Gen Z Woman Launches New Business but It Doesn't Go to Plan

Newsweek

27-05-2025

Based on facts, either observed and verified firsthand by the reporter, or reported and verified from knowledgeable sources.
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Starting a business is a real challenge, and one Generation Z woman found that out the hard way after receiving zero sales on launch day.
It took around a year for Everly, 23, to create her business concept and get her brand, Maev Swim, ready to launch. Throughout that time, she worked seven days a week while juggling two jobs until she was finally ready to go live on May 14.
Everly, of Sydney, Australia, told Newsweek that she was "nervous but excited" to launch her own swimwear line. But when the big day finally arrived, her elation was dissipated as she didn't receive a single order.
"I had a feeling it might be slow at the start since I hadn't built up much anticipation on social media, but it was a little deflating," Everly said. "That moment really reminded me how unpredictable and challenging launching a business can be.
She continued: "I knew it was just the beginning of a much bigger journey, and I was prepared for the ups and downs that come with starting something from scratch."
Everly, 23, the day after launching her swimwear brand Maev Swim in May.
Everly, 23, the day after launching her swimwear brand Maev Swim in May.
@maevswim / TikTok
As the hours ticked by, Everly realized her launch day wasn't going as planned. She didn't receive a single order all day, which left her feeling "pretty deflated."
On May 15, the Gen Zer (people born between 1997 and 2012) posted a video on TikTok (@maevswim) detailing the experience and it quickly went viral. In just a matter of days, the clip went viral with over 325,300 views and more than 9,500 likes at the time of writing.
For Everly, it's important to show the good and the bad that comes with running a business. She hopes to "normalize the unpredictable beginnings" by documenting the highs and lows.
Everly told Newsweek: "I think it's important to show the reality of starting a business. Social media often only highlights the polished moments, but there's so much value in being honest about the struggles too.
"The more honest conversations we have about entrepreneurship, the more prepared others will be. Starting a business is often glamorized, but the truth is, it's hard. It's okay if things don't take off right away, that's normal," she continued.
It's often said that patience is a virtue, and that's also the mantra that business and life strategist Erin James highlights. As a coach for entrepreneurs and executives, James says it's normal to experience "hiccups in the early stages," but they can be overcome.
"Launching a product is a huge undertaking, and not seeing immediate orders can make any entrepreneur feel defeated," James told Newsweek. "But it's important to remember that business success rarely happens overnight, and what she's feeling is a natural part of the process."
James usually advises her clients to give themselves grace during the first few months, or even the first year. It's about building momentum and focusing on the long-term vision, she says.
The best businesses take time to create brand recognition, trust, audience engagement, and to refine their product. James's advice is to reevaluate the strategy if it needs tweaking, celebrate the little wins, and be persistent.
"One thing to keep in mind is that startup success often doesn't come from one big moment or single launch event. Instead, it's built over time with small, consistent actions," James said.
The Online Response
As it turns out, the viral TikTok video resonated with internet users, who appreciated Everly's honesty. Shortly after it was posted online, Everly received her first order.
When the notification finally came through, she couldn't help but scream with joy, as she said it "felt like such a win." While it's still early days, Everly feels deeply encouraged by the support she's gained on social media, and hopes it will enable her to keep progressing.
"There was a mix of responses, but the support far outweighed the negativity," Everly said. "So many people related to the experience or appreciated the transparency, that's what kept me sharing. Behind every brand is someone taking a risk and figuring it out as they go. So, let's be more compassionate with one another, especially online."
After sharing her launch day experience on TikTok, the video has amassed over 600 comments. Many internet users praised Everly's transparency, while others offered the business owner their advice.
One comment reads: "This happened to us! We received our first order over a week later. It happens just keep going."
Another TikTok user wrote: "Following along, don't give up. This will be your motivation one day."
While another person added: "Keep going girl! It takes time. And also, don't drop your prices like everyone says! Know the value of your product."
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