Over a year ago, Row & Whit existed mostly as an idea, a dream.
For years, whenever we were shopping or trying on clothes, we found ourselves having the same conversation. The fit wasn’t quite right. The fabric wasn’t what we wanted. The silhouette felt off. There was always something we wished we could change. We would always joke, “One day we're going to design our own clothes.”
Since then, we’ve learned more than we ever could have imagined. While there are endless resources on how to start a business, there are fewer conversations about what it actually feels like once you’re in it , the realities, challenges, and lessons that only come from doing.
As we reflect on our first year, here are a few things no one tells you about building a business.
Build Slowly, Build Intentionally.
It’s easy to feel pressure to move fast. To launch sooner, expand quicker, and constantly chase what’s next.
Social media has a way of making success look immediate. We watched founders launch brands that seemed to explode overnight and naturally assumed our journey might look similar. What we’ve learned is that most successful brands build over years, not months. What we see online is often the highlight reel, not the decade of work that came before it.
What we’ve learned is that building something meant to last requires patience. We’ve tried to approach every decision from product development to operation with the long term in mind. Not every opportunity is the right opportunity and not every decision needs to be made overnight.
Sometimes moving slower is actually what allows you to move further.
Patience Is Part of the Process.
Samples take longer than expected. Production timelines shift. Projects that seem simple suddenly become complicated.
We originally thought this collection would be completed by the end of April and launch in May. As I write this, we’re preparing for a mid - June launch instead. Delays can feel frustrating at the moment, but we have learned that rushing rarely produces the best result.
One of the greatest lessons of our first year has been accepting that progress rarely happens as quickly as we’d like. Building a strong foundation takes time and many of the most important parts of a business happen behind the scenes, long before anyone else sees the finished product.
Know Your Strengths, and Where You Need Support.
When you’re first starting out, you wear every hat.
Designer. Customer service representative. Content creator. Accountant. Fulfillment associate. Problem solver.
The truth is, Cate and I often have no idea what we’re doing. Most days we’re learning in real time. Entrepreneurship is one giant exercise in figuring things out as you go. There isn’t a handbook for every challenge, so a lot of progress comes from being willing to start before you feel completely ready.
Over time, we’ve learned the importance of understanding where our strengths lie and where we need help. Some of our best decisions have come from asking questions, seeking advice, and leaning on people who know more than we do.
Things Will Not Go According to Plan.
This might be the most universal lesson of all.
No matter how organized you are, something will eventually go wrong. A shipment gets delayed. A sample arrives incorrectly. Timelines change. A problem appears that you never could have anticipated.
The goal isn’t to avoid challenges. It's learning how to stay calm, think creatively, and focus on finding solutions rather than dwelling on setbacks.
This is a muscle we’ve had to develop. When you care deeply about something it’s easy to want everything to go perfectly. But building a business has taught us that perfection isn’t the goal, adaptability is.
You Will Be Humbled.
There is something incredibly humbling about building a business.
You’ll make mistakes. You’ll second guess yourself. You’ll realize how much you still have to learn.
But humility has also been one of the greatest gifts of this experience. It keeps you open to feedback, willing to learn and grateful for every milestone big or small.
Cate and I genuinely thought we could post a few photos on Instagram, launch a website, and people would immediately buy our clothes. We were quickly humbled. Building a brand requires trust, consistently, and time. We’ve learned that customers don’t just buy products, they buy into a story, a vision, and a relationship. Earning that trust is something that happens slowly, one interaction at a time.
Never Lose Sight of the People Who Supported You First.
The most meaningful part of this journey has been the community that believed in us and supported us from the beginning.
As a brand grows, it can be easy to focus on reaching new customers, but we’ve learned the importance of staying connected to the people who supported us early on. Listening to their feedback, and continuing to build alongside them.
Some of our earliest customers are still the people who engage with our content, provide feedback, and cheers us on from afar. Their support helped turn Row & Whit from an idea into a reality, and we never want to lose sight of that.
Looking Ahead.
Almost one year in, we certainly don’t have everything figured out.
Recently, we wrapped up a shoot and walked away thinking, “We wouldn’t change a thing.” Everything ran smoothly, the execution felt effortless, and for the first time it felt like all the pieces had fallen into place. But that moment didn’t happen by accident. It came after countless shoots, revisions, mistakes, and lessons learned along the way. What actually felt seamless was actually the result of a year’s worth of trial and error.
We’ve learned that building a business isn’t about having all the answers. It’s about showing up consistently. Staying adaptable, learning as you go, and trusting the process.
We're incredibly grateful for everything this first year has taught us and even more excited for what’s ahead.
Xx,
Cate & Care
