In this episode of The Dressing Gown CEO, Ili and I (and at times, Leo our cat) sit down for a raw, behind-the-scenes chat about Black Friday; why we almost skipped it this year, and what made us change our minds.

We unpack what really goes into prepping for a week-long sale event when you're a small business. Some of the things we discuss are: consumer expectations and luxury branding, logistics of website updates, team comms, email marketing, warehouse ettiquette, and,  like always, nothing is off limits.

Whether you’re a salon owner, product-based biz, or just curious how brands handle Black Friday while staying true to their purpose, their branding and their values, this one’s for you.

Inside, they chat:

• Why they nearly said no to Black Friday this year

• How discounting can impact brand perception (and why it matters)

• The systems and planning that go into making it run smoothly

• Lessons learned from last year’s launch

• Why boundaries still matter… even during the biggest sales week of the year

Stay calm, stay classy, and stay connected to your values, even during the chaos.

🎧 Listen now on Spotify, Apple or your fave platform