Last year, I made the difficult decision to remove our products from Amazon, Faire, and other platforms that, in the bigger picture, I felt were doing a disservice to small businesses.
The reality is that many customers didn’t follow us away from those marketplaces, and our sales are down significantly. Global uncertainty hasn't helped either! But here’s what’s also true: our profitability is higher than it was at this time last year. Running the business feels less chaotic, less draining. I’m no longer spending energy chasing high-volume, unsustainable low-margin sales. Instead, I’m investing time in what matters most—building relationships, supporting our community, and work that feels meaningful.
One of the greatest (and surprising) gifts of this shift has been more time for my deepest passion: teaching and performing dance. In the past year, I’ve had more space for it than ever before, and it’s been incredibly fulfilling.
Minnie and Moon is still here. We still carry beautiful, thoughtful products. We’re still working with shops across the country—though fewer for now. We’ve launched a new wholesale platform right on our website, making it easier for small retailers to buy directly. And with more freedom and flexibility, I’m channeling more of Minnie and Moon’s resources into supporting other small businesses and community organizations.
In the midst of so much chaos and uncertainty, it's been especially important to have refocused on what has always been at the heart of this business: quality, sustainability, functionality, and community. You'll find more content related to those themes here in our blog over the coming weeks and months.
Thank you for being part of the journey.
Emma