FOUNDER FILES: THE SHIFT

i’ve never shared what I’m about to say - not like this.

The hardest part of building something beautiful is not rushing it. Waiting until it’s ready. Until you’re ready. That’s the silver hour. It’s not golden. It’s cooler. Sharper. You can miss it if you blink.

BRÛLÉ Silver Hours is out now. Live until this upcoming Tuesday.

I’ve never shared what I’m about to say - not like this. And I won’t be saying it again. Because I’m not here to make announcements anymore. I’m here to become the energy.

NEW BRÛLÉ Colette Tank from the SILVER HOURS collection in color Cendre. With BRÛLÉ Lowe pant in color Black.

For the past six years I’ve been online, trying to show up, trying to share - and I’ve done it. But so much of it - especially the louder seasons - has been driven by the fear of not being financially okay. Even with BRÛLÉ (more so in the past), I’ve felt this tension: “I have to promote it so it sells.” But the truth is (especially now), the product is that good. And I’m ready to build a business that has zero performing. More art. Actual talent. Which… I know I have.

This is the shift: I don’t want to be an influencer. I also don’t want to be labeled as the “anti-influencer.” I want to be the founder. I want to be the creative force. I want to be unreachable. And I am not saying this out of ego or vanity… it’s just what I want. And, it’s what I’ve wanted.

FOR YEARS, I have wanted this. Even before I had any sort of platform at all and was a nanny. I wanted it when I worked for the stylist Dani Michelle for free - driving all over the city and doing the grunt work on my own dime. But especially when I “got” any sort of online platform, I never FULLY did it because I didn’t know if it would work. It’s terrifying to be quiet in a world where everyone is loud. Plus, I now feel conditioned to take a picture and post it on my story - which is a habit, just like drinking too much coffee, that I want to break. And I don’t want to be the loudest in the room. I want to be the clearest. The most intentional. The most magnetic.

I am not about to disappear. I am going to become more precise. I’m still writing on The KB Report - four times a week. I am also turning it into a series of hard-copy books. I’m still sharing my style - maybe differently now. Less casual (which is how I have always liked to do it), but when TikTok became popular, I too made selfie outfit videos with music. No. I want to go back and STAY editorial. My Instagram is becoming a portfolio. No more “am I doing this right for the algo?!” My Substack is a publication. Mostly paid. Because… I do share the depth of my journey in growing this brand (and this life), I love this platform sooo much but I don’t want free access to all of my thoughts online.

And BRÛLÉ is the center of it all.

The Silver Hours drop reflects this exact energy. Cooler. More mysterious. More refined. Cendre, our custom dye color, captures it perfectly. It’s not loud. It’s layered. And it lingers. This drop is available until Tuesday. BRÛLÉ is open…you know the drill.

Now. Here is how I am actually going to make this shift real: every single morning now, I wake up and follow a strict, grounding routine - hot lemon water with celtic sea salt, celery juice (yeah I have been using my juicer), coconut water hojita matcha (THIS ONE) topped with a dash of malk coconut milk (sometimes on ice, sometimes hot).

My new morning drink <3 coconut water from the farmers market!

Then I use this