The first year is the hardest! This is all I heard during my first year running Florra. Though I was new to the brick-and-mortar retail world, I had been in business before. I ran a brand design business for 13 years in which I served hundreds of clients throughout the Bay Area. I knew what it was like to be in business, to run profit & loss statements, to drive marketing campaigns, and to ride the ebbs and flows that come with working for yourself. So, when I set out to build Florra, my background in business and branding gave me enough confidence to feel like I could do it— and whatever I didn’t know, I knew I could learn as I went along.
Florra is the first time I signed a lease, the first time I hired staff, the first time selling physical products, and the first time interacting directly with customers. It sounds like a lot but for some reason, I was not overly daunted by any of this before I began. I did have my fair share of fear and doubt, but I also had an idea, deep passion, and unwavering faith in what I was about to do. Afterall, I had just gone through a long and painful period in my life, one that took me completely out of my comfort zone and upended my life for good. After what I’ve been through, I was willing to throw myself into the fire again. I knew what was on the other side of the fire—learning, growth, and authenticity. I knew that whatever happens with the business, the experience would grow me immensely. I knew that I would still have the adventure of a lifetime and would meet so many amazing people along the way. So, I jumped in with both feet.
This blog post is my attempt to capture that first whirlwind of a year in writing. I know that many of you out there are aspiring business owners, some of whom are on the fence about taking the leap. Most of the advice out there sound more like gentle warnings. Many of them are lined with stories of hardship and suffering. I know that one year isn’t long enough for me to give a full assessment of what it’s like to run a brick-and-mortar business, but I do want to give a slightly sunnier perspective on things. Because I wouldn’t change a thing about my first year with Florra. It has been an extraordinary time. This is not to say that there were no challenges. There were many. I had to learn as I went along and encountered mistakes and many moments of crippling fear and doubt. I’ve accepted the constant learning, the mistakes, and the fear. I don’t think there will ever be a time in running a business when these things don’t exist.
What I’m saying is that all of it is worth it. I poured my heart and soul into this store and because it came from such a deep place, the love and joy I feel while running Florra fills me up in ways I cannot describe. On top of that, the people I’ve met along the way have been some of the most incredible humans I know. There’s so much goodness in this experience. And while I don’t want to paint everything over with a rose-colored tint, I hope I can provide a bit of encouragement to those of you who want to start your own heart-led business, have the resources to do it, and have done your homework—but find yourself only blocked by fear. I’ve been there, and yet I can truly say that after the first year in business, I’d do it again in a heartbeat.
Here are my top 5 insights from the first year of running Florra:
It’s all about the people
As soon as I opened the doors on the grand opening evening, the community poured in. It was such a huge shift to go from an obscure business that was under wraps to having everything revealed all at once. From that first day, meeting new people have become a constant. I meet new customers, vendors, and neighboring business owners on a daily basis. It’s such a stark difference from my brand design days when I would meet new clients every couple months or so, and when most of my work was done behind a computer. The face-to-face interaction gives me a chance to listen to people’s thoughts and feedback about the store, most of which have been wonderful and encouraging. Other times, we share personal and meaningful stories with one another. Meeting people has been one of the best parts of running a brick-and-mortar store. It’s an amazing thing to wake up each day and wonder who I’ll get to meet next.
Business is a marathon, not a sprint
The months before the grand opening were no doubt a sprint. I tend to ere on the impatient side, so whenever I set out to do something new with the store, I expect quick results. What I’m beginning to realize is that running a business is a marathon. It requires persistent and consistent daily actions. Nothing happens overnight. Rushing through tasks and projects in the same manner that I did during the pre-grand opening rush is only going to lead to frustration and burnout. So now I know to tend to the store as if I were tending to a garden, putting in the consistent work and allowing things to flourish on their own time. At times, it feels like my efforts are not yielding any results. But with every action, I know I’m moving the needle a bit more each day. I conserve my energy and pace myself because I know that I’m here for the long haul.
Change and refinement is a constant
I see Florra as a living-breathing entity. She grows and changes and has her own vibe. Her vibe is created from the collective vibe of the customers, their everchanging needs and desires. When I create new programs or bring new products into the store, I do my best to feel into what this vibe is. It’s always changing because people are always changing. In the first year, what I noticed is that a certain product may be the bestseller at the moment, and in a matter of months, another product takes its place. Some workshops fill up immediately while others do not. Some of the best attributes I believe a business owner can have are adaptability and flexibility. I do my best to listen, to really tune into what Florra and the customers want. I do this by quieting my mind and allowing insights and ideas to emerge. I don’t allow myself to be set in my ways or to become rigid. I try to not get attached to my ideas because I’m not the only voice that matters. I try to keep the store from becoming stale by allowing things to change and flow as they do, as they always will.
All of the hard things are worth it
Running a store is not the easiest thing in the world. I’m not going to pretend that it is. I’m the sole head of Marketing, Sales, Finance, and Operations. I’m constantly switching between tasks, and it feels like there’s never enough time in the day. And if that’s not enough, I’m raising two school-aged children with needs, wants, and schedules of their own. The fact is, I wouldn’t trade any of it for the world. I absolutely love running the store. And because I enjoy it so much, the work feeds me. I know what meaningless work feels like. I know what burnout feels like. I know for sure that if you find joy, passion, and pleasure in what you do, you will never experience burnout. Meaningful work nourishes you on a deep level. Running Florra doesn’t feel like work. And when challenges inevitably arise or when I have moments of frustration, I accept them as a part of a bigger journey—one that I wholeheartedly enjoy.
It’s already been the experience of a lifetime
I can say with certainty that the first year of running Florra has been one of the best experiences of my life. I’ve grown and learned so much because of it. For me, the journey isn’t about success or failure. It’s about who we become along the way. Taking the leap to becoming a retail store owner, I held this notion close to my heart. I knew that no matter what happens, I will have been gifted the experience of a lifetime. From the people I get to meet to the constant learning and stretching, to the fun-filled workshops and events—I can’t think of a better adventure. And to be able to share it with the community is a gift in and of itself. I don’t take any of this for granted. For me, life is all about the experiences, and this one has been life-changing for me in so many ways.
And that’s the first year! I hope to be here year after year and to continue to share my experiences with you. I hope to be a source of inspiration, but to also speak from a place of transparency and honesty. I don’t want to pretend that everything is rainbows and roses, but I believe that sometimes we need to hear a refreshing and positive perspective on things. Sometimes, we need that extra nudge to take the leap. Because when we’re doing what our heart wants us to do, all of the challenges, the pitfalls, the hard work, the meltdowns—they are all worth it.
With love, Thuy
My First Year in Business
Featured articles
I’ve always felt like a modern woman with an ancient soul. My life feels like a paradox. Busy days on...
Your perfume is more than a beautiful scent. It is an expression of who you are: your mood, personality, emotions,...
As a child, I used to pick rose petals from the garden with my sisters. We would gather them into...