Indulgence is currently in a quieter, low season compared with the last, and Bethleheme shared some frustrating news: their Instagram, Facebook and personal Instagram accounts had been hacked for the second time since 2024. They are working with a specialist to try to regain access, though recovery looks unlikely.

The impact has been significant. With followers, customers and contacts lost, the team is protecting its community by sending emails, WhatsApp messages and formal letters to warn people about the hacker and head off any scams. As a result, the influencer marketing strategy has had to be paused until a credible page can be rebuilt.

Even so, Beteleheme highlighted how effective one particular influencer has been at consistently driving sales and store visits. On the website front, the team has put the consultants’ recommendations into action, simplifying the layout and placing more emphasis on storytelling.

Sharing their personal story online has proven especially powerful, with a real effect on sales. While website traffic and revenue are down for now (a combination of the hack and the low season), Beteleheme remains genuinely excited about the direction these changes are taking the brand.

The catch-up ended on a note of deep gratitude. Beteleheme is deeply moved by how well the team understood the brand’s vision and by the depth of research delivered in such a short time, and intends to implement every recommendation the students suggested.