Nearly two years ago, Heather and I transformed Life and Whim from a blog, which we had started a year prior, into a business. Heather manifested a dream to create and launch a collection of northern Michigan-inspired apparel and accessories on our online store. It was both a stressful and exhilarating experience.
In anticipation of the launch, we spent a tremendous amount of time laying the groundwork by creating content in order to build an audience, being active on social media, and forming relationships with “influencers” who could help us spread awareness of our new entrepreneurial endeavor.
We did this work while running the marketing agency we’ve owned together for more than a decade. It’s the means through which we make our living. And, to be honest, we neglected our agency for a time as we chased our dream of building a lifestyle brand through Life and Whim.
We had really high hopes for the launch of our store. We envisioned a day, in the not too distant future, when Life and Whim would become our full-time endeavor. But things didn’t work out the way we expected.Read More