10 Years, 10 Lessons: What Running CeCe & Me Has Taught Me (so far)

Ten years ago, I invited parents from my daughter's nursery to our house, set out shoes on our kitchen table and waited with my measuring gauge and a pounding heart. I really wasn’t sure if anyone would turn up. That nervous moment was the first step in building CeCe & Me, a business born out of becoming a mum, frustration and a strong belief that things could be done better.

Back then, I had two young children, a deep conviction and not much else. I trained as a professional shoe fitter, built the brand from scratch and grew the business around nap times, the school run and stolen moments, fuelled by a good dose of determination. From those simple beginnings, CeCe & Me has evolved into a growing network of passionate franchisees, all helping families enjoy shoe shopping without the stress.

So much has changed, but some things haven’t. I’m still learning. Still adapting. Still asking what comes next? Looking back over the last 10 years, I wanted to share 10 lessons from this journey, most of which I think any small business owner or aspiring franchisee might recognise.

They’re not groundbreaking. In fact, they'll

probably sound familiar, grounded in common sense. But the thing about clichés is... they only become clichés because they’re so often right.

1. Start Before You Feel Ready

Perfection and procrastination are the enemies of progress.

If I’d waited until I felt 100% ready, CeCe & Me wouldn’t exist. I have learnt far more by putting myself out there, making mistakes and adjusting as I went, than I ever did from planning (what business plan? 😬)

Start messy. Test your ideas in the real world. Learn quickly. Being small and agile is a superpower, use it.

2. Trust Your Instincts (But Check the Data Too)

Your gut is smarter than you think, especially when it's backed by evidence and research.

Over the years, the decisions that felt “right” usually were. It’s when I’ve ignored my instincts that I’ve almost always regretted it.

But this doesn’t mean charging ahead without thinking. Ask questions. Do your homework. Get advice. Then listen to that quiet inner voice. Because the more experience you build, the louder and wiser that voice becomes.

3. Always Come Back to Your Why

Purpose is your anchor when you’re facing challenging times.

Running a business will test you, logistically, financially, emotionally. But when you’re rooted in why you started, you’ll find your way through. For me, it was about helping other parents avoid the stressful experiences I had and championing foot health, while creating something that gave me the flexibility to be present at home.

Every time I’ve been faced with a big decision, I come back to this: Does this align with my purpose? If not, it’s a no. Having that clarity is powerful.

4. Family First, Always

This was never just about business, it was about freedom and flexibility.

One of the main reasons I started CeCe & Me was to be there for my children, to do the school run, to be present during their day. And even now, as the business grows, that’s still my guiding principle.

Could I have grown faster? Most definitely. But that’s not the measure of success that matters to me. I’ve built something that works for my life, not against it. And that’s something I’ll always be grateful for.

5. Small Steps, Big Progress

Success is built one little win at a time.

I have big ambitions for CeCe & Me, but if I focus on where I’d like the business to be in the future, it’s completely overwhelming. Real, measurable progress happens through small, consistent actions. Marginal improvements that move the business forward. Thinking every day: could this be done better?

If your goals feel overwhelming, break them down. Focus on daily momentum. You don’t need to sprint, you just need to keep moving.

6. Keep It Simple

If it feels complicated, people won’t do it.

That applies to your customers, your internal systems, your marketing, and to you. Whether it’s booking appointments, explaining your service, posting on social media, doing your accounts and all other aspects of your business, break it down into its simplest form. Don’t overcomplicate: make it as easy as possible to take an action and it’s far more likely to happen.

Clear beats clever every time. Ask yourself: “Could this be simpler?” and keep removing friction wherever you find it. Your future self will thank you.

7. Lighten the Load

We put a lot of pressure on ourselves. Just because you can do everything doesn’t mean you should.

In the early days, I wore every hat: marketing, admin, customer service, accounts, design (often not terribly well!). It was necessary at first, but it wasn’t sustainable. The moment I started outsourcing to experts, everything was elevated. I was able to focus on what I was good at and the things that really needed my attention. CeCe & Me could move forward more confidently.

Delegating isn’t a weakness, it’s a sign of growth. You need to trust other people and have the right systems in place to enable you to grow your business. Otherwise, you become the bottleneck. Growth comes when you let go.

8. Community Is Everything

You will struggle to do this alone, and you don’t have to.

Whether it’s friends and family cheering you on, fellow small business owners who “get it", or the amazing women I now work alongside as franchisees, surrounding yourself with support changes everything.

In the early days, it was lonely. But building CeCe & Me helped me regain my sense of identity and connected me to my local community in a way I hadn’t expected. I wasn’t just running a business, I was building something meaningful, for me and for others.

9. Growth Happens Outside Your Comfort Zone

If it feels scary, it probably matters.

Every big leap I’ve made, from launching the business, to franchising it, to saying yes to PR opportunities, has been accompanied by a good dose of discomfort. But also growth, learning and a sense of achievement.

Feeling uncomfortable is part of the process. We're wired to try to avoid it but the more you face it, the braver you become.

10. The Answer Is in the Numbers

Your data tells a story, make sure you’re listening.

I’ve learned to love the numbers: sales trends, margins, bookings, website clicks. They help me make smarter decisions and avoid wishful thinking.

Get into the habit of reviewing your numbers regularly. Even if you’re not “a numbers person”, you’ll come to love them as much as me. They’re your most honest business adviser.

Bonus: Our Feet Are Amazing!

I couldn’t leave this one out, it really deserves a whole blog on its own (and it’s coming!). I’ve become a bit of a geek on this topic, and after fitting thousands of little feet, I can confidently say our feet are astonishing. The way they develop, adapt and support us is nothing short of miraculous. And they deserve to be treated far better, especially in childhood.

More on that soon.

What Next?

Gosh, 10 years in! I’m more passionate than ever, not just about feet and shoes, but about helping women build something of their own. CeCe & Me was my way of creating freedom, purpose and connection. Now, through our franchise network, it’s becoming a way for others to do the same.

If you're at the start of your journey, wondering if you're ready, I hope this gives you a little nudge. If I can do it, so can you.

Find out more about the franchise here