It’s become pretty popular for businesses, especially those with a strong owner personality, to write an end-of-year letter. These are understandably opportunities to reflect on the year passed, what’s been learned and what lies ahead. I truly love this tradition, but I also think these letters often lean toward rose-tinted reflections, glossing over the hardships, doubts and challenges that, in reality, can be more meaningful than the wins.

So this year, as I sit down to write, the glasses are coming off. The hearts and roses are set aside. And the real talk is taking over.

I remember getting to the end of 2024 and thinking, “well, it can’t get any harder than that.”  Honestly, I can’t even remember what was so hard in 2024 because 2025 rushed in, quickly brought me to my knees, then faceplanted me right into all the muck, stepped on my back and finally, challenged me to get up and do it all over again, day after day for the past 12 months.  

I know I am not alone in feeling this way.  I have had countless local and online shop sisters in the US, UK, and Australia who have shared the same sentiment throughout the year - some of whom made the decision to call it quits.  Now, before any of you start getting nervous, Wovenwood is not going anywhere.  We’ve planted roots, and the seedlings are only just beginning their growth journey. That said, the unpredictability and constant turbulence of 2025 forced me to take a hard look at how Wovenwood operates, what really matters, and what needs to change. And change is coming in 2026.

Some changes I'm not yet ready to share, but what I can say is this – these changes are not about pulling back; they are about getting clear.

Wovenwood today looks very different from the business I started nearly three years ago. We have an incredibly loyal core community. Customers who come back again and again, who recommend us, who understand the heart behind what I curate and create. I quite literally get up for these people. I know their names. I know their past orders. I know if they’re renovating, moving, or starting a new chapter. And most of all, I’m deeply grateful for the role they’ve played in carrying Wovenwood through these first few years.

At the same time, the growth we’ve seen this Christmas season has been quietly staggering. Since launching our Christmas collection, new customer orders have been double those of returning customers. That tells me something important. There are so many people out there who have not yet discovered Wovenwood, and that feels full of possibility.

That combination, deep loyalty alongside real untapped reach, tells me we are not at the end of something. We are merely at the beginning.

In 2026, my focus will be on building Wovenwood in a way that is more intentional and sustainable and that better reflects how our community actually shops and connects. This will include opening Wovenwood up to an international audience, something I have wanted to do for a long time. It will also mean beginning conversations about placing our exclusive collections with a very small, carefully chosen group of retailers who truly align with what we do. This will be slow and considered, exactly as it should be.

What will not change is the soul of this brand. I will continue to focus on offering unique collections, inspired by both American and European design, that simply aren’t readily available here in Australia. And yes, you’ll still be getting quirky Tracy, with the Insta-LIVE babbling, the tangents, and the perfectly imperfect delivery.

If this year has taught me anything, it is that growth does not always look like more. Sometimes it looks like refinement. Like choosing the long road and trusting that roots are growing, even when you cannot yet see them.

Thank you for being here. Whether you have been part of this community since the beginning or you have only just found your way here this season, you matter more than you know. You are the reason the next chapter feels possible.

There's so much more to come, my lovelies!