Are you lost? The mall is that way.

Funny, I was just about to ask you the same thing!

I’m having a little writers block this week and whenever that happens, I just try to think about what is most top of mind for me at the moment and share that. Not much has changed in the past weeks / months about how I feel about Hej Hej. This running a business stuff is not for the faint of heart! Normally, I have a lot of confidence in myself but I feel like I’m in uncharted territory. I beginning to realize I’m good at starting things and maybe not so great at taking them to the next level (we’ll get there though). Whenever I feel defeated, I try to go back to my “why”.

— Shoot, am I sounding so sounding corporate again? Sometimes it feels like I’m trying to boil the ocean. Maybe it’s time to run it up the flag pole and get a 30k view! We can circle back on this next week - I’ll set up a touch base. Muahaha.

For some reason, and maybe it’s my way of digging deep, my “why” this week had to do with proving people wrong who have doubted me in the past. Unfortunately, every story that comes to mind on this topic has originated from a man. I will say that for every rude dude there are plenty of amazing ones who have cheered me on and supported me. But we’re reviewing the rudes!

Reflecting on these scenarios is building a little fire in me when I need it, so let’s have it.

Scenario #1: It’s my freshmen year of college and I’m standing in the office of the biology department. I was a biology major, albeit not a very good one, and I had some questions for my professor about an upcoming exam. There were some classes I loved more than others, but I was really interested in endocrinology. The teacher was popular and I’d heard good things. He comes around the corner and sees me and goes “Are you lost? The mall is that way”, pointing his finger out the door. As IF.

Scenario #2: I’m on a first date pre Hej Hej inception and shared a little about my ideas and leaving tech during the “what do you do for work” niceities. This person decided to reply with “You don’t dislike tech. You just haven’t found a tech company or role that you like working for yet. You’re going to really miss that tech salary and wish you hadn’t left it”. Yes, he was a scorpio. I found myself resurrecting an eye roll I haven’t done since I was 11 and I almost whacked his beer off the table. Check please!

Scenario #3: A time I met a chef during an event and explained I worked in food for a restaurant and when I saw him again a few months down the road, he looked confused when I said hello and exclaimed, “I thought you worked in marketing there.” I suck at marketing. Remember!?

Scenario #4: When I reached out to the owner of Pink’s Hot Dogs for a collaboration and he wrote back “Honestly, this sounds like a lot of time and effort with little marketing or financial benefit to show for it. Wish I could share your enthusiasm.” Jk, I freaking love this guy. Dusty. Pinks x Hej Hej pop up coming 2026! 😉

Scenario #5: When my Dad said (and continues to say) “are you out of your mind?”, followed by “you are the dumbest smart person I know”. I had to throw in a little unhealthy 80’s baby parenting in this mix. Why don’t you stick to trolling animal conservation groups on Facebook, David?

In conclusion, if you’re dragging in motivation or getting a little burned out, think of someone who would really hate to see you succeed. And then, do it for them!

Thanks for reading, as always 🍓

Amelia