Dear Diary: Reflecting on My Hardest Year, From Record Sales to Creative Burnout
A nod to the year that tested me, taught me, and reminded me to love that journey for me.
As I sit down to reflect on 2024, one thing is clear: this year was my hardest yet. paper&stuff has always been a labor of love, but this year tested that love in ways I didn’t anticipate. From slow revenue months to creative blocks, I found myself questioning what’s next more often than I’d like to admit. And yet, through all the challenges, there were moments of clarity and celebration — glimpses of why I started this journey in the first place.
Here’s a look back at the wins, the lessons, and what I’m carrying with me into 2025.
Big-ish Wins
2024 started on a high note with my best revenue month ever in January. It was thrilling — a moment that made me feel like everything I’d worked for was finally clicking into place. I thought, “This is it — 2024 is going to be the year.” While the rest of the year didn’t quite live up to that excitement, that milestone reminded me what’s possible and gave me a touchstone to revisit during tougher moments. And yet, when I zoom out, this year actually brought in the highest overall revenue I’ve ever had for paper&stuff — so technically, it was a win. The year just didn’t unfold the way I’d envisioned.
2024 revenue highs and lows — a year that started strong but kept me on my toes. (a poem)
Another bright spot this year was continuing my partnership with Givingli, a gifting app that helps people send personalized digital cards and gifts with ease. This year, they licensed 20 more of my designs — a collaboration that always feels like an honor. Givingli first reached out a few years ago, and every time I see my work resonate with their audience, it’s a powerful reminder of the unexpected opportunities that come from putting your work out into the world.
Trade Shows and Turning Points
This year, trade shows brought their fair share of memorable moments. At Noted in San Francisco, I had the chance to reconnect with a long-time customer who hadn’t ordered in years. They placed a huge order, and it was such a validating moment — a reminder that relationships built over time have a way of circling back, sometimes when you least expect it.
NY Now, however, was a whole different kind of experience. It started with a bit of a mix-up when I arrived to find my booth neighbor had accidentally set up in my space. What could have been a stressful situation turned into an opportunity for collaboration — we swapped spaces without a hitch, and they turned out to be fantastic neighbors.
My biggest booth investment yet. Seeing it all come together felt like a bold, colorful step forward.
This was also my biggest booth investment yet — a $10,000 leap of faith. For some brands, that’s just the cost of doing business, but for me, it was a significant and nerve-wracking risk. The payoff wasn’t just in sales — it was in seeing the paper&stuff brand come to life in a physical space that truly embodied its playful, bold identity. That moment alone made the risk worthwhile.
Experimentation: The Good, the Bad, and the Insightful
One of my goals this year was to push my design boundaries, particularly with illustration-heavy cards. It was exciting to flex new creative muscles and explore how these designs could fit into my collection. But when the sales data rolled in, the results were clear: they weren’t resonating as I’d hoped.
While it wasn’t the outcome I wanted, the experience clarified what works for my audience and what doesn’t. Experimentation is rarely wasted — it’s part of the process of refining and evolving.
A look at every card I published in 2024 — each one a step forward in exploring new styles and ideas.
I also brought on my first-ever social media intern this year. It was a leap to see if paper&stuff was ready for extra hands, and while I learned a lot, I also realized there’s work to be done in articulating a clearer vision. For platforms like TikTok and Instagram Reels, it’s not just about design — it’s about defining the tone, content, and framework that feel authentic to the brand.
When Creativity Hits a Wall
Earlier in the year, designing new products felt effortless — ideas were flowing, and I couldn’t wait to get them out into the world. But as the months wore on, I hit a creative wall. Concepting, sketching, and designing, something that usually brings me joy, started to feel heavy.
This is one of the hardest parts of running a creative business: knowing that your output doesn’t always match your input — or how badly you want it. But I’m learning to teach myself patience, to ride out the waves of creative energy, and to trust that inspiration will come back when the time is right.
Reflections on a Hard Year
This year wasn’t just tough financially — it was emotionally challenging, too. Revenue fell short of my expectations, which meant tough decisions and some reevaluation of what’s next. I had hoped to increase my take-home salary this year, but that just wasn’t possible.
The hardest part, though, has been the uncertainty. Is this a bump in the road, or is it time to pivot? I don’t have a clear answer yet, and sitting in that ambiguity isn’t easy. But one thing I know for sure: I love what I do. If paper&stuff ever did pivot, it wouldn’t be the end — it would be the start of something new.
Looking Ahead to 2025
As I think about 2025, I feel equal parts cautious and curious. I’m excited to dive into new digital product offerings, including some (non-design!) consulting work that’s been quietly percolating behind the scenes. Licensing opportunities are another area I want to explore more deeply — they’ve brought so much joy and growth to the business, and I’m eager to see what’s next.
If 2024 taught me anything, it’s that growth doesn’t always mean bigger. Sometimes, it means clearer. More intentional. More aligned with who you are. Here’s to 2025 — whatever it may bring.
