From “self-care” to “shelf care,” Lorena Hixson is giving women the gift of reading, relaxing, and reclaiming their me-time—one subscription box at a time.
You know how sometimes the universe just gets cheeky with its timing? That’s exactly what happened when Lorena Hixson, founder of ShelfCare Box, joined the Shelf Made podcast. The name synergy was almost too good.
Lorena’s story is one of passion-meets-purpose, with a healthy dose of “I have no idea what I’m doing but I’m doing it anyway” energy. And we love that for her.
The Birth of ShelfCare Box was a Cozy Moment in a Winery
It all started with a wild idea in a Texas winery (as all the best ideas do).
Lorena had already been running a self-care subscription box for five years—books included—but when she asked herself (and her subscribers) what they loved most, the answer was obvious: the book.
So in January, she rebranded and launched ShelfCare Box, a simplified and book-focused subscription that includes:
- One feel-good book (usually fiction, romance, or thriller)
- A bookish gift (think bookmarks, tumblers, etc.)
- A skincare item (because reading with a lip mask on is peak luxury)
It’s a mini “me moment” in a box.
From Childhood Escapes to Entrepreneur Dreams
Books have always been Lorena’s thing. Growing up, they were her safe place. She’d escape into them when life got messy, overwhelming, or just plain loud.
Then, in her late 20s, she started devouring personal growth books, shifting from romance and fantasy to mindset and self-improvement. Through reading, she reshaped her thoughts and ditched old limiting beliefs.
And that’s when the idea struck: “I’m not the only woman struggling with these mean-girl thoughts in my head. What if I could help others through books, too?”
Spoiler: She could. And she did.
Launched During a Pandemic… and It Took Off
Lorena launched ShelfCare Box in early 2020—yep, right as the pandemic hit. She was still working full-time as a nurse, shipping boxes out of her two-bedroom apartment, and figuring things out as she went.
But then came the Facebook ads. With a one-hour course and zero prior marketing experience, she learned how to run her own ads and BOOM!
Within a year, she went from zero to 1,000 monthly subscribers. By the end of 2020, she quit her nursing job to run her box full-time.
Not bad for someone who had no idea what she was doing, right?
The Reality of Overnight Success
Here’s the thing Lorena learned the hard way: wild growth without the business skills to back it up? Kind of a hot mess.
“I didn’t know how to run a business at that scale,” she says. She made mistakes. Hired the wrong people. Chased shiny objects. Bought courses she didn’t need. You name it.
But that messy middle? That’s where all the real growth happened.
Today, ShelfCare Box is leaner, stronger, and more aligned with Lorena’s original vision. She’s got a small but mighty team, a fulfillment partner, and most importantly, she’s finally able to be the creative visionary instead of drowning in the day-to-day.
The Facebook Ads Secret Sauce
What made Lorena’s ads work when so many others flop?
She credits a few key things:
- A killer offer (Half off your first box + a free tumbler if you subscribe for six months? Yes, please.)
- Interest-based targeting (She got deep into Facebook’s ad manager, finding women who love books, skincare, and self-care.)
- Quick testing + iteration (If an ad flopped, she pivoted fast.)
And that’s still working today. “Just this month I’ve brought in 125 new subscribers through Facebook ads alone,” she shared.
What’s in the ShelfCare Box?
Each ShelfCare Box is thoughtfully curated with goodies. The current one has:
- A trending book you’ve probably seen on BookTok or Instagram (no more decision paralysis!)
- A custom-designed bookmark (yes, they design these in-house!)
- A pampering skincare item (like a lip mask or bath soak)
Everything’s beautifully wrapped, tucked in craft paper, and delivered like a little care package from a friend who really gets you.
Advice for Bookish Business Dreamers
Thinking of starting a bookish business? Lorena has some heart-to-heart advice:
- Start messy. “I didn’t know what I was doing either,” she says. “You figure it out by doing.”
- Reach out. Publishers, authors, fellow entrepreneurs—don’t be afraid to ask questions.
- Don’t get discouraged. Some people will gatekeep info. Others will welcome you with open arms. Find your people.
Action creates belief. Waiting until you’re “ready” is a trap. Start small and build confidence as you go.
What Lorena’s Reading Right Now
Like any true book lover, Lorena has multiple books going at once:
- The Compound Effect by Darren Hardy – For building better habits and avoiding “squirrel brain.”
- The Wedding People by Alison Espach – A fun fiction read with shelf-care vibes.
- Influencer by Brittany Hennessy – A guide for building a personal brand.
Keep Turning the Page
Lorena’s journey is such a reminder that you don’t have to have it all figured out to start. You just have to start.
Whether you’re dreaming of launching your own business or just want a quiet moment to yourself with a good book and a lip mask, ShelfCare Box is here for it—and so is Lorena.
You can find her online, in your Instagram feed, and probably buried in a stack of TBR books just like the rest of us.
Ready to reclaim your me-time? Go check out ShelfCare Box and let Lorena take the guesswork out of what you’re reading next.
