28/05/2026
A lot of people have been asking me why.
Why close Dusty Creek?
The truth is, it’s not just one thing.
It’s a hundred little things that slowly made me realise the life I built no longer aligns with the life I want.
When I started Dusty Creek, I was a different person.
I was younger. Hungrier. Happy to hustle around the clock. Happy to live on social media, answer messages at midnight and spend every waking moment building a brand.
But somewhere along the way, I realised I was spending more time on screens than I was living my own life.
The business grew, but so did the pressure.
Rising costs, taxes, freight, endless changes to social media, and running a business largely on my own became a heavier load every year.
Then my health started tapping me on the shoulder too.
At 43, I’m learning that success means something different to me now.
I don’t want a bigger following.
I don’t want to spend my life chasing algorithms.
I don’t want my phone dictating my day.
I want simplicity.
I want privacy. Have a life that is mine, not one everyone has a gasbag about.
I want to spend more time outside and less time online, edit photos not hours battling websites apps subscriptions and email campaigns. It’s just not me.
I want to get back to my roots.
To tell stories.
To create.
To travel.
To breathe.
Dusty Creek gave me opportunities I could never have imagined, and I’ll be forever grateful for every customer, every order, every photo and every conversation.
But sometimes the bravest thing you can do isn’t to hold on.
It’s knowing when it’s time to let go.
And for me, that time has come.
The next chapter looks a little quieter.
I’m still unsure what I’ll do, sell or put it on ice.
Just need to stop - and catch up. Mentally, emotionally and financially.
And honestly?
That sounds pretty effing good to me.
