We’ve Been Quiet – Here’s Why
If you’ve noticed fewer posts, fewer new drops, fewer stories from us these past few months, you’re not imagining things. I’ve been quiet. And I owe you an honest explanation, because “honest” is the whole point of who we are.
Why I Went Quiet
Honestea didn’t start in a warehouse or a boardroom. It started in my home kitchen, at a table meant for six, covered in tea samples instead of dinner plates. I built this brand on late nights and a simple obsession: finding tea and matcha that was genuinely good. Properly sourced, honestly labelled, no guessing what’s actually in your cup.
Then the matcha hype hit, and it hit hard. Demand shot up faster than anyone expected, and my core suppliers ran out of matcha right in the middle of it. The restock wasn’t smooth. I lost a lot of sales during that window, and worse, I lost the ability to serve the customers who wanted to buy from me. That one stung. It taught me I’d built too much of my supply on too few relationships.
So a few months ago, I made a decision: stop posting for the sake of posting, and go back to doing the quiet, unglamorous work of getting things right.
What I’ve Been Building
A return to my roots. I’m widening the focus back to what Honestea was always meant to be, a proper tea house, not just a matcha shop. A full collection of new premium blends is on the way, each one built around real character rather than a trend cycle.
A stronger, more resilient supply chain. This time, I’ve expanded to more suppliers instead of relying on just one or two. Lesson learnt, and I mean that literally. I never want to run out on you again because I didn’t plan for demand I couldn’t predict.
A ceremonial matcha line worth the name. As part of going back to our roots, I’m expanding the ceremonial matcha line with a proper Japanese range coming soon. I’ve been working directly with growers in Japan to bring in ceremonial-grade matcha, from everyday-ceremonial through to some of the rarest cultivars I’ve ever carried. Every grade will have its own identity and its own story. No vague “premium” labels, no mystery about what you’re paying for.
More support for our B2B partners. I’m also putting real energy into supporting the cafes and pop-up matcha stores that carry Honestea. My goal is to bring them the best of the best in sourcing and pricing, and to be a partner they can actually grow with, not just a supplier they order from.
Honesty, built into the product itself, not just the name. I’m making sure every listing tells you exactly where your tea comes from, how it’s graded, and why it’s priced the way it is. Hype fades. Honesty doesn’t. That’s the bet I’m making.
What’s Coming Soon
- A refreshed core tea collection with new blends
- An expanded Japanese ceremonial matcha range, each grade clearly explained
- A wider supplier base, so stock issues like before don’t happen again
- Stronger B2B support for cafe and pop-up partners
- Updated packaging and clearer product storytelling across the board
- A brand refresh that finally puts my “why” front and center
Thank You for Sticking Around
To everyone who’s messaged me, reordered from me, or simply waited patiently while I went quiet, thank you. This brand exists because of you, and I didn’t want to come back with noise. I wanted to come back with something worth talking about, and with the mistakes actually fixed this time.
I’m not done. I’m just getting started, again, this time on my own terms.
More very soon.
– Sarah, Founder