Small business owner receives cruel advice to get prettier or lose business

TikTok has become a hotbed for unsolicited advice, and it seems that small business owners are often in the crosshairs. The recent experience of the owner of Ethereal Handmade Jewellery highlights just how harsh the online critique can be.

The business owner shared what she described as the worst email she’s ever received in her four years of operating her business. In the email, a customer suggested that the owner’s physical appearance might be hindering the success of her business, implying that losing weight and improving her looks would attract more customers. The email even went so far as to recommend that if she wasn’t willing to make these changes, she should consider hiring someone else to represent her brand.

The customer backed up their critique by citing the success of their aunt’s business on TikTok, positioning themselves as an expert in what works on the platform. The email concluded with the bizarre note, “I want to see you grow (your business, not you),” which only added to the absurdity.

In a twist that would surprise few, the comments section exploded with mixed reactions. While some users sided with the rude customer, arguing that their critique was constructive, many others were outraged at both the email and the commenters who supported it. One commenter made the valid point that they’ve never considered a business owner’s appearance when making purchases, emphasizing that it’s the product that matters.

This dichotomy of responses reflects a broader issue on social media: while some users feel empowered to criticize others’ appearances, many more stand against this negativity, advocating for kindness and respect.

Despite the hurtful comments, the owner of Ethereal Handmade has cleverly leveraged this controversy to promote her brand. By using the incident to create engaging content about her jewelry, she has redirected the attention back to her products and brand values. In doing so, she emphasizes that the least interesting aspect of her business is her weight.

The significance of social media for small businesses cannot be understated. According to Forbes, 77% of small businesses utilize social media, with 41% relying on it for revenue. Given that 90% of social media users follow at least one brand, having a strong online presence is essential, even if it means facing occasional negativity.

In this case, the Ethereal Handmade owner has shown resilience in the face of unsolicited advice, turning a hurtful experience into an opportunity for growth and connection with her audience. By focusing on her jewelry and her passion for creating, she underscores the message that one’s worth—and the worth of a business—is not tied to appearance.