It’s not all about the hustle, life-changing events forced my sister and I to learn how to build a successful eCommerce brand while still getting our rest.
In a business world that often glorifies the hustle and non-stop grind, my sister Margaret and I have embarked on a mission to redefine what success looks and feels like. As founders of Lula Eye Masks, we’ve learned firsthand that building a successful eCommerce brand doesn’t have to come at the expense of your wellbeing. In fact, prioritising rest has been integral to our success.
Inspired by our personal experiences as cancer survivors, single mothers and entrepreneurs, we are passionate about helping others embrace the importance of rest and self-care and showing the path to success doesn’t have to be a constant hustle, but rather a balanced journey that nourishes both personal and professional growth.
Three years ago, when my sister and I founded Lula Eye Masks, bringing self-warming eye masks to the Australian market, we never imagined the incredible journey that awaited us. We were in the midst of creating our first product samples when our lives took a drastic turn. Margaret, at the age of 44, was diagnosed with breast cancer. It was a devastating blow, but we made the decision to continue working together on our new brand. There was another cruel twist when, just six weeks later, I was also diagnosed with breast cancer.
A slower pace
The momentum we had in our business needed to slow right down. For the next eight months, during our treatment, we became our own best customers and product testers, relying on the comfort of our self-warming eye masks to help get through the chemotherapy, surgeries and sleepless nights. We worked on our brand in the pockets of time when we felt well enough, and it was during this journey that Maragret and I discovered the true significance of rest and self-care.
“Recognise that rest and self-compassion are not luxuries but essential components of success.”
The name we had given our business resonated deeply as we fought our battles against cancer – Lula means ‘warrior’, symbolising our belief that every woman possesses inner strength but must also honour their need for rest.
One of the key elements in building our brand was creating a strong community. We wanted to offer more than just a great product; we wanted to help create new self-care habits. Through press and social media, we engaged with our customers by openly sharing our personal journey. We built trust and loyalty and encouraged them to prioritise their wellbeing. The response has been overwhelming. People resonated with our message, and a loyal community began to form.
We are deeply touched by the beautiful messages we constantly receive from our customers, sharing how our warming eye masks have helped improve their sleep, soothe dry eyes, or provide comfort for those facing challenges such as cancer. The impact of our simple product brings us immense happiness.
After going through cancer, we realised that life was too precious to waste on the pursuit of business success at the expense of our wellbeing. In a society that often glorifies the hustle, it was crucial for us to maintain a healthy balance between rest and entrepreneurship. We finished treatment, both cancer free, thankfully, but with a few more medical hurdles ahead of us, we knew we needed to prioritise our own healing and wellbeing above everything. This meant setting boundaries and practising self-care while still building our brand that we’re so passionate about.
One of the strategies we implement is time blocking. We allocate specific periods for work, rest and family time. By compartmentalising our days, we ensure that each aspect of our lives receives the attention it deserves, allowing us to work efficiently during dedicated work hours and fully engage in rest and family activities without the guilt of neglecting our business.
We put our mental and physical health first, no matter how busy we are with our business. We’ll often start the day after school drop off by going to the gym, yoga or for a walk and we are also big believers in a quick afternoon power nap (with a Lula Eye Mask of course). I think women, in particular, feel guilty taking time out for themselves but we have learnt it’s not a luxury, it really is a necessity. We all need the reminder that self-care is not selfish.
Taking breaks throughout the business day is another important aspect of our rest-centric approach. Stepping away from the screen and allowing ourselves to recharge not only increases our productivity but also fosters creativity. We find that our best ideas emerge during moments of relaxation.
Additionally, we practise self-compassion and embrace the concept of ‘good enough’. We have learned to let go of perfectionism – which has been very hard but so important for me to do – and understand that rest is just as essential for our success as hard work. Deadlines are almost always self-imposed, so if necessary they can be changed. This mindset shift may slow down our business growth but it allows us to release unnecessary stress and cultivate a healthier work-life balance.
Great teams provide support
As our business grew, we realised the importance of building a supportive team. Instead of hiring staff, which we thought may add too much stress, we decided to build a team of freelancers. Our lean but mighty team boasts female leaders in graphic design, marketing, PR and distribution. These experts in their fields have been instrumental in our success, bringing their unique skills and perspectives, allowing us to focus on our core strengths. This support system not only lightens our workload but also provides invaluable guidance and expertise.
We have been thrilled with the rapid growth of our business, achieving an unexpected quarter of a million in sales in our first six months. After launching two years ago, Lula Eye Masks are now stocked in over 100 stores around Australia and New Zealand. We were so humbled that I was recently recognised as one of the Top 50 people in eCommerce for 2023 by Inside Retail.
Our journey has shown us that building a successful eCommerce brand while prioritising rest is not only possible but also essential for long-term sustainability and personal fulfilment. By embracing rest as a strategic advantage, we have created a thriving business that aligns with our values and has a positive impact on the lives of others. We encourage fellow entrepreneurs to prioritise their wellbeing in their own journeys, knowing that rest and self-care are not obstacles, but stepping stones to a more fulfilling and balanced life.
Takeaways
Define your mission: Identify a purpose that goes beyond financial gain. Lula Eye Masks’ mission to help people prioritise rest became the driving force behind our brand’s success.
Build a supportive team: Surround yourself with talented individuals who share your passion and can contribute their expertise. A strong team will enable you to delegate tasks and focus on what matters and what you love most.
Embrace self-care: Recognise that rest and self-compassion are not luxuries but essential components of success. By taking care of yourself, you’ll be better equipped to handle the challenges that come with entrepreneurship.
Engage with your community: Create a community around your brand that resonates with your mission.
Find balance: Strive for a balance between work and rest. While it’s natural to devote much time and effort to building your business, remember that your wellbeing is most important.
This story first appeared in issue 41 of the Inside Small Business quarterly magazine
