Ever had that moment where you think, what on earth have I signed myself up for? That was me, boarding a plane to New York, leaving my husband and two kids behind for the first time, heading to my first international trade show, and wondering if I'd lost my mind. But here’s the thing... big things don’t happen in your comfort zone.
A Reunion and a Helping Hand
Enter my old friend Rob, superhero, and trade show saviour-who I hadn’t seen in nine years but turned up like no time had passed. Not only did he pick me up from the airport, but he also bought and cut all my shelves to size beforehand and helped me set up my booth. A solid reminder that sometimes, the universe just delivers exactly who you need, when you need them.
Choosing NY NOW
NY NOW had always been on my radar. I’d watched U.S. brands showcase their work there and thought, one day, that’ll be me. But I’d also heard that Shoppe Object was the show for independent brands, and I was stuck on the waitlist. In the end, I just thought, f**k it, I want my brand in the U.S., so I took the leap. No regrets.
Walking into the venue on day one, I was hit with that surreal feeling of I’m actually here. The energy was infectious, and there was something exhilarating about seeing my work in a completely new market.
The Show: Wins, Quiet Moments & Little Victories
Was it non-stop madness? Nope. There were quiet spells that had me questioning everything, but the wins made it all worth it. I met so many incredible independent retailers, connected with fantastic buyers, and landed orders from super cool stockists like The Museum of the City of New York and McNally Jackson.
We also launched the Mini Icons range and a brand-new product - stickers - at the show. It was exciting to see how they were received, and even more exciting to see which cards became instant favourites. Our New York Cookie card from the Mini Icons range was a bestseller, along with the humble Pigeon - the very first card I ever designed.
Booth Neighbours & New Friendships
One of the best things about trade shows is the other exhibitors. My booth neighbour, Charlotte from The Silicone Straw Company, was also a first-timer, and we instantly clicked. Her husband was there too, making it a proper little gang. Plus, I traveled with my good pal Jess from Rumble Cards, and we made it a nightly tradition to eat together-whether it was amazing 'garlic knots' from the pizza place down the block or a very questionable Chinese dinner featuring raw chicken dumplings. These little moments of camaraderie made the entire experience richer.
A Tourist for a Day
After the show, I had one glorious, responsibility-free day to explore. Rob and I walked the High Line, strolled over the Brooklyn Bridge, and took in the New York-ness of it all. It’s wild how much the city has changed since I last visited 20 years ago, but it was still buzzing with that electric energy that makes you feel like anything is possible. Cue Alicia Keys and Jay-Z’s ‘Empire State of Mind.’
Reflections: A Journey Worth Taking
Did I miss my babies? Of course. Was it daunting? Absolutely. But this trip reminded me that I am more than just a mother - I am a creator, an entrepreneur, and a dreamer. Stepping away allowed me to return stronger, more inspired, and more confident in what I’m building. And let’s be honest, having a bed to myself for a week was an unexpected luxury. Would I do it again? In a heartbeat.
If there’s anything I’ve learned from this experience, it’s that taking risks, embracing uncertainty, and pushing past fear leads to the most rewarding adventures. As Terence McKenna so wisely said, "Nature loves courage. You make the commitment and nature will respond to that commitment by removing impossible obstacles. Dream the impossible dream and the world will not grind you under, it will lift you up. This is the trick. This is what all these teachers and philosophers who really counted, who really touched the alchemical gold, this is what they understood. This is the shamanic dance in the waterfall. This is how magic is done. By hurling yourself into the abyss and discovering it's a feather bed."
Sometimes, you just have to jump and trust that you’ll land exactly where you need to be.