Turning 28: on trust, letting go, and the birth of my fashion label SONEA
This weekend I'm turning 28, yay.
And birthdays always make me pause for a moment and look back at the year that has passed.
Honestly, I don't even know where to begin with this one.
My 27th year has been intense. Beautiful and painful, expansive and challenging, sometimes all at once.
There have been incredible highs and some very deep lows. So much has changed in my life, both in ways I chose and in ways I never saw coming. Some things I thought would stay have shifted. New things have entered my life. Dreams have started becoming real, while other parts of my life have asked me to completely rethink what I thought I knew.
It feels like I've lived many different versions of life within just one year.
And somehow, here I am - about to turn 28, still processing parts of it, while also feeling curious about what this next chapter will bring.
What This Season Is Teaching Me š
More than anything, this season is teaching me about trust.
Trusting even when I don't know exactly where things are going. Letting go of the need to have everything figured out before I take the next step. And accepting that sometimes things change, plans fall apart, and the way forward looks completely different from what I had imagined.
I'm also learning to ask for help ā¦ and, maybe even harder for me, to actually receive it.
For a long time, I've been used to figuring things out on my own. Having my own ideas, following my own vision, finding my own way. But I'm realizing more and more that I don't have to carry everything by myself.
That I can recognize my limits. That I can lean on other people. And that allowing someone else to bring their strengths into something doesn't take anything away from me.
And strangely, building my own fashion brand has been teaching me many of those exact same lessons.
Building my own fashion brand šæ
I've dreamed about creating my own fashion label for such a long time. But bringing a dream like this into reality asks so much more of you than I ever imagined.
Actually building it has been a completely different experience.
There are so many decisions behind every little detail. Fabrics, fits, colors, production, packaging, names, timelines ā¦ and a hundred things I never even knew I would have to think about.
And if you know me, you know I have a lot of ideas. Probably too many sometimes. I can see so many different possibilities at once, which is beautiful creatively, but can also make it really hard for me to choose one direction and stick with it.
Building SONEA has shown me how much a creative vision also needs structure, consistency and people who know how to turn ideas into something real.
And over the past year, that's exactly what has started to form around this dream.
There have been countless changes along the way, a lot of learning, rethinking and starting over. But seeing something I once only imagined slowly become tangible still feels a little surreal.
Without this team, SONEA simply wouldn't be where it is today. And I'm endlessly grateful for every person who has helped bring this little dream to life.
The birth of SONEA
This birthday feels like the beginning of a very special new chapter.
Because with turning 28, a long held dream is finally becoming real:
At the end of September, my first own fashion label will see the light of day.
Even writing this feels a little surreal.
So here is a little more about my upcoming clothing brand:
SONEA was born from something I've always deeply believed in:
that what we wear can be so much more than just clothing.
It can be an expression of who we are. Of how we feel, who we are becoming, and all the different parts of ourselves we want to bring into the world.
I've always been drawn to pieces that feel special. The ones you discover and instantly feel connected to. Pieces that don't feel like something everyone else is wearing, but somehow feel like you.
And that is what I want SONEA to be.
A world of unique, soulful pieces made for self expression. Clothing that invites you to play, to create, to make it your own, rather than telling you who or how to be.
Because to me, getting dressed has always been deeply personal. It's a way of connecting with ourselves - with how we feel, how we want to move through the world, and what feels true to us in that moment.
And I want SONEA to leave space for exactly that.
For you to wear each piece in your own way. To follow what feels good. To express yourself intuitively, freely, and without dressing for anyone but yourself.
SONEA is an invitation to come home to yourself - and express yourself from there.
You can follow SONEA on Instagram here and be part of this journey from the very beginning.
And if you'd like to come even closer behind the scenes, receive little pieces of the story I won't necessarily share anywhere else, and be the first to know when our first collection launches, you can join the SONEA newsletter here. š¤
There is so much I want to tell you: about how this all started, the beautiful moments, the things that went completely differently than planned, the people behind it, the fabrics, the process, and everything this journey has taught me along the way.
I can't wait to finally let you into this world.
And through all of this, Iām learning to trust what is falling away, to allow myself to be supported, and to make space for what wants to be born next.
With love, Jamy
