Episode 4: Growing up too fast, the other side of the story
Dear female readers,
We're back for this new episode. Last time, I told you about the Covid episode. This completely crazy period was a real turning point for Ginette Garde. A springboard, even.
In just a few months, the brand grew at a speed I never could have imagined. Orders exploded , new products were constantly being launched, and I was fueled by incredible energy. So much so that I already saw myself at the head of a large company. I had a thousand projects for Ginette and I told myself: “This is my moment. And I'm certainly not going to miss this opportunity.”
But looking back, I realize that this period was completely out of time. Almost a mirage. And I sincerely think that many of us were taken in by this illusion.
It's important to remember the context: the entire world was in lockdown. No businesses were open. The major retailers, the ones we saw everywhere, suddenly came to a standstill, and many hadn't yet truly developed their e-commerce presence. Then there were us, the small brands born on social media . The 100% digital brands, those that already knew how to sell online and speak directly to their community.
You could no longer buy in stores… but you could still buy online. And that's where everything took off for Ginette Garde. So, was it luck? I don't know. But being there at the right time, that's for sure.
The first lockdown ended, and I was completely overwhelmed. I restructured the company , rented offices, expanded the team, production increased, and sales continued to rise. I felt like I was at the peak of my success. Then came the second lockdown. But this time, it wasn't frightening. You were still there for me, and in the meantime, everything had changed: I was no longer just offering a few designs, but entire collections. There was an incredible adrenaline rush.
And then the months go by. The second lockdown ends, shops slowly reopen, travel resumes, restaurants fill up again… in short, real life returns. And I didn't see that coming right away.
Because, in reality, during this whole period, we were in a kind of limbo . A time when people consumed differently and when a huge movement of solidarity arose around small businesses and independent brands. But inevitably, at some point, everything went back to normal. Budgets changed, priorities changed too. Holidays, outings, and plans resumed their normal course.
And that's when the entrepreneurial rollercoaster began. Sales started to decline gradually . Not because the brand was no longer appealing, but simply because that exceptional period was over.
Except that, in the meantime, I had built a business based on figures that ultimately didn't reflect reality . Like many entrepreneurs at that time, I had aimed too high, too fast. We were still making good numbers, but my expenses remained enormous.
So I had to make some tough decisions . And the hardest one of all was firing people. I can tell you I hated it. I even cried. Because at that point, even though the company had grown, I didn't yet have HR to handle that kind of situation for me.
But entrepreneurship is also about this: knowing how to face reality. Understanding that staying in denial never saves a business . So I restructured, downsized, and reorganized to be able to continue. And if I had to do it again, I would.
Moreover… I had to make other difficult decisions afterwards, but for very different reasons.
In the next episode, I'll tell you about my experience at the labor court . How I went through it, what I learned, and above all, this rarely discussed reality: bosses aren't always the bad guys. Sometimes, they too can find themselves victims of certain situations.
And believe me… that episode also deserves to be told.
See you soon,
Manon