Behind the Counter - A Day in the Life at Innocence & Attitude
People often ask me what a “typical” day looks like running Innocence & Attitude—and the truth is, no two days are ever the same. But if there’s one word that sums it up, it’s busy.
I usually start my day around 7.15am, and it rarely winds down before 10.30pm (sometimes even later). Like most working parents, my mornings are a whirlwind of making sure the family is sorted: housework, pets, meals, kids’ rosters and appointments, learner driver hours, and making sure my husband and I are on the same page for the day ahead. And then, it’s into full business mode.
I work six days a week in the shop. The doors open at 9am and most days I’m there until 5.30 or 6.30pm. And even though the store is open to the public during that time, there is so much that goes on behind the scenes. Customer service, steaming and displaying stock, processing online orders, replying to messages and emails, scheduling social media content, organising staff, ordering and receiving stock, doing payroll, paying bills, data entry... the list is long and constant.
And if that wasn’t enough to keep me on my toes, I also handle the day-to-day admin for our family’s other small business—our pest control company. Yep, two businesses, one very full inbox!
But here’s the thing: I love it. I love the variety, the chaos, the people, and the challenge of building something meaningful. I love watching customers walk in and light up when they see something that makes them feel good. I love catching up with reps, photographing new arrivals, and creating a space that reflects both who I am and what I stand for.
There’s a lot of strategy and intention behind everything, from the brands we stock to how we merchandise the floor. But there’s also a lot of heart. I genuinely enjoy the connection side of this business. Whether it’s helping a Mum find the perfect outfit for her teen or watching someone rediscover their confidence through fashion, it’s incredibly rewarding.
Of course, balance is still a work in progress. I’m a Mum to a 16 and 21-year-old, a wife, and a human who also needs rest and breathing space. I’ve learned to be really intentional with my time. I forward plan meals, keep my phone calendar packed with to-dos, and communicate constantly with my family and staff to keep the wheels turning.
And when things don’t go to plan—which happens—I give myself permission to pause, reset, and remember my “why.”
Because at the end of the day, this business isn’t just about clothes. It’s about connection, confidence, and community. And that’s what makes even the busiest days worth it.
Next month, I’ll be sharing the biggest lessons I’ve learned from building this business from the ground up—including a few I never saw coming.
