Getting back to pouring... and other stuff
And just like that we're pouring again for the next restock
Well, that’s all the orders from the restock pretty much done and dusted, the subscription boxes - as of Monday - will have all been sent, and just like that, we’re back to pouring for the next restock.
Planning everything for the next restock
Of course, the one big difference from this restock to the previous 4 that we’ve had, is the fact that we still have quite a bit left over still available on the website.
Unlike before, we’re not going to close the website while we make more melts for the next one, but instead we’ll just keep it open and package orders as or when they come in while balancing the making side of things. Having Jenny reallllllly helps with doing this.
How did the restock go?
I’m not sure if any of you are remotely interested in this, but as of the week following the restock we’ve sold roughly 50% of the stuff that we added. Which to be fair, is absolutely within the range of what I kinda expected.
I know people have almost come to expect things to sell out on the night of the restock, but I 100% knew that it wouldn’t be the case this time around. And that’s probably down to a few factors:
It’s the bloody summer
We made WAY more than usual
Interest has died off a little
First of all, it’s the bloody summer.
I’m well aware that people don’t want - or need - wax melts as often in the summer, and some people don’t even use them. So inevitably sales are going to be slower due to the drop in demand. That’s probably why we made so many room sprays - and will try to make more for the next restock - as it’s probably something that’s more likely to be used in the summer months.
We made WAY more than usual
Also, we made a LOT more than we usually do for a restock.
We probably made about 50% or so more than we usually would, in part down to the fact we gave ourselves a lot more time to get ready. Also, we knew that interest would die down a little and that we could then use the time to do some prep in the lead up to Christmas. Which feels like AGES away, but it’ll come around sooner than we think. Even more so with a baby due in November.
So we don’t really plan on making a whole lot more for the July restock - which should be on Friday the 30th - as we already have a lot on the website plus we can focus on getting the advent calendars poured instead.
Speaking of which… they should be up for sale in a couple of weeks time. Basically we want to put them out BEFORE we get VAT registered so we can do them at a cheaper price.
Lastly…
Interest has simply dropped off
There’s no denying that the interest in this business peaked sometime in February.
I wouldn’t be exaggerating when I say that there wasn’t a chance that we could make the supply to get close to the demand that we had around that time.
Sure, I could’ve worked my arse off doing 12 hour days 6 days a week to try and capitalise on the fact that for some weird reason TikTok had decided that we were the cool thing to show people at that time. I could’ve instantly hired people and gone all in on the business and tried to milk the attention that we were getting.
But that’s not really my style.
I knew that we would be “throwing money away” by not making as much as we possibly could, but I’ve always been as conscious as possible about how we’re balancing the business life and the family life. After all, I started this in part as an attempt to be able to spend more time with the family.
But I will admit, had it not been for TikTok, this business would very likely be a little worse off than it is right now. Don’t get me wrong, we’d still be getting by, but there’s no chance we would’ve even considered hiring Jenny if TikTok hadn’t done it’s thing.
Anyway… just on the off chance you guys are curious, let’s look at the numbers since TikTok took off in Feb.
Looking at numbers
If you want a little peak behind the business curtain to see how TikTok translated in terms of website visits, then here’s our store sessions for the first half of 2021.
I will just say that a part of me never likes sharing things like this. And that’s mainly for one reason: it dehumanises people.
One of the things I’ve REALLY tried to do since starting this business, is to never see people as “customers” - I don’t really like the word. Even more so when people say “my customers” as if there’s some sort of ownership there - and simply see you all as people.
Whoever is reading this right now isn’t just one of the numbers that makes up the open rate for the analytics on this email. You’re an actual person. Someone with an actual life and a job and an entirely different life to mind. Someone who could be going through some serious personal shit, or maybe even someone just really bored trying to take a shit.
Focusing too heavily on the numbers takes away from the fact that each number is a human.
It’s why the handwritten note means so much to me. Sure, I dare say it’s not always super interesting. After a while I guess it’s hard to find something to write - especially if you guys don’t leave us order notes! Honestly, tell us about what you’re doing. We’re happy to read! - but I understand that any order we have is something being sent from one human to another. One person is putting the things in the box, the other is taking them out.
It’s very easy for businesses to stop seeing “customers” as people, and it’s equally easy for “customers” to stop seeing businesses as people too.
Anyway…
I’m not really sure what you’ll take away from this newsletter. But truth be told, sometimes I just like to write. Sometimes I probably don’t make much sense, it’s a little all over the place and often I look back and go “what was the point in that?”
I currently have 4+ drafts on here of things I’ve started to write before the self doubt creeps in and I’m like “what are you even doing?” and then just like that I feel lost and a little bit deflated. Sometimes I just don’t know what I’m doing. I think “Lost” really is the appropriate word, as that’s exactly how I feel in regards to the business at the moment and I have no idea why.
I realllllly wish I could just have a singular focus on one thing, do that thing, and then move on. I wish I could be more like Rachel in that regard. Not like me. Sometimes I don’t like me. Someone who floats from thing to thing with a mind that doesn’t have a clue what it’s doing. Someone’s who’s sometimes slow and inefficient. Someone who takes ages to do shit and can’t relax and just take a day off. Someone who literally gets bummed out and depressed if I’m not doing something, but then I’m shit and slow when I am.
I’m not sure why I currently have tears in my eyes writing that? Why would that make me sad? Is this some sort of self loathing thing that’s going on? That I’m sad that my head doesn’t work in a different way? Your guess is as good as mine.
Anyway… I probably hate this newsletter.
Welcome to self doubt.
Right now I’m full of it.
You think these people that you see putting themselves out there are these confident, bold people, but underneath, more often than not, they’re not. They’re usually riddled with self doubt and dislike most of what they do.
“Why am I posting this? That’s not good enough. No one cares about that. Delete that one. That’s a stupid idea.”
I think that’s why I can handle trolling like a champ. Not that we get trolled. But not a single person alive can give me more criticism and verbal abuse than I can give myself. I’m trollproof in that regard.
Anyway… I feel lost and aimless. So I should finish this and do something else.
Thank you for reading whatever this bollocks is.
Much love,
Ross & Rachel x
Getting back to pouring... and other stuff
Can relate to how you feel Ross. Many times I've written messages to people about how I'm REALLY feeling, only to read it back and think 'why the fudge would they actually care?' so deleted and just put 'I'm fine thanks'.
As for your business, I can see in every TikTok and read in every newsletter, how much you appreciate your 'customers' and value every order no matter how big or small. The way you respond to notes left on orders or comments is brilliant. I frickin loved how you called me a cheeky fucker for asking for Guylian chocs and Tangfastics 😂
I'm currently working my way through your Talking Scents podcasts and loving them so far. And I always, always enjoy reading your newsletters whatever the subject. Keep doing you my lovely. xx
Hi guys, would you be ok with me doing an unboxing video when it arrives sometime this week ? Also please could you suggest some scents for me to put in a wedding night gift box for my friends please ( not the naughty box 😂) ps . Hope Isabelle and Archie liked their little gifts I sent for them xx