They were definitely on the verge of shutting the company down in March because nobody was buying any of the crap on sale. Sixteenth closed Jack Edwards' store in March and the same time, Ruby posted a weird video talking about her flagging sales and blaming it on ordering too many yearly planners because the academic planner sold so well (it didn't).I'm amazed they are going for another round of the planners? Didn't they have to drop the price of the last lot, as they weren't shifting?Maybe this might be a last hurrah because she's off to Oxford and an academic planner is still relevant and 2 fans might want them. Next year though, who knows?
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There's also been no posts on the company social media since that time, so I imagine the product manager told Ruby it wasn't worth the cost and they were going to shut her store down as well, then she talked them into one last small academic planner batch with minimal support from Sixteenth, so they got rid of the intern they had manning the Insta account.
Maybe Ruby offered to finance the next batch herself just to give the dead horse one last flogging so she can act like she was busy with something during her gap yaaah. Then she'll blame the workload at uni for not being able to continue with the business she never had any real involvement in and spin it as less of a failure.