We stumbled across something recently called Turtle Theory, an ancient idea that feels uncannily right for where we find ourselves right now.
In a turbulent world, the turtle survives not by rushing, forcing or panicking. It survives through patience, perseverance and adaptability. Slow, steady, resilient. Always moving forward, even when the waters get rough.
If there has ever been a mascot for the SunWoven and TowelTote journey, it might just be the turtle.
Building something new is rarely a straight line
This project has asked a lot of us. Finding the right suppliers. Losing printers when circumstances changed. Adapting designs when ideas we loved simply could not be executed at the quality we demand. Learning when to push, when to pause and when to pivot entirely.
There were moments when the path forward was unclear and the only option was to keep going, one small step at a time.
We had big dreams of riding the festive and beach holiday wave in South Africa this December. Sunshine, seaside and TowelTotes everywhere. The reality is that unforeseen delays meant our very first stock landed a little later than planned, too late for a big marketing splash.
The perspective shift
With no paid advertising to date, no big launch campaign and a very modest footprint, the sales we have had so far have genuinely exceeded our expectations. For a small, self-funded business, that matters.
When we remind ourselves that the very first conversation about forming SunWoven and creating an entirely new product happened in August, the progress feels even more significant. From concept to R&D, supplier sourcing, production, stock in hand and customers already using our product in a matter of months is no small achievement.
Yes, we missed the boat for a loud festive splash. But the turtle does not panic when a wave passes. It keeps swimming.
Why the turtle print matters
That is exactly why the turtle print TowelTote holds such meaning for us.
It represents everything we have learnt so far. Patience over panic. Progress over perfection. Longevity over quick wins. It also represents our commitment to doing business with purpose.
Proceeds from the sale of our turtle print TowelTote will help raise funds in support of the Two Oceans Aquarium Foundation Turtle Conservation project, helping to protect these remarkable creatures for generations to come.
A pause, not a stop
As we move through the festive season, our focus is on making sure every sunshine-ready Christmas order is delivered and delights its new owner. After that, we are taking a reflective pause. Not a stop. Just a breath.
In the new year, we will resurface with fresh energy and exciting plans. New products. Expanded ranges. And a meaningful focus on how we can support swim schools and aquatics programmes at primary and high schools with beautifully branded TowelTotes for their teams.
Products designed for real use, real pride and real impact.
Like the turtle, we are in this for the long game. Moving with intention. Building for longevity. Creating something that lasts.
Slow and steady does not mean small. It means strong.
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