Where do I even begin to capture the whirlwind of 2024? It's been a year of unexpected twists, incredible triumphs, and lessons learned the hard way. Let's dive in together, quarter by quarter, as we peel back the layers and reveal the highs and lows of this unforgettable journey.
The year kicked off with a burst of energy as we settled into our new storefront at Perkins Rowe. It was a time of fine-tuning, of carefully curating the space to truly reflect the Sweet Baton Rouge® brand. We were finding our rhythm, enjoying the buzz of this exciting new chapter.
Q1: A Fresh Start and a New Beginning
January brought an unexpected thrill: we were chosen to be the exclusive local t-shirt provider for Origin Hotel! This was an exciting occasion to be on the opening team for this incredible hotel, expanding our downtown presence and introducing us to a new wave of customers. We soaked up the excitement, savoring every moment.
This quarter was a whirlwind of creativity. We launched a staggering 45 new designs as a whole for the year for 2024, including a vibrant Mardi Gras collection with nine unique designs decorated in purple, green, and gold. We also embarked on a new adventure: "Petey's Prattle," our video series. This was a long-held dream for me, a chance to connect more authentically with our audience.
"Prattle," as the name suggests, is a space for us to share our thoughts, interview local personalities, and offer a glimpse behind the scenes. For me, in particular, I wanted to embrace this opportunity to put a face to the brand, sharing my passion for all things Baton Rouge and the people who live in it.
Q1 brought us countless joys. We worked our way through the creation of our Crawfish Collection, adding a few more designs to this Louisiana line. We captured stunning photos at the Origin Hotel, showcasing the synergy between our brand and this beautiful space. And then there was the Beach Collective – a collection born from our shared love for the charming 30A communities. We poured our hearts and souls into these designs, capturing the essence of Louisiana's coastal obsession.
While the initial reception might not have matched our expectations, we remain incredibly proud of the Beach Collective. These designs are unique, and we believe in their potential. Perhaps the economy or our marketing approach needed a slight adjustment. Regardless, the Beach Collective will always hold a special place in our hearts, a testament to our creativity and our unwavering belief in our vision.
Q2: Navigating the Storm
The second quarter of 2024 brought unexpected challenges. The economic headwinds began to intensify, creating a turbulent environment for our businesses. This was particularly daunting as we had recently launched Petey's Press, our very own screen-printing operation.
I’m an entrepreneur at heart, and had a long dream of bringing the production process in-house. This wasn't a spur-of-the-moment decision; it was a vision I'd nurtured since 2021, a yearning to control every step of the creative process. I wanted to share the behind-the-scenes magic with our customers, showcasing the intricate steps involved in transforming an idea into a printed reality.
However, the reality of running a screen-printing business proved to be more challenging than anticipated. Doubts crept in, and I found herself grappling with unfamiliar territory. This was a stark contrast to the gradual growth of Sweet Baton Rouge®. The steep learning curve and the constant pressure were humbling experiences, reminding her that success rarely comes easy.
Despite these challenges, we persevered. We hosted our annual Blooms & Bites event for Mother's Day, shifting the format to an in-store experience. It was a beautiful day filled with local vendors and a vibrant community spirit. We also participated in Hot Art Cool Nights, showcasing our designs at Red Stick Spice and My Friend Kelly. This was a valuable experience as we engaged with the Mid City Merchants community since we had moved to our new location in Perkins Rowe away from government street.
To further expand our reach, we introduced "Rep Your Prep," a program allowing customers to purchase our popular prep designs in a wider range of colors. This initiative also benefited our wholesale partners, providing them with a convenient way to order these in-demand designs for their respective states. We see "Rep Your Prep" as a long-term project with the potential for significant growth.
Q2 was undoubtedly a period of intense learning and adaptation. We faced significant hurdles, but we emerged stronger, gaining valuable insights into the challenges and rewards of entrepreneurship. As we navigated these uncharted waters, we were constantly reminded that even the most ambitious dreams require perseverance, resilience, and an unwavering belief in our vision.
Q3: Finding Hope Amidst the Hard
June was a difficult month. Sales were slow, reaching a low point we hadn't seen in years. Where did everyone go? Vacation mode, perhaps? I confess, those were some of the most challenging weeks I've faced as a business owner. Tears were shed, and the weight of the economic downturn felt heavy.
The impact on our wholesale business was particularly significant. As our retail partners grappled with their own challenges, our wholesale orders dwindled, dropping by almost 50%. It was a stark reminder that the economic headwinds were affecting everyone, not just us. Glad as we headed into July that maybe the slowness was almost over.
Amidst the gloom, a glimmer of hope appeared. I decided to bring on an ad agency to help us expand our reach. After all, Louisiana boasts a population of over 4.5 million, not to mention the countless Louisianans living elsewhere who yearn for a taste of home through our apparel. We were simply not reaching our full potential. In fact, fast forward to December. I can’t tell you how many people said this to us.
I took a leap of faith by the end of July and I scheduled a meeting, and it proved to be a turning point, just what we needed. Working with this agency has been an absolute blessing. We've been able to connect with so many people across the state and beyond, sharing our love for Louisiana with a wider audience.
The excitement of Ultimate Tailgate began to build, injecting a much-needed dose of energy. This year, the event took on even greater significance as we integrated The Petey's Scholarship, my initiative I announced in October of 2022. (You can read more about this incredible day in our blog post.)
To further boost summer sales, we launched a "Sun's Out, Fun's Out" pop-up series, collaborating with other local vendors. This initiative provided a fun and engaging way to increase foot traffic during the typically slower summer months.
August brought a much-needed surge in sales, restoring our confidence and reminding us that brighter days were ahead. We launched 11 captivating new gameday designs, pouring our hearts and souls into each creation. The response was overwhelming! Three of these designs quickly became top sellers, a testament to our team's creativity and our customers' discerning taste. We also introduced five stunning fall t-shirts, with our "Tiger Ghost" design proving to be an instant fan favorite. We're already anticipating its return next fall and are currently brainstorming exciting new variations with our design team.
Q4: Triumph Of Gratitude
October, our birthday month, was a whirlwind of activity. We celebrated 14 years of Sweet Baton Rouge® with a renewed sense of purpose. The crisp autumn air brought a sense of excitement, and we embraced the season with a flurry of activities through lots of pop up events.
We continued our partnership with Mary Bird Perkins Cancer Center for the fourth year, raising over $3,000 through the sale of our Geaux Pink t-shirts. This year held a special significance as one of the models, a cancer survivor, was able to ring the bell, a powerful symbol of victory over the disease. Witnessing these moments of triumph always fills me with immense gratitude.
A significant milestone this quarter was the awarding of our first Petey's Scholarship. It's been an incredible journey, and I'm deeply grateful to everyone who contributed to this initiative to spotlight the ones that work hard but may struggle academically and financially. Through the generous support of our customers, we were able to raise $3,500 to support Reeve, a deserving student from Benton High School. Reeve's story of resilience and determination deeply inspired us.
My own journey to getting a college degree was far from easy. I faced numerous obstacles, but I never gave up. I firmly believe that with hard work and perseverance, anything is possible. That's why I'm so passionate about supporting students like Reeve. To Reeve, I say: "Trust in the process, and know that persistence and resilience will lead you to success."
November brought a wave of holiday cheer. We hosted our inaugural Sweet Baton Rouge® Holiday Mercantile, a two-week extravaganza featuring a curated collection of handcrafted, Louisiana-made gifts. The festive atmosphere was electric, filled with the sounds of laughter and the excitement of holiday shopping.
Our Better Than Black Friday sale proved to be a resounding success, exceeding all expectations. This 11-day sale not only boosted our retail sales by over 35% but also contributed to an overall 20% increase in sales for the year. This was a remarkable achievement, especially considering the challenging economic climate and the decline in our wholesale business. As I write this, reflecting on the year's sales figures, I can't help but feel a surge of emotion. I just had a big ugly cry, if I’m honest.
The year 2024 presented numerous challenges, forcing us to adapt and overcome. Through it all, I held onto this guiding verse: "For I am doing work in your days that you wouldn’t believe if I told you" (Habakkuk 1:5). Looking back, I can truly see God's hand at work in every aspect of our journey.
This year has been a blessing. We've supported local businesses, strengthened our community ties, and created a space that people truly love. It's been a testament to the power of perseverance, the importance of faith, and the incredible support of our amazing customers.
