Five Years of She's Fly - What a Ride!

As I take a moment to look back on the evolution of She's Fly during the past five years, I can’t help but feel a mix of pride and gratitude. It feels like just yesterday that we launched this site in midst of a pandemic during 2020. We had no idea what we were doing. From challenges that tested our resolve to incredible women who inspired us, this anniversary is not merely about time. It’s a celebration of growth, learning, and the beautiful community we've created.

When we launched She's Fly, it was rooted in passion and the desire to make a meaningful impact in this industry. I vividly recall scrambling to get the site up in order to beat some arbitrary deadline I set. We spent about a year before that trying to find suppliers who would work with an online fly shop - it was (and still is) frowned upon in the fly fishing industry. Once the pandemic hit, fly shops were forced to create an online presence (if they didn't already have one), and we were already there. It gave us a tiny boost. Tiny. So that's why we decided to stay online - at least from a retail perspective.

As we added lessons and retreats to our service offerings, our little community blossomed. This community has been one of the most fulfilling parts of this entire experience. From day one, we envisioned She's Fly as more than just a business; we aimed to cultivate a vibrant space for connection and support. Through lessons, retreats, paint & sips, fly tying classes, festivals, and happy hours, we've seen our community thrive. This is where the rewards come in - being able to see our peeps in person and connect with them.

Saratoga, Wyoming Retreat - April 2023

I am particularly lucky to have co-founded this business with one of my favorite people, Emily, and I am grateful that our friendship and business relationship continues to thrive. Going into business with friends can be challenging if there isn't a good foundation... We learned that lesson along the way as well. But Emily has been with me each step of the way, keeping me honest and real as we navigate challenges and celebrate successes. I can't imagine doing this with anyone else.

We still find the silliness.

As we look to the future, I remain filled with optimism. The foundation we've built gives me confidence that the best is still ahead of us. We have ambitious plans to expand our retreat experiences while slightly reducing our retail footprint. We hope to reach even more wonderful people while continuing to nurture our community.

Staying true to our mission is vital as we grow. I want She's Fly to remain authentic and connected to the people who have supported us from day one. Together, we can create an environment where inclusion and conservation flourish.

I want to express my sincere gratitude to all who have supported us throughout this journey. To our family, friends, customers, partners, and community members, thank you for your belief in us. You are an essential part of She's Fly and your encouragement has been the driving force behind everything we do. Here’s to many more years of growth, learning, community, and adventure!