03/11/2025
Wait! Before you hit unfollow, we’re not closing down, we’re (TL;DR) delaying our return until 2026.
I’ve been slowly writing this in notes over the past six weeks and, believe me, hitting post was uncomfortable. Opening up about mental health without the safety blanket of dark humour is challenging.
These sorts of posts always feel incongruent with the glossy marketing exterior we’re supposed to put on socials as small business owners.
And I get it. You’re here for the content that showcases our unspeakably delicious treats and gifts, but, sometimes, we need to communicate the human things going on behind the screen because they invariably influence the business and your ability to interact with it.
Plus, that’s our whole vibe at Butter Sweet - we’re for every moment. The good, the bad, the spicy, the disappointing, even the chewy uncomfortable messy middle moments.
And this is definitely a chewy, uncomfortable, messy middle moment.
I wanted to put this out publicly, rather than quietly slipping off socials for the rest of 2025 for two reasons.
First, I wholeheartedly believe in transparency and think that you should know what’s really going on. Butter Sweet is not a big company, so the lived experience of the humans pulling the strings does have a direct impact on day-to-day operations.
Second, mental health in business is an important conversation we need to be having instead of hiding. It’s easy to forget there’s an actual human with human emotions and experiences behind a small business, and the unspoken pressure to present an “all is well” facade on socials to keep up with big businesses is unsustainable. Most small business owners I’ve met over the past few years have their own daily brand of hard they’re silently facing while simultaneously running a business solo. And the reality is that when they go down, so does the business.
So, to avoid a permanent closure, here’s a temporary one. I know it’s not the update you were hoping for, but I need to acknowledge where I’m at right now, and ask for your patience and understanding while I navigate this stage of life.
Butter Sweet 2.0 (AKA the reboot) will be back in 2026.
