1. Choose your palette and 8–12 designs 2. Order the moulds and the materials 3. Pre-sale pricing: 20% for members, 12% for everyone

Your costs are fixed, and nothing is sold out yet.

Start later: full price, limited stock, longer lead times.

1. Test colour, scent and curing time 2. Run the batch, and finish every piece properly

A whole month to get it right, with no rush.

Start later: stock arrives in November, and you make while you sell.

1. Shoot your main, lifestyle and detail images 2. Work out your unit cost and set your margin 3. Go live before the market fills up

You’re on the shelf while others are still making.

Start later: listing in December leaves you two weeks.

1. Open to your own customers first 2. Push through the gifting weeks 3. Publish your shipping cut-off

A full eight weeks of selling.

Start later: two weeks, and everyone competing for the same couriers.