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Over the past 5 years, BFFF has brought me so much joy.   As you may remember, the website has constantly evolved over the years.  I feel like it’s lived a gazillion different lives.

I must tell you, these past 2 years have been especially HARD.  All caps is necessary.  While the website was having booming success, traffic was spiking and our social media numbers continued to grow, I felt  like I could barely keep my head above water.

The feelings of being overwhelmed and burned-out  that I experienced truly deserve a whole other blog post to go into depth- let’s be honest, my life looked nothing like the one portrayed in the Pinterest-worthy pictures that we would post on BFFF. And what I’ve learned is that anyone who posts Pinterest-worthy images probably has a perfectly imperfect life.

The truth about my own life is that I had a team who worked remotely in different areas of the US, my kitchen sink was filled with dishes, my closets were not perfectly organized like you would see on Pinterest, and I was having a hard time getting pregnant with baby #2.

Even though Best Friends For Frosting became a profitable website –  bringing in more money than my husband and I have ever made at any job to date, I realized that monetary value was not truly fulfilling to me.  I was constantly debating on breaking up with the brand.  I felt so stressed and didn’t know where to take it next. I didn’t feel like I was truly being authentic.  All I knew was that I was not deeply fulfilled by where the brand was. I believe most things have an expiration date – except for the color pink, of course.

After multiple calls with several different business coaches and strongly driven entrepreneur friends, I began to realize what truly brought me into this industry from the get-go.  I had gotten so caught up in the operations process of the business that I was working “in” my business instead of “on” my business, and, let’s be real, these areas did not fire me up.

I started Best Friends For Frosting as a way to share branded content; my favorite part about any business is a branded experience.  But instead, I was caught up in invoicing, overseeing a team, making spreadsheets, etc.

About two years ago, I was wrestling with constant anxiety on where I wanted to authentically take the BFFF brand and how to give every area in my life my all.  I decided that it would be best to take a big step back and hit the pause button on the direction that the brand was going in.

Two years later, after some real soul-searching to figure out the next phase of BFFF,  I entertained the idea of recruiting a team to work in-office, create our own content, and truly maintain the spirit of BFFF in one cohesive group. I decided to take an exciting next-step and open up applications for positions that would come together to create a new BFFF team!

Two weeks before re-launching our brand and just a few days before onboarding employees, I hit the brakes hard!!!!  I decided not to feature anyone else’s content (except for roundups here and there) and 100% create our own content in-house.  I want to create a branded experience with 120% of my style and aesthetic.  I want you guys to get to know me and where my heart truly is. I want to be a personal friend to our readers – it’s okay if you don’t like frosting, you can still be my friend! :)

It has brought me so much joy to share talented professional’s content and stories. We’ve featured some of the best influencers’ content in the industry.  It has always felt like a pinch-me privilege to be entrusted with the role of transforming BFFF into a successful platform to share others’ exclusive content.  This was always so fulfilling to me because I’ve always considered myself a cheerleader for other people’s success.  I’ve had an instinct within me that brings me so much joy to cheer others on.  I thrive on it, I love it- that’s just me!  That is one of the biggest reasons why I fell in love with this concept that we dived into heavily at BFFF.

At the same time, I realize that it is time to move the brand in a new direction, one that features content created exclusively by our brand, and that evokes my own personal style and ideas.   My favorite thing in the whole wide world is curating content- it’s why I fell in love with the blogging industry years ago, and I am so excited to bring more of my own voice into the BFFF brand. With this being said, we’ve had SO many amazing features and I cannot thank our friends enough for submitting content.  Rest assured, the amazing content will still continue to live on the site thoroughly crediting the talent we have featured.  I don’t want to rule out continuing features in the future, but for now we are focusing on building our own, personalized brand.

As we move towards creating our own original content  (which we are so excited for!), here are some awesome changes to expect:

  • We are launching a complete re-branding of bestfriendsforfrosting.com – our last re-design was over two years ago – we’ve been so overdue!
  • We have brand new employees working in our home-studio office five days a week– the onboarding process for employees was daunting and had stopped us from pursuing new hires in the past, but we’ve jumped through the loopholes in order to create a personalized team! We no longer have anyone working remotely :)
  • We are no longer having contributors or accepting submissions, but we can’t thank our friends enough for being a part of our brand over the years, and we’ll continue to cheer you on!
  • All projects will now be made in-house by our creative team – this will help us keep a cohesive brand and style and guide us in the direction that we aspire to go in!
  • All social media channels will be updated by Melissa – you’ll be seeing my smile instead of the BFFF logo :)
  • We are getting ready to pursue a whole new level of business launching before Spring 2017 – keep your eyes and ears open for more exciting news!

Over the years, I’ve learned to always trust your gut instinct and listen to your heart.   I believe instincts are a gift and no matter how many second, third and fourth opinions to get, normally your gut instinct is always right!  I’m following my own instinct to create a brand that makes me truly happy, and one that speaks to our readers and inspires them to live a life they wholeheartedly love, inside and out.

Photography by: Two Twenty Photos

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    1. Gina

      So excited for you and where BFFF is going!!! Can’t wait to see the re-brand!

    2. Dawn | KitchenTravels

      Hi Melissa – I’ve been following your blog from time-to-time over the last few years, and I have nothing but admiration for what you’ve accomplished. As a Nor-Cal woman who is embarking on some MAJOR life changes myself, I completely relate to what you’re experiencing (yes – all caps needed!). It sounds like you’ve got a wonderful plan in place to create something new and exciting. Wishing you all the best! xo, Dawn

      1. Melissa Johnson

        Hi Dawn! Thank you so much for all of your sweet encouragement. Congratulations on your MAJOR life changes coming up. I love that saying “If your dreams don’t scare you, they’re not big enough”. XO

    3. Lowcountry.Felicity.Life

      The honesty in your post is exceptional. And the courage you’ve shown by being so transparent is inspiring and a lesson for the learning. I am so glad to know from a seasoned blogger as you are that it is okay to for my blog to evolve as I do and that being true to self is paramount. Thank you.

      1. Melissa Johnson

        Hi Sandra! Thank you so much for taking the time to share your thoughts with me. I love what you said. The best part about being a blogger / business owner is that you’re the pilot and the sky is the limit. =)

    4. Faith

      Melissa – I’ve followed you for years – even spoke to you about being a contributing writer waaay back in the day ;) – and love BFFF. This post resonated with me so much as a woman, a creative, and a soon-to-be entrepreneur. I love it, I get it, and I can’t wait to see what’s ahead. Your readers will rally with and for you. Excited!! Much love and big hugs. xoxo – Faith


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