‘Just crickets’: Aussie makes brutally honest video after launching business

A young Australian woman has gone viral after making a brutally honest video about the launch of her business.

A young Aussie has opened up about the not-so-glamorous side of owning a business after she faced a brutal set back.

When Everly officially launched her swimwear brand, Maev Swim, earlier this month, she didn’t expect to be inundated with sales.

The 23-year-old Sydney local thought she would likely get a few orders to start, with interest building as she increased the brand’s recognition and online following.

What she didn’t anticipate is that she would launch the brand she had put her heart and soul into for the past 12 months, picking up a second job just to make it a reality, only to get zero sales.

She was understandably “deflated” and, in the moment, decided to share her situation on social media.

In a video to TikTok, Everly explained she hadn’t received a single order since launching the previous day and, while she knows this isn’t unheard of for a lot of new businesses, “it still kind of sucks”.

“Everything you see online, especially on TikTok, really glamorises the process of launching a business. Sometimes you launch and it is just crickets,” she said, adding that she wanted to be “real” and to show others the reality of starting a business.

Speaking to news.com.au, the 23-year-old revealed she had expected things to start off slowly as she hadn’t carved out a lot of time to build anticipation before the launch.

“But it was still a bit disheartening,” she said.

“That said, I reminded myself it’s all part of the journey. I stayed proactive, sharing my experience honestly on TikTok, which ended up really resonating with some people.”

Everly’s decision to be honest about the setback turned out to be the right one, with her video quickly gaining more than 325,000 views and over 700 comments.

Soon after the video started to gain traction, Maev Swim received its first sale.

“I was actually at work when it happened and I couldn’t believe it,” she said.

The idea to start the brand came about as she had always struggled to find swimmers that fit well and felt flattering on a petite frame.

“I wanted to create something that embraced femininity and felt romantic but still wearable. Plus, I felt like everything else on the market was plain colours with no real design distinction,” she said.

Everly worked non-stop for 12 months creating the business. Picture: Supplied

Everly started working on the brand after graduating from university, with the whole process, which she described as a “huge learning curve”, taking about 12 months.

She has had to learn everything; from how to design a piece, how to source the right materials and manufacturers, and how to build the brand’s identity.

“To fund the entire project, I was working seven days a week, juggling two jobs while developing the brand behind the scenes,” she said.

“It was exhausting, but I was determined to bring the vision to life without cutting corners.”

The experience has taught her a lot of things about owning a small business that you can’t really understand until you are neck deep in the process.

One of the things she thinks people often underestimate is the financial investment required and the uncertainty that comes with starting a business, noting that “success is never guaranteed”.

“It’s a journey filled with highs and lows but, so often, only the highlights are visible,” the business owner said.

“That’s why I believe it’s crucial to document the full experience, not just for yourself, but also to provide an honest perspective for anyone considering starting their own business.”

She even picked up a second job to help fund her dream. Picture: @maevswim/TikTok

She launched Maev Swim in May. Picture: Maev Swim

While there is no denying the first week after launching her business was tough, since her video went viral she is seeing the momentum for her brand slowly building, with more orders coming through.

However, while Everly has received a huge amount of encouragement online, the response hasn’t been entirely positive.

She has faced criticism for the price of her products, with social media users comparing her prices to those offered by fast-fashion outlets like Shein.

But the 23-year-old hasn’t shied away from the criticism, openly discussing her prices, explaining the process behind them and why she can’t compete with the prices offered by larger companies.

“It can be tough, especially when people don’t understand the true cost of using sustainable materials, producing in small batches and ethically made products,” she said.

“I try to remind myself that not everyone will understand the difference between fast fashion and a small, considered brand.”

She has also addressed criticism about Maev Swim’s size range, with the brand currently only offering up to an AU12.

In a video addressing one of these comments, Everly said she understood the current range was “not inclusive enough” and it was “fair enough” that people had concerns.

She explained that, as a fully-self funded small brand that was only just starting out, she had to make some “tough decisions” during the sampling and production process.

“Which meant I couldn’t range all the sizes that I wanted to. I could barely afford to range four to be honest,” she said.

“But, please know that expanding my sizes is up there with one of the highest priorities on my list as soon as I have the resources to do so.”

Ultimately, Everly hopes that by sharing her experience online that she can inspire others to do the same.

“Share your journey. Be honest. And above all, be kind, especially online. We don’t see enough of the messy, behind-the-scenes parts of business, and I think it’s time we normalise that,” she said.

Originally published as ‘Just crickets’: Aussie makes brutally honest video after launching business