Looking back at Yardia's 2024 journey in the stationery and greeting card business, this year definitely brought some unexpected twists and turns. From industry recognition to personal challenges, 2024 was a year that taught me about sustainable business growth, creative resilience, and finding contentment in steady progress.
Embracing Growth Through "Unfurl": My Business Word of the Year
My guiding word for 2024 was Unfurl – imagine a fern frond slowly opening to the world. Along with this poetic inspiration came a practical mantra: "Get out of the house, Brigida!" This intention led me to expand Yardia's presence both locally and in the broader stationery industry.
The year of unfurling pushed me to:
- Build a greenhouse and rebuild my chicken coop, connecting my garden to my creative process
- Develop my public speaking skills through industry events and interviews
- Exhibit and vend at several new events
- Join a group to take on more volunteering commitments
- Even plunge into the Puget Sound!
Small Business Revenue Insights: Finding Peace in Steady Growth
In terms of business metrics, 2024 brought an interesting lesson in perspective. While Yardia's year-over-year revenue showed modest growth (+2%), this steadiness initially felt like a let down from last year's more dramatic growth. However, this plateau taught me something valuable: Yardia had reached a sustainable sweet spot.
What helped me to get over any initial disappointment in the lack of wild growth was the clarity that what I made in revenue was enough. Enough to pay for inventory, for operating expenses, for taxes. Enough to pay my salary, cover my health insurance and mortgage, and to set aside a decent amount in my retirement fund. It was what I needed in 2024, and I didn't actually NEED a larger level financial growth this year. It was a good reminder of what contentment really means to me!
Key Financial Learnings for Creative Business Owners
Two main factors influenced this year's revenue patterns:
- Strategically skipping a virtual trade show in Q3 to focus on my new wholesale website
- Experiencing a broader industry shift affecting Etsy sales (my Etsy revenue decreased by a whopping 34%)
These insights are driving my 2025 revenue strategy, particularly in diversifying revenue streams and strengthening my in-person sales channels. Next year I plan to replace Etsy revenue with other streams (namely, leaning into more in-person and local events).
Major Industry Recognition and Milestones
2024 marked a breakthrough year for Yardia's visibility in the stationery and greeting card industry:
- I received the first-ever Indigenous Maker of Note Award from the Greeting Card Association's Louie Awards
- I was featured on the Proof To Product podcast for the second time
- I spoke at the GCA's annual Workshop and Retreat about running my business without social media
- Featured in the Seattle Times' holiday gift guide
- And just a few weeks ago, I was named one of Stationery Trends Magazine's Ten Makers to Watch in 2025
Navigating Business Challenges During Personal Setbacks
Running a creative business while managing health challenges tested my resilience this year. A first-time Covid experience (after a totally-worth-it and magical night of seeing my favorite band in a sold-out sweaty club, haha) was relatively mild, but post-Covid breathing difficulties and intense fatigue took me out for nearly two months, making it a real challenge to work at anything resembling my usual pace.
When I got sick again later in the year with a nasty cold and lost my voice to laryngitis, once again I had to cancel everything for a few weeks until I could rest my body and my voice as much as they needed.
These forced slowdowns, along with other health challenges throughout the year, reminded me of the importance of building flexibility into business operations, as well as the importance of rest, recovery and support.
The Plant Companion Tarot
My favorite part of 2024 was the conception and creation of The Plant Companion Tarot deck. This project emerged in a creative burst just as I was recovering from post-Covid fatigue, becoming a multi-month creative journey that perfectly aligned with my artistic vision and business goals.
The process of creating this deck was MAGIC. Everything flowed in such a trusting manner, each step led to the next with ease and intuition. It was exactly the kind of creative process that I imagined creating a tarot deck would be.
By the time I have the first edition of The Plant Companion Tarot in hand and ready to release, it will have been about a nine month process of creation--I sort of feel like I birthed this artwork into the world.
I am so incredibly grateful that I was able to spend half of the year working on an artwork that's so special and personal to me, and I can't wait to share The Plant Companion Tarot with you as well!
Get on the waitlist to have first access to the deck, along with some limited edition pre-order surprises!
Looking Ahead: 2025 Business Growth Strategies
Other highlights from 2024 that will set the stage for next year include:
- Successfully maintained my business and wellbeing without social media (Year 2 of being off Instagram and TikTok)
- Planned an online course to help other makers and business owners leave social media (coming in 2025!)
- Expanded into new markets through the Northwest Flower and Garden Show (I'm excited to return in February 2025!)
- Participated in strategic trade shows including *Noted in San Francisco and the Pacific Northwest Booksellers Association Trade Show
- Launched an independent wholesale website for stronger resilience and to reduce platform dependency on Faire
- Joined a high-touch business coaching and mastermind group, which helped me to move more quickly in my decision making
- Revamped both wholesale and retail email marketing systems
As we move into 2025, these foundations have prepared Yardia for continued growth in the stationery and greeting card industry, with a focus on sustainable business practices and authentic creative expression.
Goodbye, 2024, and thank you for everything that unfurled. I can't wait to see what path I'll find in 2025!