‘Defeated’: Aussie reveals the difficult reality of starting a business

A business owner has taken to social media to share why she feels “defeated” after making zero.

When Emily Jane set up her stall at Sydney’s Paddington Markets, she was hopeful, but by the end of the day, she’d made $0.

Ms Jane, 36, owns Dawn and Dusk Co, a loungewear brand designed to be worn in bed and out of the house.

She was keen to make sales at the popular markets.

“I started with the idea of the fact I love to be comfortable, and I designed them to be cute enough that you could wear them out of the house,” she told news.com.au.

Ms Jane came up with the idea in 2022 and registered her business in April that year, but she didn’t launch it until July 2024.

The 36-year-old, who used to be a teacher and now works part-time in learning and development, is passionate about the product she’s created.

It has also been challenging.

She said her business started from the idea that she loves being comfortable. Picture: TikTok/Dawn & Dusk Co

She explained that by the end of the day she did feel “defeated”. Picture: TikTok/Dawn & Dusk Co

When she arrived at Paddington Markets, she wasn’t sure what to expect, but she was certainly hopeful she’d at least break even.

It costs $160 to have a stall.

“It was the first time I’d done Paddington Markets, and I’d done Bondi with varying results, but I’d never had a day where I didn’t make anything,” she said.

“I do always go in with the mindset that I could come away with no sales.”

After spending hours at the market, talking to people, explaining her product, and putting herself out there, it was heartbreaking to learn that she had made no sales.

“I felt pretty defeated and deflated,” she said.

“I made zero sales. I didn’t even make my stall money back.”

She is really invested in making her business work. Picture: TikTok/Dawn & Dusk Co

She said when you start a business you need to have an “open mind”. Picture: Supplied

Online, she shared the experience and even showed that her business account was down to a measly $30.

Ms Jane explained that even though the experience was tough and she had a bad day, she’s aware that it is going to take time for her business to grow.

“You have to go in with an open-mind as a business owner, particularly when you’re starting out you’re trying new things,” she said.

“I am aware that when you start a business, you can’t expect it to take off overnight.”

Even though she made no money that day, she said she still had the opportunity to have “beautiful” conversations with people.

“Unfortunately, people weren’t buying on the day, and a lot of other stall owners were finding the same thing,” she explained.

She’s aware that it is going to take time for her business to grow. Picture: Supplied

Ms Jane said she chose to share that she had a bad day at her business because she wants to be honest.

“There’s got to be other people out there that are feeling the same as me,” she said.

“It is also just a reminder to myself and I can look back on it and see where I’ve started from.”

Ms Jane said that when you’re running a business by yourself it can be “lonely”, and often the people she compares herself to be other business owners online.

“It is all smoke and mirrors, and it can be quite lonely. When you see people succeeding, you’re happy for them, but you’re like what does it take to that point?” She said.

Ms Jane said she’s learned not to compare herself to people who are on day 500 of their business journey when she’s still starting out.

With that in mind, even though she found the day hard, she just reminded herself that she had started the brand for a reason.

She went home, spent time with her family, and reminded herself that “tomorrow is a new day”.