As we wrap up 2024 and look ahead to 2025, I’m filled with gratitude for the progress we’ve made and excitement for what’s to come. From the very beginning of the year, Bess and I decided to make planning our word of the year. We knew that if we wanted to grow as a company—and not burn ourselves out in the process—we had to become more efficient in how we planned.
I’m proud to say that even though we weren’t perfect, we’ve made significant strides. Q4 threw us some curveballs, and unforeseen obstacles tested our ability to stay on track. But through it all, we’ve improved tremendously in our ability to plan ahead. We stuck to our commitment, and that alone feels like a major win.
For me, choosing a word of the year is a powerful tool for setting intentions. It’s less about having a rigid, quantifiable goal and more about having a core principle to turn to when making decisions. This year, planning has been our motto. It’s kept us focused and organized, and I’m excited to carry that forward into 2025.
But I’m not stopping there. As we reflect on what we’ve accomplished, I’ve realized that intentionality is the next step. For 2025, I’m adding this word to our focus. To me, being intentional is about making every action, every product, and every decision purposeful. It’s about taking the time to truly think through what we’re doing and presenting, ensuring it aligns with our values and vision.
This past year, we faced some changes—losing a few employees was tough, but we were also fortunate to gain some incredibly creative minds who have pushed me to think differently. It’s easy to get caught up in the day-to-day operations of running a business, but I feel like I’ve been challenged to show up in a new way, and that’s something I’m really excited about.
Looking ahead to 2025, I feel a sense of readiness. We’ve got a solid plan in place, and I’m eager to see it unfold. For the first time in a long while, we have the bandwidth to focus not just on the logistics of running Allie + Bess, but on the true intentionality behind our collections. Creating with purpose is something we’ve always dreamed about, but now, with the time and creative space to really dig into storytelling, I know it’s going to be a game-changer.
Running a business never gets easier, but with each year, I feel more confident in who I am, in my ability to lead others, and in standing behind a brand I love and truly believe in. 2025 is shaping up to be a year where our commitment to planning and intentionality will guide us to new places—and I can’t wait to see what that looks like.
Here’s to another year of growth, learning, and showing up authentically. Bring it on, 2025!
- Allie