05. The Insider's Guide to What Building My Business Actually Looks Like
A no-bullshit look at my days, missing revenue targets, new client wins, and what I've actually accomplished in one month. Plus a week of good news for the girls!
Hello from my corner of the internet where I've been overthinking this intro for way too long!
So much on my mind today but I am DONE! I REPEAT - I AM DONE! talking! about! tariffs! You get nothing else from me today.
I’m just in the mood to yap about all things fashion, running a business, wins for the girls and everything in between. Let’s party! It’s 90°! I’m alive baby!
I have no fun drinks to report today because sidebar: I (lovingly) bullied my friends into doing a little “let’s get really hot for summer” challenge the other week and made everyone put $$$ in what is essentially escrow being held by another friend so everyone would take it seriously, (insert teamwork, we’re more likely to hit our goals, loss aversion and so on) so I shit you not my desk has 2 waters and an Owyn protein shake on it (spoiler alert: it’s not good!). It’s the best of times and it’s the worst of times.
It's also been a month of building Market Edit + Retail Roundtable (they’re just a baby), and I'm breaking down all of it for you today and I mean the real shit - what my days look like, what I’m loving, what I’m not loving, etc. Just a full temp check + DL straight from my brain. We're going deep on what actually happens when you're building something from scratch- personal brand, network, business, all of the above.
We have a lot to discuss so let’s get this fun bus fucking going! I want today to feel like a $400 facial, a fat deposit in your bank account, not actually having to send back that return but getting the money back anyways, taking off your bra at the end of the day- you get it. So I made you this little playlist (“aw, you’re so sweet” you all chant in unison) for today!
First, let's set the vibe. Slip into that Sleeper feather-trimmed PJ set you save for special occasions (because all milestones count), pour a San Pellegrino with extra lime because hydration IS luxurious, and queue up that playlist I made you. It's Thursday night, and there's no time for sanitized bullshit over here.
Let's get into it, shall we?
Prada Group's acquisition of Versace for €1.25 billion brings the Italian icon back home, but marks a stunning half-billion-dollar+ loss for Capri Holdings in just over five years. The fashion equivalent of a distressed sale (Capri purchased Versace for $2.1B in 2019) showcases how dramatically luxury market conditions have shifted. While Prada Group promises to honor Versace's "bold and timeless aesthetic," the acquisition coincides perfectly with creative leadership changes - Donatella stepping into a brand ambassador role and newcomer Dario Vitale (formerly of Prada-owned Miu Miu) taking creative helm. The timing suggests this transaction was choreographed well before public announcements (isn’t it always?). For Capri, this represents a strategic retreat to refocus on Michael Kors (so intrigued with what’s going to happen to Capri moving forward) after both the collapsed Tapestry merger and Versace's 15% revenue decline last quarter. For Prada, it's an opportunity to demonstrate their skill at revitalizing heritage brands (I don’t think anyone is doubting this after Miu Miu), though CEO Andrea Guerra acknowledges "the journey will be long and will require disciplined execution." The real question: can Prada succeed where Capri failed in transforming Versace into a sustainable $1.5B business in today's quiet luxury landscape?
Alinea Invest's $10.4M Series A demonstrates the power of strategic marketing that actually resonates with Gen Z. While they're clearly investing in paid acquisition (with their head of growth recently celebrating record ad spend with +100% ROAS), what sets them apart is how authentic their content feels despite being boosted. Their 6x revenue growth to a $6M run rate with just 10 team members shows they've cracked the code on efficient growth by deeply understanding their demographic (92% women, 70% Gen Z). As we approach the $84 trillion "Great Wealth Transfer," their positioning as a platform built by and for next-gen wealth holders gives them a potential long-term advantage over legacy players still struggling to connect. So brilliantly executed and a win for the girls on every front!
Fairly Made's €15M raise signals the critical shift from "nice-to-have" to "must-have" in supply chain transparency. Their rapid adoption by luxury heavyweights (Versace, LVMH, Paul Smith) demonstrates how regulatory pressure and consumer demand are converging to make traceability a business imperative rather than a marketing choice (who knew? oh maybe the girls on my LinkedIn screaming it everyday). While many sustainability platforms struggle with monetization, Fairly Made's SaaS model proves that brands will pay for compliance solutions that simultaneously satisfy regulatory requirements and enhance consumer trust (ahem, make their life easier). Their expansion strategy capitalizes perfectly on the growing gap between emerging regulations and brands' ability to meet them.
Lyst's acquisition by Zozo for $154M (after a $700M valuation) tells a cautionary tale about marketplace economics in fashion e-commerce. The math simply didn't work - with $144M raised and a $154M acquisition price, there's barely enough to return investors' original capital after secured debt is paid. Despite Lyst's impressive reach (160M annual unique users across 190 markets), their inability to translate that into sufficient revenue growth (flat at £50.1M from 2023 to 2024) highlights how difficult it is to compete in a space dominated by behemoths. The promising note? They finally reached profitability, posting $1M in EBITDA in their last audited accounts - too little too late for their valuation aspirations, but proof that sustainable unit economics were possible.
Rhode's exploration of a potential $1B sale demonstrates the remarkable power of celebrity-founded beauty brands that execute flawlessly. Achieving an estimated $200M in sales through a DTC-only model is impressive by any standard - and potentially transformative with the right omnichannel strategy. While skeptics point to failed deals for similar brands (Rare Beauty was reportedly looking for $2B with $350M in sales and having already launched in Sephora), Rhode's reported profitability (with approximately 85% gross margins- are you fucking kidding me?!) provides substantial marketing firepower that many competitors lack. If Hailey Bieber can successfully transition from social virality to sustainable growth through strategic retail partnerships, Rhode could redefine exit expectations for the entire celebrity beauty sector. This potential deal represents a masterclass in building enterprise value through controlled distribution and founder brand alignment. I’m rooting for this one!
CaaStle's alleged $500M fraud exposes the critical importance of cash flow visibility in startup investing. Despite claims of $519M in revenue, reports suggest the actual figure was just $15.7M (lol) - a discrepancy that has led to a two-week employee furlough and active law enforcement investigations. What makes this particularly alarming is the governance failure: the board allegedly discovered the fraud months ago yet allowed founder Christine Hunsicker to continue fundraising while keeping investors in the dark until March 29th. This situation highlights a fundamental truth about startup investing: while projected profitability timelines can be flexible (the Amazon model), cash flow never lies. For brands partnered with CaaStle like Bloomingdale's, Elysewalker, and Maje, this collapse has already forced the shutdown of their rental services, eliminating what was once a promising solution for retail's markdown problem (and still could be). The lesson for all stakeholders in the startup ecosystem is simple but critical - no matter how compelling the narrative or prestigious the investor roster, following the actual movement of cash remains the most reliable indicator of business health. Due diligence might feel uncomfortable, but as CaaStle demonstrates, it's never a wasted effort.
When I started Market Edit, it was a natural evolution of my freelance work from the past year-ish +, just made prettier and more sharply defined.
These days feel like rollercoasters. I wake up wondering "wtf am I even doing?" then end the day excited about my progress, only for the cycle to start back again tomorrow. I'm trying to break this pattern because: 1) I've seen enough founders trapped in that never-satisfied headspace where goalposts constantly move, and 2) future me will only remember the excitement of these early days—not the stress—so why live in the anxiety now?
Real talk: sometimes I'm so overwhelmed I fantasize about quitting. After 18 months on my own, I often think how much simpler life would be doing literally anything else. Then I remember what I've accomplished—I'm my own boss, I have freedom, and after years in consulting, I've found my way back to fashion. I'm literally living what I manifested years ago without even realizing it. The fact that women trust me with their businesses makes me cry from gratitude. These are the real highs and lows.
Writing this newsletter brings me more joy than I ever imagined. For the first issue, I sat down without a single idea and just spoke from my heart about what I was loving at that moment. Being authentically myself was the best business decision ever. I was constantly told I was too much at previous roles and was surrounded by people determined to misunderstand me but I did what I wanted anyways. And now with each issue, I feel the brand taking shape, and I get increasingly excited about how I want to deliver it to the world.
Last week was my first full week home since launching, giving me much-needed clarity. Those initial weeks were overwhelming—unsolicited advice, people telling me what I needed to change, never being home (I travel with my husband A LOT), watching others 5-10 years ahead crushing it while I questioned if what I'm doing is even necessary. Let me be clear: working for yourself and BY yourself isn't all sunshine. It's hard as fuck. But so much good has already come from these first four weeks.
Wins:
First interview about myself + what I’m building locked in! Eeeek!
First Substack collab completed with two more on the way
Newsletter partnership launching soon
Secured two media clients
Three warm leads for longer-term projects
Contributing writer position with another media brand
Advising role with a microgrant fund: Naama Paulemont from Threads of Tech is launching Interlace Of and I'm thrilled to be involved! First, a round of fucking applause for a woman who put her money where her mouth is to create real change for businesses. This is why I'm constantly in awe of the women I know!
”Interlace Of is a microgrants fund supporting early-stage products at the intersection of creativity and technology. We back high-impact ideas that bring tech to creative industries in a way that feels native—whether in fashion, design, or beyond.”
If this speaks to you, I'd love to make an introduction—just email me at hello@marketedit.coFounding Member with Fit:Match.AI: I reached out to Hillary earlier this year to learn more about what they were building, and I'm genuinely blown away by what they've created. At Fit:Match.AI, they use computer vision and machine learning to drive 3D body insights that determine what size will best fit you, based on similar shaped digital twins. They literally scan your body to create an incredibly accurate 3D version, then match you with products based on your measurements. The first round of matches Hillary shared with me were SPOT ON—we're talking the ability to detect size differences between fabrics I wear in Lululemon! It's an absolute game-changer for making confident purchases, and I'm thrilled to be working with them. Want to get involved too? I've attached their Elite Member info that shows how you can earn money by sharing your closet, connect with your style twins, partner with brands, and boost your existing LTK or ShopMy following. Limited spots available, sign up through this link!
Quadrupled my LinkedIn network this year and have reached over 180k members through posts
Connected with 50+ female founders in 2025 alone
Created a monthly founder’s circle with five early-stage female founders across three continents and four countries—pinching myself at how amazing they are
Made genuine friendships through LinkedIn, surrounding myself with brilliant, accomplished women that I feel so lucky to be able to talk to daily
Losses:
I'm behind on my MRR goal. I’ve given myself 4 months to hit it but the traction feels slower than I’d like
I had to completely restructure my services and redesign my entire services page (which I hate doing anything related to web design) based on early feedback, but trying to re-frame it that I understand market needs better now
I have so much content that I need to get out and I've had to face the facts that I CANNOT do it all. I'll either need to outsource part or just go slower and reprioritize, which shouldn't feel like a fail BUT totally does because it directly impacts my ability to promote myself and my business in the way I need to make money. The vicious cycle of needing content to get clients but needing time to create content keeps me up at night.
I am in a constant headspace where just because I haven't seen the results I want right now, I think about killing all of it which is honestly so dramatic of me pls. I get in the worst mental state and get so stressed about wasting my time and money that it sends me to the verge of panic attacks before I talk myself off the ledge and realize that I have truly accomplished so much. I have never experienced this level of impostor syndrome and it can be exhaustingly debilitating.
What I've learned:
Most success stories are smoke and mirrors—comparing yourself to others guarantees self-hatred
You have to have a life outside of what you're building. Some people are so on 24/7 and so obsessed with what they're doing and I honestly find it so boring. I refuse to be 1 dimensional and one track minded to the point that I become a robot with no personality. It's the same vibes as people who exclusively read self-help books and I just wonder when you're actually getting a chance to practice all of that greatness?
Most people genuinely want to connect and shooting your shot works
The world exists beyond the internet. Please get outside and touch grass
You can't do everything simultaneously and prioritization isn't failure
When sharing my progress with others, it apparently sounds like I’m doing a million things (unless they're just being nice—hello, impostor syndrome!)
Everything I want is possible with time and focused goals
Goals:
I know some people believe putting goals out publicly brings bad luck and that someone will buy an Etsy witch to hex me, but I'm sharing anyway for accountability. If I fail spectacularly, that's okay—I have a separate manifesting list they can't touch!
After nearly ripping my hair out from all the unsolicited business advice, I've gotten crystal clear on these four priorities:
Retail Roundtable: I need to get the Instagram going ASAP and build this community into the ultimate fashion girl group chat—like Thursday night drinks when you're 1.5 martinis deep, perfectly buzzed with your cool fashion friends, just yapping away. I want 10K subscribers by EOY with 20% paid, creating fashion's most interesting conversation space.
Market Edit Revenue: Hit 10K in MRR by EOY, which feels totally doable long-term even though my short-term goals seem harder to reach.
San Diego Move: Relocate in about a year. This is my daily visualization meditation—I see my entire beach life routine so clearly, it's what drives me through the hard days. I've even identified two specific addresses I'm manifesting.
TikTok Growth: Build to 20K followers by EOY (from less than 100 currently—call me delusional). I have dozens of videos queued up that I haven't posted, and I genuinely enjoy making them, but I need to launch things properly and sustainably.
My actual manifesting list goes much deeper, but this honest look shows what it's really like building from scratch after years of not putting myself out there.
Every day is honestly some version of the same, ya know? Same same but different.
I dedicate ~2 hours every Sunday to deep planning. I review the previous week—what worked and what bombed—do a little manifestation, then plan the week ahead. First thing I lock in? Workouts. It's non-negotiable. I workout 6-7 days a week because I need it or I'm a complete psycho (and see above fitness challenge—I'm not a loser). My routine includes 3-4 days of Pilates: two reformer days (lately doing tower + chair which is INSANE—like so hard) and two heated mat days. I finally found a heated classical Pilates class after getting tired of those bootcamps disguised as Pilates. FOH. I also run a LOT because I’m planning my next half marathon and so pilates and running gets switched out daily.
Blocking my days has been game-changing. My calendar is only open for calls Tuesday and Thursday. Wednesday is RR day (I love stress and a last minute vibe apparently) plus miscellaneous tasks, and I keep Fridays open for wrapping up the week and giving myself unstructured creative time. This is ideal but doesn't always happen.
Today's Breakdown:
Morning
8:00am: Woke up, did my obligatory scroll (sue me)
8:15am: Got my dog up, did NYT games while getting sunlight outside (~20 min)
8:35am: Quick prep for my day so I didn’t look like a rat
9:00am: Call with international founder building her founding team (exception to my no-calls-before-10 rule)
9:45am: Answered emails and messages
10:00am: Changed and headed to a Pilates class @ 10:30
Afternoon
12:00pm: Post-workout lunch while reviewing weekly notes
12:30pm: Wrote first half of newsletter
2:00pm: Back-to-back calls: resale founder, then a VC partner discussing industry overlaps for fashion tech
3:30pm: Sent connector profiles to VC and scheduled follow-up call to discuss investor metrics to be able to share with founders
4:00pm: Outlined four special newsletter editions, drafted questions, identified interviewees. Stressing to get these out the door
Evening
5:00pm: Wireframed services page redesign and left in the drafts for now
6:00pm: Created social strategy outlines for both brands across different channels so I can prioritize getting those out the door. I did these pre-launch but already have a different idea for where to take things now
7:00pm: Friend call with another service-based founder
7:30pm: End-of-day walk + then a 20 minute sauna session with a meditation
8:30pm: Dinner, hanging out with Penny and upstairs in bed ~10
Most days follow some variant of this formula: workout, calls, content, client work. That's where my life is right now. Also, please give me any tips you’ve learned as you’ve built- I’m all ears!
So there it is—the unfiltered, behind-the-scenes reality of building my business. Some days I feel like the most capable founder in the world, others I'm manic-liking the post from the girl who asked LinkedIn if it was okay to cry everyday.
What I know for sure is that I'm building something I genuinely love, surrounded by incredible women who inspire me daily, and working towards a life that I used to only dream of (and I’m aware of how cheesy that sounds) and that keeps me going through the hard days. The rollercoaster is real, but I wouldn't trade it.
If you're building something too, know you're not alone in those late-night doubt spirals. And if you're just here for the fashion intel and industry tea, well, you got a little extra this week! Either way, I'm grateful you're here. And I hope you loved your playlist! Don’t tell me if you didn’t!!!
LYLAS <3
xx
Carly
love your honest recap!! keep pushing - you're killing it girl ;)
Excited you’re here, Carly! Along for the Retail Roundtable ride and can’t wait to continue to watch your business grow 💗