What It Actually Feels Like Right Now

I’ll be honest, we’re tired.

Not the “I should take a weekend off” kind of tired. The kind where your brain wakes you up at 3 a.m. because you forgot to answer an email from a buyer, or you suddenly remember you still haven’t confirmed production numbers.

There are two of us running this company. Two. That’s it.

Right now we’re preparing for auditions for Dragons’ Den, dealing with retail opportunities across the country, coordinating production with a co-packer, answering wholesale emails, shipping orders, working with a PR team that is getting LOXX the social attention it deserves, and trying to keep the website and inventory from falling apart at the same time.

Some days it feels like ten different jobs stacked on top of each other.

And the strange part is… none of it is bad news.

Things are actually going well. That’s the irony.

We recently launched with a PR company and suddenly LOXX is showing up all over social media (yeah!!). Retail buyers are reaching out. Events are happening. People are discovering our hair perfume and getting genuinely excited about it.

Which is exactly what we wanted.

But growth isn’t neat. It’s messy and loud and it keeps asking for more from you.

Preparing for Dragons’ Den should probably feel surreal. Getting into stores across Canada should feel like a huge moment. Sometimes instead it just feels like another thing on the list that has to get done before midnight.

And that part bothers me a little. I don’t want to rush through the experience and realize later we were too busy surviving it to actually notice what was happening.

The truth is, Jaclyn and I want this everywhere.

We want someone to walk into a room and have people ask what they’re wearing. We want hair perfume to stop being this random niche thing and become something people expect to see on their vanity. And we want LOXX to be the name people think of when they talk about it.

So yes the struggle is real some days.

We’re exhausted sometimes.
We’re juggling more than two people probably should.

But if I’m being completely honest, the idea of watching someone else build this instead of us would bother me a lot more.

So we keep going.

And hopefully one day we’ll look back at this chaotic stretch and realize it was the moment everything actually started to take off.