A failed case study: How I couldn’t retain my first independent client

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To be fair, not everything works out. Some things are bound to fail even though there weren’t any clear, early signs of failure. Yet there were plenty of incidents that made you feel like this was part of the pattern and the inevitable would happen. That kind of sums up my most recent experience with my very first independent client. 

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I didn’t quit my full-time job to start my own company. In fact, Influx Studios isn’t even a company yet. It’s a website. But I do want it to become a stand-alone creative studio where I can work with independent clients. After a little looking around I came across a post on Facebook where someone was asking for a freelancer who would help her manage her Instagram and Pinterest accounts.

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I reached out. We both got talking, it felt as though she wanted to do a lot but right now she didn’t have the right resources. I would be the one to provide her with those - photoshoots, post copies, creatives, editorial calendar, analytics - the whole package. After our brief introduction, I also gave her a complete strategy for the next quarter to estimate how we can grow her accounts. 

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I had an action-plan in place for her. But when it came to the execution part…let’s say, I quickly found out that we didn’t exactly have the same understanding of the strategy. We weren’t aligned on our metrics, our process of work, and feedback loops. We both tried on our own ends to meet somewhere in the middle. 

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But soon, the whole thing fell apart. And after an unfortunate discussion, I decided to step back. I don’t regret it, but I do feel bad that I couldn’t retain my first client. 

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But what went wrong with my first client? 

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Was it always destined to be doomed? Or did we give into the initial sparks a bit too soon? 

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Before I move forward into the article, I want to make it clear that for any failed projects I will try to not name the client. It is simply to protect their privacy. 

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I do believe that on my end, I made a hasty decision. 

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The idea of having my own independent client for the first time was tempting. I was willing to go all in. I was also quite proud of the strategy. Keeping in mind that they are a solopreneur like me, I envisioned us to be a tight team, burning the midnight oil, taking creative risks, and producing wonderful content that was niche yet engaging. 

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But I did not foresee reality. Since it was their first time, too, they probably couldn’t help but be overly involved in the whole process. This meant that they wanted to follow rules and rules alone. They chucked down any idea that wasn’t a “trend” - not on the basis of the idea’s merit but more due to the lack of understanding about how a platform works. My client came from a niche background of luxury design; and their idea was to leverage Instagram and Pinterest to get direct leads. 

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The problem here was that they were aiming for the exclusive 0.5% consumer by leveraging platforms that ultimately cater to the mass consumer. The strategy was brilliant to help them gain brand awareness and to develop contacts with individuals who could be suppliers or influencers or even agents. But their ultimate clientele weren’t spending their time on social media. 

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Does social media even work for luxury brands?

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Yes and no, and it will depend on the products. For consumer items such as bags, clothes, watches, etc - they mix high-end exclusives for their wealthiest clients with more relatable ideas that appeal to a younger, upscale crowd. However, when it comes to luxury services that thrive on rarity, discretion, and premier experiences, social media might not be the best place to attract the ideal client. 

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Here’s why:

1. Overexposure - Posting frequently is the proven best way to maintain an engaged community. But to attract clients who might want to keep their identity private, this could become a red-flag as they wouldn’t want to work with someone who caters to the masses.
2. Wrong audience - As social media rewards virality and volume, it could be a great place to exchange aspirations. But not necessarily the ideal place for the high-net-worth individual, who (once again) isn’t curating designer first-hand. 
3. Pressure to perform - The demand for constant posting and trend-driven formats can make even the most thoughtful, handcrafted design feel rushed or superficial. It risks reducing nuanced, high-end craftsmanship to bite-sized “aesthetic” content that doesn't reflect the depth of your process.

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But on the flip-side if done right, these exact disadvantages can be the greatest assets. Social media for luxury services can act as a mood board not a marketplace. It is perfect for narratives, such as before-and-after stories, vintage finds, drawing board to living room transformations. If done in a selective, refined and editorial way, it can act as a vision board of the designer. 

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Then what did not work out with my client?

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The fact that we were both first-timers did not help. But if I were to speak about me as the service provider, here are a few things that made me discontinue the collaboration and would potentially tip-off future clients:

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• Pay range - Whether we're just starting out or well-established, we're all working to make a living. One of my biggest challenges has been clients who don’t pay enough. At this stage in my career, fair compensation is especially important — not just as motivation, but because I’m actively investing in tools and resources to deliver better content. When the pay doesn’t meet even the basic threshold, it’s hard not to feel discouraged.
• Core values - This is understandably a difficult question for businesses which are just starting out. Most of us in these early stages want to experiment; I do, too.We might not have everything figured out yet, but we usually have a sense of where we’re headed. Experiments are what make a brand unique, definite, and sustainable. But it is equally important to establish a few core values early on. They act as your compass — something to return to when you’re unsure or facing tough decisions. Without those values, our work becomes a random bunch of experiments that take us nowhere.
• Accountability - A simple acknowledgment like, “That was on me. I’m sorry — let’s fix it,” can go a long way in maintaining trust. In the early stages of my first client collaboration, there was a healthy sense of accountability, which I really appreciated. But as the project progressed, that shifted into more of a blame game — especially when it came to revisiting and questioning things that had already been approved. In a professional setting, where both sides have a lot invested, it’s important to approach challenges with fairness and clarity. 
• Quality work - One of the reasons freelancers take on new projects is to strengthen their portfolios. But when the quality of the work ends up compromised — to the point where it’s not something we’d want to showcase — it naturally takes a toll on motivation. Even if the budget is on the lower side, a project can still feel worthwhile if the work is creatively fulfilling or receives meaningful engagement. That kind of momentum helps keep things moving. But when the end result isn’t something we’re proud of and the compensation is low, it becomes harder to stay invested.
• The gratitude trap - Probably the scariest of them all! Praises can act as a motivating factor because it shows that our work is being recognised. But empty compliments, or praise that feels more like a guilt response than real recognition, tend to have the opposite effect. It quickly becomes clear that the feedback isn’t about the work itself, but about managing a situation or easing discomfort. In the end, that kind of praise doesn’t help the process — and professionally, it doesn’t move things forward.

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But that’s the learning curve

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As beginners we tend to say yes to anything out of fear that the next thing might not show up, but in reality something always shows up. Looking back, I don’t consider this experience a failure — just an early, honest checkpoint. One that helped me understand not just how I want to work, but who I want to work with. I’ve learned that strategy alone can’t save a project; alignment, mutual respect, and clear communication are just as vital. Especially when you’re building something from scratch.

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If you’re a freelancer reading this, I hope this gives you some clarity or comfort if you’ve had a similar experience. And if you’re a brand or business looking to collaborate, maybe this offers a peek into what working with a creative partner can (and should) feel like.

In either case — thanks for reading. If you're curious about what I’m building or want to chat about potential collaborations, feel free to reach out or explore more on my website.

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