“After crying for two days… I deleted Threads”: Namelaka’s co-founder talks about her Easter record and the price of public exposure
15 April 19:30
Easter 2026 proved to be not only a peak sales season for the well-known Kyiv-based pastry shop Namelaka, but also a test of its operational resilience and communication stability. Summing up the results, Namelaka co-founder Yelizaveta Glotova essentially described the flip side of growth—an intensification of public criticism on Threads. This is mentioned in her Instagram post, reports
A record that’s “shattering into pieces”
According to Glotova, this year’s Easter sales season was unprecedented for Namelaka in terms of scale:
“This year, we were torn to pieces. We prepared a record number of Easter cakes in Namelaka’s history. Over 200 team members were involved in all Easter-related processes. Working in unison, like a single organism. With smiles even after insanely difficult shifts,” she said.
It’s not just about volume, but also the intensity of the production cycle. The company operated non-stop.
“Each of the many thousands of Easter cakes we produced came straight from the oven, as fresh as you can imagine. We waited for the cake to cool from the oven so we could decorate it and pack it for you in our beautiful… large box,” Glotova described.
Despite the significant volumes, Namelaka maintained a handmade production process.
“Several million marshmallow petals were cut out and dusted with powdered sugar by hand. And I can say with absolute certainty that we put our whole heart into every Easter cake,” Glotova clarified.
In her post, she specifically emphasized that even people outside the company were involved in the production:
“Easter at Namelaka brings so many wonderful people together. Even those whose paths have already diverged from ours, and who no longer work at the company, but come to help every year. And the guys who are serving in the military, but who took time off and used their vacation days during these most crucial days of the year, changed out of their uniforms, and stood shoulder to shoulder with us.”
Finally, Glotova thanked the bakery’s customers.
“Dear friends, thank you for your trust and the thousands of warm reviews about our Easter cakes! Thank you for being with us! Some of you for the first year, and some for the seventh!” she added.
Threads and “two days of tears”: what happened
At the same time, Namelaka’s co-founder’s reaction to public pressure on social media was quite telling:
“After crying for two days, I decided to let go of the sadness and deleted the threads,” she wrote.
And she added:
“I’ll never understand people who devalue and belittle others’ work like that.”
The context isn’t specified, but the rhetoric points to a wave of criticism of Namelaka’s Easter cakes that swept through the social network Threads.
Public pressure due to popularity
Namelaka has been actively expanding in recent years, and their Easter cakes have gone viral on social media. Such stories often lead to heightened expectations among consumers, as well as a more intense reaction from them in the event of dissatisfaction.
Read us on Telegram: important topics – without censorship
For businesses, this is a fairly classic situation: when a product that gains significant popularity automatically comes under the audience’s microscope. Meanwhile, a number of content creators simultaneously try to gain their own share of popularity by commenting on this same famous product in the most unexpected or emotional way possible.
As
