Every brand has a story, and this one didn’t begin with a product. It began with a girl, a notebook, and a head full of ideas
that never quite learned how to sit still. And before I tell you where those ideas led, perhaps I should tell you a little more about
the girl who dreamed them up.
I've always been a creative person. I'm a photographer, I collect quotes, I love writing, journaling, and pretty much
anything that allows me to turn the things in my head into something real.
And believe me, there's a lot going on in there!
My mind rarely stops. There's always another idea, another project, another photograph I want to take, something I want to write,
or something completely random that suddenly feels like the greatest idea I've ever had.
And honestly? I wouldn't have it any other way.
In 2017, I followed my heart and moved to Australia, not knowing that the greatest journey I'd take
would eventually be the one back to myself.
Very romantic in theory.
Slightly more chaotic in practice.
Somewhere along the way, between growing up, changing, moving on and the whole figuring-life-out business,
I realised how easy it is to lose touch with little pieces of yourself.
The things you used to love. The dreams you quietly put aside. The parts of you that get buried underneath everything life asks you to be.
Writing and journaling have always been ways for me to slow down, make sense of my thoughts, and reconnect with those parts of myself.
And somewhere between all those thoughts, photographs, notebooks and ideas, S’Magical began to take shape.
The idea behind it is simple: to bring a little more magic into everyday life.
A cup of coffee and a journal. A sunset worth stopping for. A photograph that brings back a beautiful memory.
Getting completely lost in a book, a movie or a song.
All those little things that make life feel a little more wonderful.
And then, one night, something happened.
I was sitting in my home office, with the moon shining through the window, when ideas started pouring into my head.
I picked up my notebook and started writing. Thoughts, feelings, little pieces of myself. I wasn't following a plan,
and I certainly wasn't thinking about creating a product.
I was just writing, letting one thought lead to another.
I didn't know it then, but those pages would eventually become It's YOU.
What started as a way of putting my own thoughts and feelings into words slowly grew into something more.
The more I wrote, the more ideas came to me. Questions I wanted to explore, memories I wanted to revisit,
things I hadn't thought about in years.
And it wasn't just about me. It was also inspired by conversations I'd had, stories people had shared with me,
and all those little moments when someone says something that stays with you long after the conversation is over.
Somewhere along the way, I started wondering what it would be like to turn all of that into something I could share.
Something that might inspire someone else to take a little time for themselves, too.
That's when I decided to create a journal that feels less like something you have to complete and
more like spending a little time with yourself.
A place to write things down, revisit memories, answer questions you might not have asked yourself in years,
remember what you love, and maybe discover a few things along the way.
It's YOU isn't a healing journal, though you might heal a little bit anyway.
It's simply here to help you remember yourself.
And as for S’Magical?
Well, my mind certainly hasn't stopped coming up with ideas.
This is only the beginning.
xx, Bru