30/04/2024
So I’ve been procrastinating on doing this for a while and for a multitude of reasons. Amongst them a little bit of ego. A little bit of not wanting to disappoint and the biggest one for me, closing a chapter on something that was pivotal in helping to shape me into the person I am today. The Jaz from 9 years ago wanted to prove to herself, to the world, and to her parents that she was good enough and that she could stick it out, that failure was not an option and she would never quit. The Jaz of today acknowledges that the last 9 years have been anything but a failure, that recognizing when a chapter needs to close and letting go is actually winning and sitting in flow and that as we as humans grow, so do our needs and our wants and that we can’t take everything with us.
When I started AE 9 years ago, there were no meal prep companies at all, let alone gluten free and organic. I was a pioneer. However, over the last couple of years in particular there has been a boom in the space. A new one pops up everyday, and with the cost of living going up and people being more frugal with their money, my only option to keep AE competitive is to compromise all of my morals and drop our quality and standards. Something 9 years ago me might have done, but something the person I am today would never do.
Therefore, it is with very mixed emotions that I announce that AE will be closing its doors.
I am so grateful and blessed for everything that AE has brought into my life in the last 9 years. From all the lessons on business, to growing not only as a person, but as a leader and an entrepreneur. The ups, and there have been so many; TV appearance, new paper reviews, voted best meal prep in Perth, only WA meal prep partner for F45 when they were in their prime, partnerships with eagles players and international fighters. The list goes on.
BUT there (and I know that I speak for lots of small business owners when I say this) has been lots taken. Time away from family and friends, energy, literal blood, sweat and tears. The last few years in particular with COVID have been very tough. Crazy hours, you’re the last one to get paid(if you do) but again, some good. I was able to support those who lost their jobs as they refused to get jabbed. I was able to stay unvaccinated and I built AEHQ all by myself, which is a dream I’d had for 6 years.
I have also met some amazing people/clients/staff, some of whom are now friends and have been able to help pro bono charities like OZ harvest who we donate to once a quarter.
While I wouldn’t trade the last 9 years for anything as they have as I said, shaped me into the person I am today, I am ready for some more balance.
When I put AE on pause late last year it was to try and find some of that. I took a fifo job running gyms as I am also a PT and nutritionists, mainly to find some balance and also to help with the finances. 8 months in and I am loving having some freedom back with 8 days away and 6 days home to do whatever I want! Loving having extra ‘play money’ to do and go wherever I want(I’ve had 1 holiday that lasted more than 4 days in 9 years) and loving not being so stressed and continually putting out fires.!
It has given me the time and space to work on some projects that I have had on the back burner for over a year, still in the health, wellness and food space, just not meals and not so hands on for me.
So it is with a super grateful heart, that I thank each and every person who has bought from me, shared a story, recommended AE to their friends, or who has just cheered me on from the side lines, for their support. It means more to me than most of you will ever know, but it is sadly, goodbye for now, for this chapter, for AE as it is today. I don’t know if AE will be back in the future, and I am not putting any pressure on myself to open the doors again, but if it does, I dare say it will be very different, cause I am already after only being closed for a few months, very different.
I love you all. Jaz 🙃💚🙏
