People rally around small business owner who received a hurtful email masked as advice

Putting yourself out there on the internet is tough, and it’s definitely not for everyone. While social media can bring supportive comments and a loyal audience, it can also deliver harsh criticism disguised as "advice." Leah, the owner of Ethereal Jewellery, a small business selling handmade jewelry, experienced this firsthand. Leah, who shares her work as @etherealhandmade on TikTok, recently posted about receiving a cruel email wrapped in so-called helpful feedback.

"Today I received the worst email I have ever received in four years of having a small jewelry business," the text overlay on the first slide read. "And with my track record, that's saying something." In the second slide, the business owner shared the email, which began, "Hey, I have been following you on TikTok and I have to say, I love your jewelry! It's really beautiful." The person added, "My aunt runs a super successful clothing business on TikTok, so I figured I'd share a little advice that might help you boost your sales." They expressed, "Don't take this the wrong way, but honestly if you lost a bit of weight and put more effort into your appearance, I think it would seriously help your brand."

"Your jewelry is stunning and I just think that it would sell even better if the person behind it looked a bit more polished. Or you could always hire someone more attractive to be the face of it," the follower wrote. "Just some honest feedback. I want to see you grow. (Your business, not you.)" The person concluded their email by giving best wishes to the business owner. Leah uploaded the photo of a heart-shaped pendant and wrote, "Thanks Helen, X" as a reply to the email. The caption to the post read, "Love actually isn't all around," pointing out the woman's hurtful and unsolicited comment on her appearance.

The post quickly went viral, racking up over 5.4 million views and more than 390,000 likes. People flooded the comments with support for Leah and her business. @amber_louise004 wrote, "I have never once thought, 'Wait, let me check if the owner looks pretty' before buying from a small business. What?" @followtherum commented, "You are absolutely beautiful and worthy of being the face of your brand." @r.gevers remarked, "I was absolutely in shock reading the email. I am sorry, how are people so freaking cruel. PS. You are absolutely beautiful just the way you are." @alexasantiago12124 expressed, "What on earth was going through that person's mind that they thought this was an okay thing to say? Like what was the thought process."

@mewlinmonroe shared, "Oh my god. You are perfect and beautiful. Her words are a reflection of her own self-worth. Please don't take them personally." @claire.ruth.628 pointed out, "I haven't stumbled across your page before, but because of that email, I have followed and would absolutely be supporting your business. Best of luck, beautiful." @ellietatters said, "People are so jealous. Don't listen to anything that they have said, Leah. You and the rest of the Ethereal team are stunning, inside and out."

You can follow Leah (@etherealhandmade) on TikTok for more updates about her business.