Meet Emily Backus

We recently connected with Emily Backus and have shared our conversation below.

Hi Emily, so happy to have you on the platform and I think our readers are in for a treat because you’ve got such an interesting story and so much insight and wisdom. So, let’s start with a topic that is relevant to everyone, regardless of industry etc. What do you do for self-care and how has it impacted you?
I love the definition of “self care” by Dr. Pooja Lakshmin, who explains that bubble baths and buying supplements off Instagram are not real forms of self-care. Instead, it’s the invisible work we all have to do on a daily basis to set ourselves up for success.

For me, it’s setting boundaries and being able to deal with the guilt of disappointing other people. It’s developing self-compassion and resiliency against self-doubt. And most importantly, it’s defining my values and leading my life in a way that honors them. While taking the time to journal or move my body after a long day is a lot harder than just “treating myself” to a glass of wine or night out with friends, it has had a huge impact on my personal and professional success.

I know myself well, so I am able to anticipate my needs and care for myself in a way that allows me to be much more effective in running my business. It also helps me to know exactly where I want to go, so I can say “yes” or “no” to new opportunities easily.

Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?
Human Nature Designs is a nature-inspired retail business that was born from my deep connection to nature and my love of creating colorful art. It started as a single Jackson Hole sticker design for my partner, and has since turned into a retail operation existing in 45+ stores and with 10,000+ sales.

I try to run my business as intentionally as possible, and give back to nature-focused charities whenever I am able. I have some new products and design launches in the works already for 2024, and I’m always open to hearing feedback about what customers would like to see!

If you want to stay updated, give us a follow on Instagram @humanature.designs or sign up for our newsletter at humanaturedesigns.com

There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
#1 – Practice resiliency. This is standard advice, and that’s because it is true. You don’t have to love failure or tell yourself that it feels good, but you have to let it happen and have grace for yourself when it does. If you’re doing it right, you will likely put money into products that never sell and investments that never pay off. You can’t know what will work without knowing first what won’t. Be as intentional as possible, forge through the paralysis, and know that you will have to throw a lot of things at the wall before you figure out what sticks.

#2 – Manage your energy. Owning a business can be soul-sucking because every situation feels deeply personal. Learning how to adequately preserve your energy is the key to avoiding burnout. Some battles are worth fighting, and some are worth surrendering to or paying a little extra to avoid.

#3 – Give credence to yourself over others. Seek out mentorship, but know that the best mentor you have is your intuition. Follow what feels good to you, and trust that the journey you are on is the one tailor-made for you. If something feels wrong for you, don’t pursue it. If you’re losing inspiration, scrap the aspects of your business with which you no longer resonate. When your company isn’t authentic to you, it’s impossible to sell it to other people. If you can learn how to tune in to yourself and fearlessly drown out others, it will save your business over and over again.

All the wisdom you’ve shared today is sincerely appreciated. Before we go, can you tell us about the main challenge you are currently facing?
Every January, the rush of the busy season leaves me in a deficit that is hard to shake. I usually resolve to quit my business and do something more “practical.” I spend most of my holiday money on new inventory and taxes, and waste my energy wishing I would walk outside in 80 degree weather again. It’s a barrage of useless (and self-induced) suffering.

This year I’ve decided to change my mindset, and to attempt to see winter just as nature does. It’s a time to preserve energy for spring and summer growth. It’s a time to walk in -6 degree weather forcing gratitudes. It’s a time to become acquainted with the nature cycles of winter that exist within ourselves and discover the little bits of magic that exist there too

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