Hi There!,
Two years ago, I made one of the hardest decisions of my life—I sold BestSelf. But now I’m back as 100% owner, and I want to tell you why.
It’s Cathryn Lavery here, founder of BestSelf. I wanted to reach out personally to share a bit of my journey—what led me away from BestSelf, why I'm back, and what exciting plans I have for the future.
Growing up, I always felt like I was running to keep up with everyone else, like I was on a hamster wheel while everyone else seemed to “get” life and move through it so seamlessly. I’d watch people around me balance school, activities, and friendships, and I’d wonder why it felt so hard for me.
It wasn’t until my 20s that I discovered personal development. I started devouring every book I could find, and slowly, I began building habits and structure into my life. For the first time, I felt like I was on the right track. I created a framework for myself that kept me focused and on top of my goals—a framework that would eventually become the Self Journal. And I remember thinking: If only I’d learned these things earlier, I could’ve been so much further along in life! 🤦🏻♀️
When we launched the Self Journal in 2015, I was thrilled to see how much it resonated with others who felt the same way I had. Since then, we’ve sold over 1.1 million units to people looking for a practical, daily tool to stay on top of their goals and reach their full potential.
In 2016, when I was diagnosed with ADHD, so much about my experience finally clicked—why I’d always felt like I was constantly catching up. That diagnosis helped me realize just how powerful a tool like the Self Journal could be for anyone who’s ever felt overwhelmed trying to stay organized and focused. I finally understood why so many neurodivergent people were talking about us 😆
A few years later, I went through a divorce, which was one of the most challenging times of my life. It was then I learned that neurodivergent individuals, including those with ADHD, are statistically more likely to experience divorce. One study even found that couples where one partner has ADHD are twice as likely to separate as those without.
This experience opened my eyes to how much intention and care our relationships need, inspiring me to work with experts to create tools like the Intimacy, Little Talk, Relationship and conversation collection to help foster deeper conversations, understanding, and connection.
In 2022, shortly after my daughter Quinn was born, I made the tough decision to sell BestSelf to focus on my family. As a new mom with so much more to juggle—between navigating post-partum, managing ADHD, and barely taking any time off work (I even did a commercial just five days after having an emergency C-section!)—I was stretched thin. I thought stepping away was the best choice for myself, my family, and the company.
But earlier this year, I had the opportunity to take back the reins, and I couldn’t pass it up. Coming back feels like coming home, and I’m thrilled to be here, refocusing BestSelf on what truly matters: creating tools that help you live with intention, balance, and meaning.
Looking ahead, I’m excited to expand our offerings with new tools to support parents, relationships, and deeper personal growth. As I raise my curious 2.5-year-old, I think about the kind of tools we all need to stay present, connected, and resilient in every area of life.
When you choose to support a small business like BestSelf, you’re making a real impact. You’re not funding corporate jets or third vacation homes—you’re helping Quinn discover the world through books or experience her first dance class. You’re also supporting our team’s dreams, whether that’s buying a first home, pursuing further education, or supporting their families.
Thank you for being part of our journey and for letting us be part of yours. Every purchase you make fuels our team’s creativity and passion, helping us continue building tools that support your journey to balance, growth, and fulfillment.
To your best self,
Cathryn Lavery
Founder, BestSelf Co.
P.S. If you’re interested, we’ve just started an early Black Friday sale—it’s a great time to find something meaningful that supports you or someone you care about on their journey.
P.P.S. Check out our family Halloween costume. Reply back with the guess, and I’ll send a gift card to the first few correct responses! 90's kids should know 🎉
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