Dear Diary,

Market season is officially in full swing, and when I tell you… we hit the ground running.

These last few markets have reminded me just how much I love this work—the conversations, the community, the familiar faces, and even the new ones discovering Diary of Queen Esther for the very first time.

But one of the sweetest parts of this season has been watching my boys.

For the last few years, working with me has become their summer job whenever school lets out. They’ve always helped throughout the year, but summertime is when they really lock in with me.

This year, though, I decided to be more intentional.

Instead of plugging them in wherever I needed help, I started paying closer attention to where they naturally shine.

And that changed everything.

My youngest is incredibly hands-on. He knows the products well, but what stands out most is how naturally he connects with people. Customer service and engagement just flow from him in a way that can’t really be taught.

And my oldest? He’s my tech guy.

He’s always been the one trying to put me on to new video apps, editing tools, and creative ways to capture content—things that, if I’m honest, felt a little outside of my comfort zone.  Last year, he honestly didn’t come to the markets much. A lot of times, he just didn’t want to.

But this year, I made a shift.

Instead of trying to put him in the front to engage customers the way his younger brother naturally does, I paid attention to his language.

His lane.

His strength.

And I told him, “You know what? I’ll hire you to create the content.”

And when I tell you that changed everything...

Now he’s up and ready with us for the markets.

Excited.

Intentional.

Capturing moments I would’ve probably missed.

And watching the way he’s stepped into it has reminded me of something:

Sometimes people don’t need more pressure.

Sometimes they just need better placement.

It reminded me how important it is to really see people.

To pay attention.

To not force people into spaces where they struggle, but to recognize the spaces where they naturally flow—and give them room to grow there.

As a mother, that’s a lesson.

As a business owner, that’s a lesson.

And as I continue building Diary of Queen Esther, I’m realizing legacy isn’t just about what we leave behind.

It’s also about what we build into the people beside us while we’re building.

And for that, I’m grateful.

Who in your life may be struggling—not because they’re incapable, but because they haven’t found the right place to flourish?

Love,
Shelena