Juniper

Juniper turns 7 this month. Seven years. I still have to say it twice for it to sink in. What started with a feeling, crawling into crisp hotel sheets at a small boutique hotel on Mallorca and thinking, why should you have to check into a hotel to sleep this well, has become something so much bigger than I ever imagined. Over 30,000 customers. An incredibly loyal community that comes back again and again. I'm endlessly grateful.

This year I want to do something different. Instead of looking back at the full journey, I want to take you behind the scenes of the past year, the real version. The wins, the tough months, and everything in between.

A strong start and a wake-up call

The year began on a high. We had momentum, new customers were finding us, and the team was firing on all cylinders. But as spring arrived, something shifted. Sales weren't developing the way we'd hoped. Instead of stopping to listen to that gut feeling, the one that quietly tells you something's off, we just kept pushing forward.

If there's one thing entrepreneurship keeps teaching me, it's how important it is to trust that instinct when things don't feel right. Eventually I sat down and started digging, and I found the cracks. In our communication. On the website. Small things that added up, making the experience less clear and less intuitive for the people visiting us. The kind of things you don't notice until you really look.

The toughest month

May was hard. I don't quite know how to put it into words. There have always been ups and downs on Juniper's journey, but this was different. It felt like all the energy, all the drive, was just gone.

I couldn't hide it from my team, Louise and Julia, my two colleagues. But I think that was actually the turning point: allowing myself to be vulnerable in front of my team. It didn't make us weaker. It made us closer. They've always stood by me, but after that period, it felt like family.

We put in an incredible amount of work through May and June. Late nights, honest conversations, rebuilding the experience you deserve from the ground up. And then, we caught up.

From solo founder to a tight-knit team

You ran Juniper alone for several years, but today you have a growing team. How has that shift been?

It's a milestone in itself. Just being able to take a coffee break and know that things are running smoothly without me, it might sound small, but for me that was a huge moment. And now, planning my first real vacation? That's something I never even considered before. The best part is knowing my team will keep doing an amazing job even when I'm not there.

Juniper's team is like my second family. Seeing them grow, both individually and together, is one of the most rewarding parts of building a brand. For years I did everything myself, but now we have specialists in Meta Ads, CRM, social media and B2B. We're a creative team, not just in coming up with ideas but in actually making them happen. I think the key is how we challenge, support and push each other, while staying open to learning new things. It's a mix of mindset and group dynamics. You need both.

An autumn to remember

The second half of the year was everything we'd worked for. We welcomed so many new customers, signed several new restaurant and hotel partners, and most importantly, you kept coming back. Again and again. That means everything to me and the team.

The fragrance that took off

Our fragrance collection had a moment. In just a few months at the end of autumn, our scents moved into over 4,000 new homes. For those of you who love our fragrances, I can promise there's a lot more coming on that front. Stay tuned.

2026: the year everything sold out

The new year started with a situation I never expected: sold out across the product groups. Favourite colours in bed linens, towels, bathrobes, gone. I'm convinced that so much of that is because of you. Word of mouth. You're so generous in telling friends and family about Juniper.

Every time I spot a Juniper tote bag out in the city, my first thought is always that it's someone I know. And then it hits me: it's someone from my Juniper family. And that family is growing faster than ever right now.

A new chapter: the Classic Collection

In April we launched the Classic Collection, our new line in a crisp cotton percale weave with a 300 thread count. Long-staple cotton that feels cool against the skin, the feeling of freshly pressed sheets at a beautiful Mediterranean hotel. The response has been incredible, from media, from interior designers, and from you.

Thank you

None of this would have happened without you. Without every order, every review, every message from someone telling me they can't sleep in anything but Juniper anymore.