July gave me squeaky bum syndrome.
After June, I somehow convinced myself I’d pushed the colours as far as people would tolerate. Then I went and chose a green that definitely screamed from a handbag.
There was a moment where I genuinely wondered if I’d finally gone too far. I was worried people would reject the green, but my gut told me to just do it.
I don’t want a diary that quietly disappears in the table stack I want one that screams, “Oi. I’m over here.” The kind you can spot across a room and immediately know which one is yours.
So Anion was born.
Loud. Unapologetic. Slightly feral.
Pumice, meanwhile, quietly balanced everything out. Soft, understated and perfectly happy not being the loudest thing in the room.
I took both of them to Woolacombe beach on the North Devon coast for their campaign shoot. I'm not earning enough to classify the expenses as an expense, but wouldn't that be wonderful? The kids watched the whole thing happen, from setting up shots to filming the final campaign video, and I loved every second of that. Watching them realise that businesses don’t just appear… someone has to imagine them, make them, photograph them, edit them, pack them and send them into the world.
That part matters to me just as much as the diary itself
Anion, the colour I was most nervous about, became one of the most loved editions we’ve ever released.
In fact, one customer messaged months later saying she didn’t think she’d ever love another edition as much as July… until the next one arrived.
I’ll take that.
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