Introduction: One Part Reflection, One Part Mild Chaos
Running a creative small business means constantly learning what works, what doesn’t, and how to grow sustainably. In this honest small business year-in-review, I’m sharing what worked (and what really didn’t) in my creative business last year — from bestselling products to marketing lessons and burnout boundaries.
There’s always a temptation at this time of year to do a “quick review” of the past twelve months. A neat little recap. A few bullet points. Job done.
If you’ve read my 2025 in review blog post, you already know this was never going to be quick.
Creative businesses don’t run on tidy graphs or boardroom meetings. They run on ideas, vibes, deadlines, mild panic, and an impressive amount of caffeine. So this is not a polished annual report — it’s a judgement‑free reflection.
Past‑me was doing her best with the information, energy levels, and snacks available at the time. This is simply me being honest about what worked, what didn’t, and what I can learn from — both as a creative and a business owner.
All while drinking a hot cup of coffee (and ideally eating cookies from Emmi’s Kitchen, which have just arrived and are frankly stealing the show).
What Worked (Shockingly Well, Actually)
What actually worked in my creative small business last year — from bestselling products to marketing strategies that didn’t drain my energy.
The things that made me stop and say: oh… that’s interesting.
Running a small business is full of surprises. The product you quietly list without much expectation suddenly takes off, while the one you were convinced would be the bestseller politely ticks along in the background.
a. Products That Found Their People
It’s a rare and magical thing when you love a design and your customers do too.
Last year, that was my Book Lover coaster. It’s simple, reasonably priced (especially in a cost‑of‑living crisis), and gently celebrates the holy trinity: books, tea, and coffee. Nothing clever. Nothing complicated. Just cosy and relatable — and apparently, that’s exactly what people wanted.
What really surprised me, though, was the success of my Mrs Claus’ Bakery mince pie tin. I sold out twice over the festive period, with orders coming in quickly and very suddenly. I did have Etsy ads running, which likely helped, but I think it was the vintage feel that really spoke to people. Sometimes nostalgia does the heavy lifting.
b. Leaning Into My Creative Style
One of the biggest advantages small businesses have over big corporations is personality.
Weaving your voice into your packaging, designs, and social media captions makes your work feel human. It gives customers a sense of who made the thing — not just where it came from.
I’ve tried sounding like a “proper business” before. Back when I was contracting, I made myself sound like every other contractor out there. It didn’t work then, and it definitely doesn’t work now.
As a creative business, people don’t want a polished corporate drone. They want me and my art — quirks, humour, and all. Once I leaned fully into that, things started to click.
c. Marketing That Didn’t Feel Like Shouting Into the Void
I show up across a few different social platforms, and most of them bring in steady traffic. Facebook performed the best, followed by Threads and Instagram. I joined TikTok late last year — fully prepared for chaos — and was pleasantly surprised by how much traffic it actually brought in
Video content did particularly well. Process videos, time‑lapses of drawings, and behind‑the‑scenes clips consistently brought in views and interactions. I’m not naturally comfortable on camera, but the occasional face‑to‑camera video performed well too — which felt like a small personal victory.
I aim to be consistent, not relentless. I run this business solo, and I don’t have the time (or energy) to churn out content constantly. Keeping marketing realistic has been key.
What Didn’t Work (Or: Things I’m No Longer Forcing)
The small business mistakes, time drains, and creative ideas that taught me what to stop doing — without the guilt.
Handled gently. With snacks. And coffee.
a. Ideas That Were Cute but Exhausting
My Witchy Black Cat tote bag is a perfect example. I adore this design and received lots of lovely feedback — but sales-wise, it just didn’t happen. After spending a significant amount of time drawing it, I sold… two.
I’m keeping it listed because I still love it, but it taught me an important lesson: not every favourite is financially sustainable. Maybe 2026 will be its year. Maybe not. And that’s okay.
There are also countless ideas that will never see the light of day. My projects folder is full. My notebook even more so. Not every idea needs to become a product — and accepting that allows me to focus my energy on the ones that truly have potential.
b. Marketing I Thought I “Should” Be Doing
Most social media trends don’t suit my style or branding, so I simply don’t force them. Trends move quickly, and more often than not, they don’t actually help promote my products.
Pinterest was another lesson. While the collage feature helped increase views and clicks, it required daily attention and a significant time investment — with very little return. It became draining, so I stepped back.
I still love Pinterest for inspiration and colour palettes. For posting? Not right now.
c. Trying to Do All the Roles at Once
It’s very easy to think you can fit everything in before lunch: admin, designing, accounting, marketing… all between school runs.
Spoiler: you can’t.
Trying to do it all at once only leads to burnout. I’ve written more about this in another blog post, but learning that rest is part of the process — not a reward — has been essential.
The Biggest Lessons From a Year of Making Things
Key lessons from running a creative business — including burnout, simplicity, and how creativity actually thrives
One of the biggest lessons I learned is that creativity works best with light structure.
Too much pressure or rigidity drains me quickly. I know this from past full‑time roles, and it still applies now. Creativity needs space to breathe — it can’t be forced on a schedule.
I also learned that simple sells better than clever. My Book Lover coaster proved that. It’s a reminder I’ll be carrying into future designs.
What I’m Letting Go Of This Year
Mindsets and habits I’m leaving behind to grow my small business in a healthier, more sustainable way.
Comparison. Constant, unhelpful comparison.
It’s hard not to compare yourself to businesses that have been around longer, have teams, or appear to exist in homes with permanently empty laundry baskets. Social media’s perfectly curated vibes don’t help either.
I’m also letting go of the idea that growth has to look a certain way. I used to believe growth meant viral moments and fast results. In reality, growth is different for everyone — often slower, steadier, and far more sustainable.
Quality over quantity. Every time.
What I’m Carrying Forward (With Intention)
The creative business practices I’m taking into the new year — slower, more intentional, and life-first.
I have a habit of rushing ideas into products. Lately, I’ve been slowing down — letting designs grow naturally instead of forcing them out quickly for the sake of a sale.
That mindset shift is staying with me into 2026.
My goal has always been to build a business that fits around life — not one that replaces it. I didn’t start this to miss my son growing up or to recreate the pressure of corporate life. Setting my own hours and protecting my time remains non‑negotiable.
Closing Thoughts: Gentle Progress Is Still Progress
Reflecting on creative business growth, seasonal work rhythms, and why slow progress still counts.
Creative businesses grow with the seasons. The festive rush. The quiet post‑Christmas weeks. The autumn whirlwind. Slowing down during quieter months isn’t failure — it’s part of the rhythm.
Reviewing your year isn’t self‑criticism. It’s simply collecting information. Keeping what works. Letting go of what doesn’t. And growing — gently — from there.
Make more of what you love. Remove the unnecessary pressure. Bring more joy into your work.
You’ve got this.
If you’d like to follow along, you can find me on social media via the links below — or leave a comment to say hello. Until next time, keep building… even if it’s slowly.
