Doing It My Way: A Journey from Setback to Startup Success

Starting a business is never a straight line. It’s a path filled with twists, turns, hurdles—and moments that test everything you thought you knew about yourself. For me, building a baby furniture brand wasn’t just about launching a company. It was about rewriting my own story, facing fears head-on, and developing a mindset that refuses to give up—no matter how tough things get.

I began with a dream rooted in my own experience as a mum. After years of working in the nursery industry, I decided to create what mattered to me most: thoughtfully designed, practical, safe, and stylish baby furniture that truly supports parents on their journey.

But having a vision is just the start.

The Startup Reality: It’s All You

I launched my business in 2023, during one of the most uncertain and personally challenging periods of my life. Like many women, I needed to create an income to support my family after a difficult few years. This wasn’t about chasing awards or accolades. It was about creating something purposeful, on my own terms—doing it differently to what I had seen before.

Every decision felt huge: where to source stock, which suppliers to trust, how to manage logistics, what platform to sell on, and who to turn to for advice. There was no safety net—just my savings, my belief, and the willingness to reinvest every penny I made back into the business. Whether it was buying more stock, improving packaging, or building the website—I poured everything back in. And I still do.

Finding the right accountant was a game-changer. Someone who actually understood my business model and didn’t speak in confusing jargon. That alone took time. But just like with suppliers, I learned the value of alignment—not just competence. I need people in my corner who get it.

A Mindset Built on Resilience

Entrepreneurship isn’t just about business strategy—it’s about emotional stamina. I’ve had to rely heavily on the resilience I developed long before I ever started a company. Life has thrown me enough challenges over the years, and instead of letting them break me, I used them to build inner strength.

There are mornings I wake up feeling overwhelmed, wondering how I’ll manage it all. But the mindset I’ve built says: keep going. Take one step. Then another. Do what needs to be done. This discipline—to show up even when you don’t feel like it—is what separates dreams from reality.

I’ve learned to treat every rejection as redirection. Every door that closes might simply be making space for the right one to open. And that shift in perspective has saved me from countless moments of doubt.

Showing Up: Learning to Be Visible

One of the biggest challenges I’ve faced so far is learning how to make myself visible. I’m not naturally someone who feels comfortable shouting about myself on social media. In fact, this part of the business has been one of the most unfamiliar and uncomfortable—but I know it’s essential.

Right now, I’m in the process of building that confidence. I’m creating content daily, uploading regularly, and slowly getting used to showing more of the behind-the-scenes moments. I’m doing it all myself, learning as I go. And while I might not be fully “out there” yet, I’ve made the commitment to get there—step by step.

I’ve come to understand that people don’t just buy products—they connect with stories, values, and the humans behind the brand. I know that in time, I’ll find my voice and my rhythm. And when I do, if even one parent feels seen, inspired, or supported because of something I shared—that will be a win in itself.

Into the Unknown

There have been countless moments when I’ve stepped into rooms full of strangers—networking events, trade shows, business meetups—without knowing a single soul. Just me and my business cards, standing in a crowd, trying to start a conversation.

Was it scary? Every single time. But I did it anyway.

Because if you want to grow, you have to step into the unknown. You have to risk awkwardness and discomfort in exchange for opportunity. Every new connection, every chance conversation—it all adds up. It’s about being brave enough to begin.

Support Systems Matter

While I may be the face of my business, I’m not alone in this. My husband has been my rock—my best friend, my confidant, and my biggest supporter. He’s been there through the highs and lows, reminding me why I started when I lose sight. His belief in me, even on the toughest days, has helped me keep going more times than I can count.

And my children—they’re my daily inspiration and often my little helpers, too. Whether it’s putting labels on products or counting stock when deliveries arrive, they’ve become part of the journey in their own sweet way. This business was born out of my experience as a mum, and their presence reminds me every day of why I do what I do. They are the heart behind every cot we send out.

Having a support system that truly gets it—who sees the vision and encourages you when you can’t encourage yourself—is a gift I don’t take for granted.

A Milestone Moment

So you can imagine how deeply meaningful it felt when one of our products—our compact Mini Space Saver Cot WAFFI — won the 2025 First Time Mums UK Award for Best Baby Cot/Cot Bed. This wasn’t just a win for the product. It felt like recognition of everything behind it: the long hours, the hard lessons, the quiet perseverance, and the belief that there’s room for us too.

This award is a reminder that even when the path is uncertain, staying true to your values matters. That doing things your way can pay off. And that sometimes, a quiet idea can grow into something that genuinely helps others.

What I’ve Learned

If there’s one thing this journey has taught me, it’s that building something meaningful takes time. It takes grit, heart, and an unwavering belief that what you’re doing matters—even when no one else sees it yet.

You have to be your own motivator, your own cheerleader, and your own voice of reason. You’ll wear every hat, juggle every task, and keep going even when your energy is running on fumes. But you’ll also grow in ways you never imagined.

Every challenge has shaped me. Every risk has strengthened me. And every small win has reminded me that I’m on the right path.

To Anyone Just Starting Out

If you’re just starting your business, know this: you don’t need to have it all figured out. You just need to start. Trust yourself. Stay curious. Be willing to learn. Be okay with being uncomfortable.

And above all, keep going. Even if today feels hard, tomorrow might be the day everything shifts. Don’t give up before you find out.

Because sometimes, the greatest redirections in life are actually the biggest blessings in disguise.