Astrid Clement-Morawe launched her own homewear brand—The Sunset Crew—, sharing her unfiltered journey from the excitement of first sales to the challenges of online business, reflecting on what it takes to build something from scratch.
Astrid didn’t always dream of becoming an entrepreneur. After 12 years as an employee, she finally took the plunge when her contract ended. “I told myself it was now or never.” She had found an idea that filled a gap in the market, but fear held her back. “I knew it wouldn’t be easy, especially doing it alone.” The turning point came when she changed her mindset. “Instead of thinking ‘What if it fails?’ I told myself, ‘Nothing ventured, nothing gained.’”
The Challenges of Starting Up
Transitioning to entrepreneurship felt liberating at first. “You have full control over your time and decisions” But soon, she realized the need for discipline. “If you’re not pushing things forward yourself, nothing happens”. The learning curve was steep—visiting factories, making high-stakes decisions, and even selling The Sunset Crew pyjamas in person.
The newbie entrepreneur had prepared a business plan and budget, but quickly understood the importance of flexibility. “You can’t obsess over the plan every day—things rarely go as expected.” Balancing family life and business also required constant prioritization. “I value the flexibility, but work and personal life should be separated as much as possible.”
Handling every aspect of the business, from product development to logistics, is a challenge. “At this stage, I do everything myself, with some help from external partners.”
“Even though it’s just the beginning, I see how far I’ve come.”
Building a Brand and Growing the Business
Clement-Morawe relied on her personal network to attract her first customers. “I talked about my project early on and launched with a pre-order campaign.” The results were encouraging—“I reached 139% of my pre-sale goal, got a pop-up stand at Galeries Lafayette, and now have customers placing their second or third orders.”
Still, growing a fashion brand is no easy task. “I’m not sure I have the magic formula, but aside from social media and ads, I’m focusing on building a solid distribution network.” One additional challenge that is often underestimated is the technical side of e-commerce. “Online sales require much more than Instagram ads—there’s SEO, web optimization, and analytics.”
Personal Growth and Entrepreneurial Lessons
For Clement-Morawe, the biggest reward is personal growth. “Entrepreneurs get so caught up in to-do lists that we forget to look back. Even though it’s just the beginning, I see how far I’ve come.” She also enjoys the variety of tasks. “I switch from marketing to accounting—which is rarely beloved by entrepreneurs, but I actually enjoy it!”
Staying motivated isn’t always easy. “I’ve learned to accept that it’s okay to have lower-energy phases—they allow for reflection and planning.” To stay balanced, she prioritizes self-care.
“Just taking the leap is already a victory.“
Would Astrid ever return to a regular job? “If it didn’t work out, it wouldn’t be a tragedy—because I would have tried,” she says. If she had to start over, she would ensure two things: a financial cushion and the right mindset. “Entrepreneurship is a human journey above all. Beyond financial success, it’s an opportunity to grow.”
Her advice to aspiring entrepreneurs is simple: “Prepare financially, and understand that this is about much more than making money—you’ll learn so much.” Looking back on her journey, she highlights three words that define her path: flexible, because adaptability is key; reasonable, because realistic goals matter; and authentic, because entrepreneurship is full of ups and downs.
For Astrid Clement-Morawe, the entrepreneurial journey is an ongoing process of learning, adapting, and growing. “Just taking the leap is already a victory,” she reflects.
This article was published in the 5th edition of Forbes Luxembourg magazine.
