Whew… what a ride 2024 turned out to be. Let’s do the spark notes version from 2020 to 2023, shall we.
- 2020: I launched RUDD at the height of the pandemic in April 2020.
- 2021: Plenty of learning curves, pop-up shop markets, and growth!
- 2022: I got a job in influencer management, and put RUDD into a bit of an autopilot.
- 2023: RUDD is officially put on pause and I began ideating a new direction.
So fast forward to the middle-to-end of 2023. I was working for the influencer management agency that by this time, I knew, with full certainty, I no longer wanted to work for – like at all. Not only was I overworked, unappreciated, and underpaid, but the work had become so incredibly draining that I had nothing left to pour into anything else let alone RUDD. Lucky for me, I parted ways with said agency and suddenly my brand pivot became crystal clear.
✨ Divine timing and alignment ✨
I had a moment where I kind of beat myself up because I'm not sure why this didn't come to me sooner...I just remembered this nagging feeling I had that I couldn’t shake from the top of 2023. I knew I wanted to pivot away from fashion/streetwear and into something I was equally passionate about. I realized my passion didn’t just align with fashion; it’s the whole picture I'm in love with. The intentional efforts, big or small, that we all make to look and feel good is where my true passion lies – How we style our clothes (not just wear them), our jewelry choices and the story behind each piece, which colorful sunglasses or handbag to wear based on the mood or theme of the day, and the age-old joy of how we choose to care for and wear our nails.
Nails had always been a love of mine I remember coming home from school as a little girl to find my mom and dad had placed press-on nails from the dollar store on my bed, which became a frequent surprise I’d come home to – thanks Mommy & Daddy love you 🫶🏽. Years later my mom shared with me that she was a nail technician and quite a successful one in Florida back in the late 80’s/early 90’s! So needless to say my love for nails has been nurtured for as long as I can remember.
Like so many people I STAY with my nails looking good, but more importantly, my nails are healthy; something I am very proud of and what I want for everyone. So at the top of 2024, I made the decision that RUDD would pivot into nailcare, but that wasn’t all… I wanted to back this new direction with the education to match. So I decided to put myself through nail school and become a licensed nail technician! – and what a journey that was (that's a story for another day).
This year has had its lows, for sure, but thankfully there have been way more highs. I can say that I finally understand exactly what people mean when they say "I honestly don't know how I got through all of that". All I will say is if my faith wasn't already crystallized it certainly is now. I have no idea what this new direction will bring but I choose to lean into the excitement of the journey versus any fear or uncertainty.
For now, that summarizes everything up to this point. When I say 2024 has been one hell-of-ah-ride I mean- this year has been absolutely nuts, but one that has been so transformative and rewarding. I'm so excited for you to join me for this continuous journey and I especially hope my story inspires you to do your BIG one whatever that means for you.
With love and light always,
Zoe
A big thank you to my incredibly talented friend Asia Smith, of One Seven One Three, for your creative eye, collaboration, and capturing these lovely shots.
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