Our Near-Collapse: When “Success” Almost Broke Us

Hey.

Have you ever heard the saying, 

“Sometimes your greatest victory can be your biggest downfall”? 

That’s exactly what happened when HUSH got featured on Dragons’ Den.

We were thrilled: the exposure was through the roof, and orders flooded in like never before. But we hadn’t yet built a solid supply chain to handle thousands of blankets shipping out in a matter of weeks. 

Which meant what? Delays, backorders, and angry customers. We were one meltdown away from having our brand’s reputation obliterated at the exact moment we were supposed to be celebrating.

I vividly remember staying up until 3 AM, personally emailing people who were upset. At one point, I thought, “Is this how it ends? 

We get our big break on national TV, only to crash and burn because we can’t deliver on time?” 

Fortunately, I’d learned from earlier failures that honesty goes a long way. So we told our customers the truth–no corporate doublespeak, no blame game–just open communication about shipping times, refunds, whatever it took to make it right.

That vulnerability turned what could have been a PR nightmare into a loyalty boost. People appreciated the authenticity, and many even said, 

“I’ll wait. Just keep me posted.”

This experience gave me a new appreciation for how delicate D2C can be. One minute, you’re riding high on the wave of virality. The next, you’re dealing with logistical nightmares. But if you show people you actually care, they’ll stick by you.

Now, if you’re building something and hitting those scary moments–trust me, they can be turning points, not end points. Tomorrow, I’ll tell you about a random hangout with my buddy Chris that led to the creation of a brand-new venture we never saw coming.

Get excited,
Aaron