A Reflection from the Founder: 5 Years with MoonstoneSeven
Five years.
I’ve said that a few times to myself lately, and it still doesn’t fully land.
Five years of MoonstoneSeven.
When I started this in 2021, I wasn’t thinking about milestones like this. I wasn’t thinking about building something that would last, or scale, or reach as many people as it has.
I was trying to figure out my own hair.
I was learning in real time, testing things in my bathroom, and sharing what was working. There wasn’t a bigger plan beyond that. Just consistency. Just showing up. Just trying to make something make sense.
And somehow, that turned into this.
What started as something small and personal has grown into something that has reached tens of thousands of women. That’s not something I take lightly. It’s actually something I think about often, because behind every order, every message, every comment… there’s a real person on the other side of it.
Over time, this has become more than just products.
It’s become a routine people rely on.
A system that works.
A shift in how women understand and care for their hair.
There have been big moments. Growth, launches, milestones that felt far away at one point and then suddenly weren’t.
But if I’m being honest, the moments that matter most are the quieter ones.
The repeat customers.
The messages that say, “I finally understand my hair.”
The ones where someone tells me their confidence has changed.
Those are the things that stay with me.
Because this was never just about selling something. It was about solving a problem that so many of us have experienced in some way.
That said, these five years haven’t been without challenges.
There have been moments where things felt really good and steady. And there have been moments where things felt uncertain. We’ve navigated supply chain issues, rising costs, shifts in the economy, and constant changes in the online space.
There were times I had to make decisions that weren’t easy. Times where things didn’t go the way I expected.
But looking back, those moments didn’t break anything. They shaped it.
They forced me to be more intentional.
To build better systems.
To think long-term instead of just reacting in the moment.
And in a lot of ways, they made this business stronger than it would have been otherwise.
If there’s one thing these five years have taught me, it’s that there is no shortcut to building something sustainable.
It comes from consistency.
From showing up when it’s exciting and when it’s not.
From making decisions that support where you’re going, not just where you are.
From staying grounded in why you started, even as things grow and change.
There’s no overnight success story here. Just steady progress, over time.
And now, five years in, I don’t feel like we’ve “made it” or reached some kind of finish line.
I feel like we’ve built something real.
Something that’s been tested.
Something that’s grown in the right ways.
Something that has a foundation strong enough to keep going.
There’s still so much more I want to do. More ways to serve you better. More to build, refine, and improve.
That’s the part that excites me the most.
And before anything else, I just want to say thank you.
Whether you’ve been here from the very beginning or you just found MoonstoneSeven recently, you’ve played a part in this. You’ve supported something that started very small and helped it become what it is today.
I don’t take that for granted.
Five years in… and we’re just getting started.
— Sarah