27/05/2026
I’m exhausted… I’m not going to lie.
Tonight I finally stopped long enough to reflect on everything happening with LOUIS & MAX right now, and honestly… it’s equal parts overwhelming, exciting, scary, and something I’m incredibly proud of.
People often say,
“Wow… a second store? In this economy?”
Or,
“You’re brave.”
And honestly… fair point.
There are definitely moments where I stare at spreadsheets, budgets, stock orders, social media, and the endless to-do lists and think,
“What on earth am I doing?”
But then I remember why I started.
LOUIS & MAX began as this little idea in my head, built on pure determination, creativity, risk, and probably a bit of delusion too. Somehow it turned into a brand, a community, and spaces that people genuinely love being part of - and that will never be lost on me.
Behind the pretty shelves and Instagram posts is a lot of sacrifice, pressure, self doubt, long nights, and constant problem solving… but despite all of that, I still love it.
I love creating.
I love growing.
And I love proving to myself that maybe the crazy ideas are worth chasing after all.
So yes, I’m tired.
But I’m also incredibly grateful.
Thank you for supporting this slightly chaotic dream of mine. Here’s a little peek into the last week behind the scenes 💛
And tomorrow…
we go again. ✨
