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The Illuminate Apothecary Journey: Celebrating Successes, Acknowledging Challenges 🌱

Firstly, a heartfelt 'thank you' for being part of Illuminate Apothecary's incredible journey. You've supported me from Day 1, and I couldn't be more grateful for this community. Together, we've made this brand a beacon of warmth, grace, and authenticity.


We've had some amazing milestones, including our recent record-breaking fall collection launch. The energy and love you all pour into this brand have fueled my spirit and set us on course for a stellar second year. We're on track to surpass last year's impressive revenue, which already exceeded $120,000! 🎉


But, every rose has its thorn. I recently had to make the difficult decision to cancel the Amber Valley subscription boxes. While they were profitable, the time it took to curate them didn't align with my broader business goals. It was a very emotional decision; I'm deeply attached to the story behind Amber Valley, as I know many of you are. (I really hate this decision if it's not obvious...no seriously - I'm emotional thinking about the end of Amber Valley. 😭) Ultimately, I had to prioritize projects that allow Illuminate Apothecary to grow sustainably.


This brings me to my current crossroads—eager to scale but facing challenges like the high rent in our small town and the scarcity of reliable help. Plus, navigating business growth advice has been like wandering a maze without a map.


So, here I am, candidly sharing this with you, not as a hurdle but as an opportunity for growth and development.


Thank you for being more than customers. You're a family that has grown together, embracing the essence of clean, natural, and relaxing products. I'm excited for the chapters ahead, and with your support, we'll continue to Illuminate Love.


Warm regards,

Jonathan

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