YEAR END REVIEW: baby steps
WELL, WE MADE IT. One full year of NWS - as a Mother, I can’t help but view time through the lens of “growth” and “development”. I also think that businesses are a reflection of the people who’s minds are shaping them, therefore the human element is both essential & unavoidable - human beings learn to crawl before we can walk and, eventually, run. And I have GROWN this year alongside NWS. As a mother with my children, that first year of life is HARD, and full of incremental steps towards foundational, lifelong growth - a real challenge for my results-driven personality! Arriving at each of my children’s 1st birthday’s is like a sigh of relief for me - “we made it, phew”. In many ways, starting a business is like having a child. Coming from over a decade in the corporate workforce - working for other people - didn’t really prepare me for the labor of love, anxiety, joy and frustration that is starting your own business (not unlike, actually having your own child…I digress).
Over this first year NWS has grown exponentially month over month, we hit our first viral post in June (grazie, Italia!), had our first collaboration (with the charming Stacie and Joan) in October, and despite not hitting profitability in year one, NWS grew it’s revenue slowly over the course of this year. NOELLE WEIGEL STYLE would not continue without YOUR love, support, and enthusiasum, so from the buttom of my heart, THANK YOU. It has been nothing short of a pleasure connecting with, and meeting all of you - so many of whom, I would have very likely never met if NWS did not exist.
When I set out to start my own business - sharing my thoughts, advice, and insights into fashion & design - I hoped I could help a few people, and prove to myself that my career could grow at the service of the life I chose (family, and making my children my priority) not the other way round. This has meant pulling very long (unpaid) hours late at night, struggling to be creative when my brain is fried, and juggling making breakfast while posting on IG many many days. Getting my multi-talented and incredibly supportive husband behind the camera dozens of times, and the incredible support of friends and family - all in the interest of growing NWS, and delivering quality and consistent content to you all. However, I never envisioned what a lovely group of women (and a few guys) would become my instagram friends, and how many stimulating conversations we would have and how much you all would inspire me!
Transparency is core to who I am, and as such, I would like to run through a few things that I tried with NWS this year, what worked, and what didn’t so much, and what I’m thinking/planning as we move into 2024.
OCT 2022 -JAN 2023: Let’s Try …
Fall of 2022 was a “rubber hit the road” time for me. I was fresh off my industry being turned upside down by the pandemic, and my own life being further turned upside down by two forces of nature that I typically refer to as “my sons”. I had tried all year to leverage old contacts, and apply for jobs I was more than qualified for, only to be told over & over that I would be doing the work of 3 people for a salary that wouldn’t cover some people’s rent, much less full-time childcare for 2 children. I was, yet again, reminded that we live in a world (and I work in an industry) that FUNDAMENTALLY devalues the role of the mother, and the family, in society. By nature of the fact that we are raising & shaping the generation of tomorrow, we are assumed not available to be the grist in the mill wheel of today. Humanistic Capitalism - the value of the human person to society, anyone? I’ll save that topic for a future date, because I’m only getting started fighting that fight…
So, one night I had a long, wine-fueled & animated conversation with Richard (the incredibly supportive husband) about all of the above mentioned frustrations. And he said, “Why don’t you just start your own business? Do what you were trained to do. Do it your way, and on your terms”. I had always secretly dreaded the idea of entrepreneurship - it had a tinge of the naive with the definite aftertaste of the delusional for me. There is safety in working on what someone else fought for, the risks are someone else’s. But taking a stand for what I believed in, and maybe more importantly, myself . . . I was finally, maybe, willing to take that risk.
Dear reader - I opened Noelle Weigel Style’s Instagram account that night.
January 2023: Announcement
I built NWS (then known as Shopping with Noelle) from the bottom up leading up to my announcement on January 1 - New Year, new start. Branding, business concept, website designed, email & scheduling services engaged, and everything all wrapped up in my signature french blue for a grand reveal. The outpour of love & support from my friends after my announcement was heartwarming & inspiring - a memory that I will cherish forever. Unveiling your “baby” to the world is scary, especially when you have no idea what the future holds, but there’s nowhere to go but forward from here…
what did not work:
Starting out, I thought my main “business vertical” was going to be scheduling personal shopping & styling appointments (hense the name, “Shopping with Noelle”). Dear reader, I did not book a single, solitary, personal shopping or styling appointment (save for one, I gifted to my dear brother for a much needed suit fitting). Moral of the story, know when to PIVOT. Sometimes your first idea has faults, but that doesn’t equal disaster - turn the page, and keep writing.
What did work:
My personal approach to communicating with you all through my content & here on the blog! You all really connected with the content that was the truest to me, and who I am. A beautiful affirmation of me, my vision, and that what I had to offer other people related to.
March 2023: personality showing through …
This was the month of feeling that NWS was mature enough (kind of) to start drawing the eye of brands I LOVE and SUPPORT. Especially for me, coming from the soft-goods industry, this was an intimidating step. NWS was still such a newborn, but I knew I had to start showing everyone what I was about, regardless of my infancy as a business. And you know what? I met so many of you as a result this month!!!
What did not work:
Spoiler alert - I did not have brand partnerships lining up in my DMs immediately. I knew better than to imagine they would, but the crickets can really get to you sometimes, and it’s hard to keep going. Keep going! Growth takes time, and business are, realistically, cautious by nature about partnering with “a new face”. I still have a few businesses today stalking my content who have never said a whisper to me. That’s ok! Just keep growing.
What did work:
Persistence. learning to drown out the crickets, and just power through the doubts. Also building a realistic routine and content schedule, that you can stick to, was a critical step for me. It may not be the most aggressive growth-wise, but nothing hurts growth more than burnout, so be realistic and TAKE CARE OF YOURSELF. Also - tap into what feeds you emotionally & creatively, and you will be able to draw on that when you feel burned out! This was the month I started doing Tuesday Round Up - where I share all the posts on IG that inspired me from the week before. A algorithm boosting strategy that not only helped me, but allowed me to share some fabulous accounts, creators other than myself, and insightful posts with all of you. A little weekly dose of Humanistic Capitalism within the IG hamster wheel - cheers to being a little subversive for the greater good!
MAY 2023: First steps …
May saw me & my family going to ITALY, a beautiful and necessary trip after a tough couple of years. I fell in love with Umbria, and felt my mind & soul fed by the sweeping vistas, the centuries old architecture, and beautiful people and culture of Italia. I came back from this trip more creatively alive than I had felt in a long time. Which fueled a flurry of home renovations & great content on NWS!
What did not work:
Dear reader, I barely shared anything while I was on my trip (I saved content for when I got back), and it is something I really critique myself for. I had my reasons, but a goal for myself for future trips is to balance posting better.
What did work:
Anything that feeds you creatively WILL reap returns in your work as well as life! My 1st (and 2nd) viral posts came in June. The numbers never lie…NWS was thriving, folks.
AUGUST 2023: first words …
This was roughly when I realized that I needed to refine my messaging and approach more. All content is not equal! I am no good at the short, funny content. I am really good at strong, articulate messaging though. How to achieve that then? By following the “appetizer, dinner, dessert” approach (self-styled) to content. “Dinner” the meat of what I have to offer is HERE, on the blog, in my writing - bookended by “appetizer” and “dessert” on social media. A strategy that most people can’t carry off, but wins for me again & again. Know your strengths, and LEAN INTO THEM.
what did not work:
My newsletter is still my passion project most of my following ignore. It’s easy to assume if people like your writing, they’ll sign up, right? Not necessarily. And to be quite honest, I’m still unsure why that is. My guess is that there has been such a deluge of email marketing that people are unwilling to consider adding anything to their inboxes, but I don’t have anything to back that up other than a hunch. Definitely something I want to refine and change in 2024…
what did work:
Leaning into my strengths and speaking about what I’m passionate about! I might seem like someone who has loads of confidence, but even I need to be encouraged to speak up sometimes and this month I saw the BEST response to me speaking up! You don’t have to ask me to spare twice - more of that coming in 2024 I PROMISE YOU.
October 2023: Making friends …
This is technically titled wrong, because I have known Sophie a very long time, but lets stick the theme, yes? In October Sophie & I launched our capsule collection of Arts & Crafts inspired accessories. An absolute joy & honor to make some beautiful pieces together (Sophie, thank you for the privilege of collaborating with you!) - which by the way, you all loved! The response to our collaboration was fantastic, thank you all.
What did not work:
I now realize, I should have been starting prepping for the holiday around this time, and I really wasn’t. I am typically a “Christmas for Christmas time” kinda gal, and I didn’t think it would be that different for IRL either. However, I forgot the time commitment of prepping & planning, linking, and writing that goes into running a Christmas celebration on Instagram and was pretty unprepared. Lessons learned, and there will be changes made next year.
what did work:
I loved how we approached our collab! Stunning products & imagery was key, but by walking you all through the “why” of the Arts & Crafts movement going into the release, so many more people were interested & clicked through. I’m big believer in anything worth your time has to have substance to it - something most collabs simply don’t have! It was an extra step that required thought & care, but the results were much more satisfying for you, the audience.
November 2023 - december 2023: Making Memories …
The holiday season is chock full of tradition for me, so it was only natural (in the spirit of sharing my personal approach to life) to share all that tradition with you all. Which you have received so warmly! It has been a real treat to celebrate Christmas with all of you, and I’m looking forward to doing an even better job bringing you into our family’s Christmas next year. The one gift guide I did get up & got a big response to was my Children’s Gift Guide - thank you to all of you who shopped my content this season!
In lieu of a what worked/didn’t work (since we are now at the present moment) I’m just going to jump right into closing thoughts.
thoughts on Noelle Weigel style in 2024:
This year has been a wonderful affirmation of me, my work, and my fundamental faith in human kindness. 2024 is set to be tricky one for everyone on the “human kindness” front, with lots of political & economic uncertainty. However, I firmly believe that each one of us can & do contribute to the lives of those around us, and I am determined to maintain NWS as a bastion of peace and wholesome goodwill throughout this next year. I stand firmly on the side of Humanity rather than any particular party, and I will maintain that stance.
I will be LEANING IN to my writing even more in this coming year. In the absence of delayed TV & Film, and a fractious news cycle, I’m viewing providing thoughtful content on building a beautiful life as contributing to the public good. I will continue sharing on Instagram, and hopefully will have lots of good content coming your way! I will also be launching a new service later in January with the goal of achieving profitability this year. As always, any time you recommend my content, or share my account, supports me & the growth of NWS. January will be the month of self-care - so anyone who’s asked for my makeup routine, or product recommendations, or how I think about self-care - stay tuned for a restorative month!
As much as I might criticize aspects of our culture and the social media industry, I actually see far more hope & potential. I love how much social media can bring people from all over the world together, and allow conversations, dialogue over conflicts, and encourage empathy for others. I especially love that social media provides the forum for something small, like NWS, to grow! Every time has had its challenges, and ours is no exception, but how we meet those challenges will define us. I choose to face the future head-on - with joy, determination, and love. Who’s with me?
Love to you all and a very happy New Year,
Noelle
