Fridays with Kriss: The People Who Keep Us Going

The past week has been quite emotional for me. In a good way, of course.

I had a quick visit to Estonia, and it reminded me of something I don't talk about enough: being an entrepreneur is a lonely journey. You meet a lot of people - so many people - but most of these encounters are quite brief. Our team isn't big, so our "extended family" is very important to me.

On Thursday morning, I had a fun shoot with our videographer Getter in the aisles of a supermarket food section, filming milk bottles for our next video. (Yes, milk bottles! You'll see why soon.) Moments like these - creative, slightly absurd, full of laughter - remind me why I love what I do.

But meeting our long-term customers? That's another level of emotion entirely.

Our customers are why we do it. Why I do it. Meeting the people who are the first in line to support us, who come back season after season, who truly get what we're trying to create - that's something else. These aren't just transactions. They're relationships.

Entrepreneurship can be lonely, yes. But when I think of all of you - wearing our pieces, sending messages about how they made you feel - I realise I'm not alone at all.

Thank you for being here. Thank you for being you.

Kriss 🤍