When I started Jooce 18 years ago, I didn’t have a single client. No investors. No safety net. No savings. Just a part-time job to cover the bills and the added pressure of being a single parent – but I had a gut feeling I could make it work.
I didn’t have a Plan B – not because I was overly confident, but because I genuinely didn’t want to do anything else. I didn’t think it would fail, but I definitely worried it might.
I’ve always been independent. I don’t need managing, and I don’t do well in environments where I’m boxed in or micromanaged. So building Jooce, on my own terms, was the natural route – even if it wasn’t the easiest one.
What’s Worked
Over time, work came in. Clients stuck around. Some are still with me all these years later, and I don’t them that for granted – not for a single minute!
Jooce was never about chasing awards or being the biggest marcoms agency in the room. It’s always been about getting the job done properly, working with people I like and respect, and helping clients raise their profile and ultimately win work.
The best bits? When you’re brought in early because you’re trusted. When someone genuinely values your advice. When a referral comes from a long-standing client or an industry friend – that really means a lot. And when you can look at a finished project and think, “We did it – it looks great, the client’s happy, and that means we’re happy too.”
What’s Been Hard
Losing clients is tough.
Sometimes it’s budgets or internal changes. Sometimes it’s a slow fade-out and you’re left wondering what happened. Even when it’s not your fault, it still knocks you sideways.
Because Jooce isn’t just a business – it’s me. So when someone walks away, it doesn’t just hit financially – it hits emotionally too. The confidence dip, the self-doubt, the spiral of “what ifs” – it’s very real, and it doesn’t get easier with time.
Also, running a business can be quite lonely. And I’ve learnt that the people you think will support you usually don’t. In fact, some of the best support I’ve had hasn’t come from friends, but from industry colleagues – people I’ve met along the way who’ve had my back when it mattered, supported me in rooms I’ve not been in, shared my successes, and spoken positively about me when I wasn’t there to do it myself. And some of them have become cherished friends.
What’s Kept Me Going
Passion and persistence. And the fact that I still care. I still really enjoy the work. I get a real buzz from solving problems, helping clients communicate more clearly, and doing work that feels real and grounded. Watching clients win work and grow as a result – that’s the icing on the cake.
So, 18 Years On…
Jooce is still here. I’m still here. I’ve made mistakes, learned a lot, and kept moving. There have been moments of growth, moments of doubt, and moments of sheer survival – COVID, I’m talking to you – but I’ve kept going. Would I change anything? Maybe. But the hard bits taught me just as much as the wins did – probably more.
If you’re out there running your own business, and it feels stressful or frustrating – I totally get it. Just know that you’re not alone.
I can’t write this without thanking the clients who’ve stuck with me, and the industry friends who’ve been far more supportive than some people I used to call friends. You know who you are – I appreciate each and every one of you!
So, here’s to whatever comes next – hopefully more of the same: amazing clients, continued industry support, and genuine friendships.
Author: Debbie Darling, Jooce Marketing & PR