consider this your reminder to keep supporting small.
And I promise — I’ll keep making it worth it.
Here’s to year two 🥂