Get to Know the Owner, Elita: Finding Inner Peace

An overdue “meet the owner” moment, five years in 🤯

There’s a strange kind of silence that follows the closing of a retail store. It's a mix of relief, nostalgia, and the lingering question, "Did I really do all of that?" Over the past five years, if you’ve watched Einnim’s journey, you know how deeply personal this brand is to me.

I Don’t Miss the Store; I Miss What I Built Around It

What I truly miss is the community. The loyal faces that made each day brighter. The moments where people connected with me beyond just products. I miss the sense of accomplishment that I worked tirelessly to create. But I don't long for the pressure. The constant visibility. The unrealistic expectations. The weight of being “on” while silently breaking apart was heavy.

Going through a divorce while juggling financial rebalance and maintaining appearances in public was one of the hardest seasons of my life. It's paradoxical to feel so seen yet so unseen. Every interaction at the register, each social media post, and every candle pour came from a full heart but was also heavy with emotion.

It’s been a while since I’ve done a proper “meet the owner” post. In the early days of Einnim, I shared my heart openly on Instagram. Social media felt like a cozy corner of the internet then. Now, it often resembles a loud, crowded room where vulnerability gets drowned out by performance. Does anyone else feel that way?

Celebrating Five Years

Just a few weeks ago, I celebrated five years of this business. Five years! Yet, I still feel like I just started. My life is completely transformed since Einnim was born. I’ve changed, grown, let go, and held on to the beauty of it all. Amidst the chaos and joy, I’ve learned to slow down.

I'm now embracing a slow living lifestyle. I still pursue what I love, creating with intention, but I am no longer pushing myself to maintain an image or pace that feels untrue.

Seeking Real Peace

I've realized that all I truly desire is peace. Authentic peace. I want to meet genuine people and build meaningful friendships. It’s important for me to focus on what feels good and to quietly release what doesn't serve me—even if that means stepping out of the spotlight I once proudly occupied.

Small business ownership is a beautiful contradiction. The exhilarating highs can contrast sharply with the isolating lows. While I don’t envision a return to corporate life—because wow, the strength I’ve gained in this process has been tremendous—I would be dishonest if I said I haven’t contemplated it. Sometimes, doing everything alone feels overwhelming. The pressure of being a brand, a person, and a provider simultaneously can make you want to vanish for a moment.

To Fellow Business Owners

So, if you’re reading this and you’re a fellow business owner, give yourself some grace, as I always advise. We are doing our absolute best in an economy where thriving feels like a distant dream. And if you’re not a business owner but support one, please extend grace to us, too. You may not always know what’s transpiring behind the scenes.

We aren’t just selling products; we are holding up dreams—sometimes by a delicate thread.

The Importance of Community

Community plays a vital role in our journeys. It’s not just about transactions; it’s about relationships. When people support small businesses, they’re also supporting dreams and aspirations. They are helping us keep our passions alive.

As small business owners, we cherish authentic connections. Whether through a smile at the register or a heartfelt message on social media, every interaction affirms our purpose.

Our Journey Together

This journey is not solitary. We are all in this together. Whether you're a business owner or a supporter, remember that we are navigating a challenging landscape. Your support can provide the encouragement we need to continue pursuing our dreams.

And if nothing else, always remember this: at least we tried. And that’s what truly matters. 🥰

—With love and a quieter heart,

Elita