From the Bonnet Boom to a New Season: 9 Years of Sweet As April

When I kicked off this business almost ten years ago, I never expected it to take off so quickly. Before I even had time to catch my breath, we had a whole crew of bonnet fans — and I say that with love! Some of you have over 100 of these cute little hats that I really enjoy making, each one crafted with a lot of care.

Back in the day, “bonnet drops” were the best part of each month. We’d sell out in just 10 minutes — 600 to 800 bonnets gone in the blink of an eye. It was thrilling, humbling, and just wild. But as someone who keeps an eye on trends and the retail game, I knew that this excitement wouldn’t last forever. Still, I rode the wave for as long as I could.

Now, almost nine years later, things look a lot different. Trends have changed, the economy has had its ups and downs, and many of our original customers — whose babies once fit our smallest sizes — have moved on from collecting bonnets. Naturally, the business had to change too.

Sometimes, I find myself reminiscing about those golden days. We had an amazing team, sales were flowing, and Marc could be home full-time, supporting both the business and our family. We felt a sense of financial stability that I definitely appreciated.

But in 2023, those memories started to weigh me down. I found myself constantly looking back and wondering if the brand would ever be as loved or successful as it used to be. This mindset dragged me into a bit of a slump — burnout, sadness, and the belief that I’d always be struggling.

Fast forward to now, a quarter of the way through 2025, and my outlook has completely changed.

I’m starting this blog series not to give you another list of business tips or how-to's (though I’ve done that too) but to chat about the emotional side of running a creative biz. Let’s be real — when you pour your heart into your work, every product, every bonnet, and every little package that goes out feels like a piece of you going along with it.

This is where I’ll share how my mindset shifted, how I’ve found peace in taking things slower, and how Sweet As April is thriving again — not just in numbers but in purpose.

Thanks for being here — whether you’ve been with us since those wild bonnet drops or you're just hopping on this journey now. I’ll be back next week to dive into what pulled me out of the tough times in 2023 and into this exciting new chapter of clarity and joy.

Until then, keep cherishing your little ones, and thanks for letting Sweet As April be part of your story.