How loving my work helped me to survive in business

Running your own business can be full of setbacks – but Amy Gastman, owner of Eat by Amy and Crumb, has found a way to keep going when things get tough.

From mindset shifts to practical steps you can take when it all seems like too much, Amy’s journey from journalist to meal prep provider to cookie shop owner shows how you can keep going – if you remember one thing.

When people look at my businesses now – Eat by Amy and Crumb – it can seem like a neat, intentional journey. But the truth is, none of this was planned in a straight line. It grew out of uncertainty, messy decisions, and a lot of setbacks.

I’ve worked in food for over 11 years. I started out as a food journalist, before taking what was meant to be a career break to study an MA in the Anthropology of Food. I finished that degree right as Covid hit – and suddenly the path I thought I was on no longer existed in the same way.

Both of my parents have been self-employed, but I never imagined that for myself. It took a global pandemic to push me into starting something of my own.

Eat by Amy began as an online vegan meal prep service, run from my mum’s kitchen. In January 2021, it expanded into a bricks-and-mortar wholesale bakery. Years later, Crumb was born, which has just turned one.

The early years were messy, heavy, full of setbacks and unknowns. But there was one thing that stayed consistent throughout all of it – I loved the work.

Here’s everything I’ve learnt about building a food business – plus a chance for you to win £500 to grow your own small business.

Tip 1: Be honest about the reality of running a business

Running a business isn’t glamorous.

It’s constant problem-solving, high-stress moments, and carrying emotional weight that doesn’t always get talked about. There are days when everything feels like it needs fixing at once, and the pressure of being responsible for every decision can feel overwhelming.

Here’s a secret: Crumb opened because Eat by Amy wasn’t making a profit. Making money when you’re working for yourself can feel like a distant dream. In fact, this is the first year I’m earning more than I did as an entry-level journalist – after years of building, adapting, and taking risks.

My first year of trading created a false sense of security. It looked like success on paper, but every year after that, I was simply breaking even. When you’re putting everything you have into a business, that reality can be hard to sit with.

I’m very fortunate that my mum has let me overstay my welcome in her house – which has let me survive earning very little for the last few years. Thanks mum – I know many others aren’t as fortunate!

Tip 2: Loving your craft can carry you through the hard parts

What stopped me from quitting wasn’t confidence or certainty – it was loving what I was creating.

Caring deeply about your product or idea gives you direction when things feel bleak. On bad days, passion becomes the thing that keeps you moving forward – even when the rewards feel far away.

Breaking even isn’t a reflection of personal failure. It’s often just the reality of running a business. There are countless expenses and responsibilities to cover before you can pay yourself – and that doesn’t mean you’re doing it wrong.

Loving the work made it possible to keep showing up, even when the financial side lagged behind the effort.

Tip 3: Reconnect with why you started

When things feel overwhelming, I go back to the moments that first made the work feel meaningful.

Seeing customers enjoy what I’ve made. Being trusted with people’s food, events, and celebrations. Those moments act as reminders that I’m good at what I do – even when stress or numbers suggest otherwise.

There’s meaning in making something for people. In feeding people. In creating something tangible that brings joy.

Along the way, I also learned that passion doesn’t equal perfection. You can care deeply and still struggle. You can love your work and still make mistakes. Both things can exist at the same time.

Tip 4: If you’re starting out, focus on small wins

If you’re scared, confused, or feeling lost – I’ve been there.

Loving your work doesn’t remove the challenges, but it does make the tough days survivable. It gives you something to hold onto while you figure everything else out.

When focus feels impossible, I plan my days around small wins. Instead of writing a task that feels overwhelming – like “reply to all my emails” – I break it down.

Instead, that task becomes “reply to one person.” Completing one achievable task creates momentum and motivation to keep going.

You don’t need to have everything figured out from the start. Passion helps you work things out along the way.

Tip 5: Know that something small can make a big difference

If you’re building a business of your own, you don’t have to do it alone. One small achievement can be a big step in the right direction. If I was starting again, and only had £500, I know I could take a huge step with that. Watch how I’d do it below:

Want to win £500 for your own small business? Enter Simply Business’s competition to take your own small step. Because sometimes, the right support at the right time makes all the difference.

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• How to write a marketing plan for your small business
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