Meet the HiDEA Team: It’s Me, Anita.
Running HiDEA means I wear a lot of hats. None of them came with a paycheque.
If you’ve ever wondered who makes the candles, packs your order, answers your emails and argues with the website, let me introduce myself. I’m Anita, and I do all of it.
I also have ADHD, so some days it feels like there are 14 versions of me disagreeing about what needs doing first. Here’s how that usually goes.
1. The CEO and Founder
I make the decisions, then question them while trying to fit a week’s worth of work into one afternoon. I could call a team meeting, but I’d just be talking to myself.
2. The Creative Director
I’ve thought of a new scent, new packaging and another collection before finishing my coffee. Meanwhile, I’m still trying to convince myself to finish the current project first.
3. The Graphic Designer
I move the logo a little to the left. Then back to the right. Three hours later, I have it almost exactly where it started, but now it feels right.
4. The Production Manager
I measure, melt, pour, test and label. This is where I turn an idea into a candle. Somehow, I also get wax on things that were nowhere near my pouring table.
Give me something to pack. Shop HiDEA candles and find something for your favourite spot to unwind. I’ll take it from there, as soon as I finish my coffee.
5. The Purchasing Manager
I check the wax, wicks and fragrance oils, then fill a shopping cart with supplies. I have a very reasonable explanation for every purchase. Later, I’ll look at the total and question myself.
6. The Marketing Manager
I write the emails, plan the posts and try to remind people HiDEA exists without saying “buy my candles” every five minutes. Apparently, I need to turn one candle into enough content for an entire week.
7. The Photographer and Content Creator
I set up the shot, move the candle, change the lighting and move the candle again. After 86 photos, I usually pick the first one.
Follow me at @anita_hidea on Instagram to stay updated on the action behind the scenes.
8. The Accountant
I work out product costs, track expenses and check the margins. This is usually when I decide my latest creative idea might need to wait.
9. The Warehouse and Fulfillment Manager
I pack your orders, print the shipping labels and find somewhere to put the boxes. I also try to stop my business from taking over the entire house. Results vary.
10. Customer Service
If you send HiDEA a message, you’re talking to me. I might be answering between pours or while finally eating the lunch I meant to have three hours ago.
11. The Website Department
I add products, upload photos and fix the things I thought I’d already fixed. “I’ll just change this one little thing” has cost me entire afternoons.
12. Human Resources
I handle my own morale and performance reviews. It gets awkward when I have to admit I skipped the break I scheduled for myself.
13. Facilities and Maintenance
I clean the wax, wash the tools and put the supplies away. I’m cleaning up my own mess, so I can’t even complain about a coworker.
14. My ADHD Brain
For me, this can mean starting something halfway through something else, forgetting why I walked into a room and spending far too long on the least urgent task. I usually have too many browser tabs open and remember something important at 2 a.m.
That’s my experience, not everyone’s. I’m still figuring out what helps me get the work done without running myself into the ground.
What running HiDEA actually looks like
I do a lot between having an idea and getting a candle to your door. Some days I’m creating something new. Other days I’m working through spreadsheets, cleaning or figuring out why something isn’t working.
I’ve made mistakes, learned skills I never expected to need and kept going. I’m proud of that, even on the days when the to-do list wins.
When you order from HiDEA, I’m the one making and packing it. When you share a post or recommend my candles to a friend, you help me reach someone new. Thank you for supporting what I’m building.
Get to know me beyond the job titles
Now that I’ve introduced all 14 versions of myself, I’d love to share more of my story. Read Meet Anita, the Artist Behind HiDEA to get to know me a little better.