The making of C'est Cool...

rooted in connection, creativity, and the freedom to be and do absolutely whatever we’re called to.

Aug 14, 2025

While this is new to you, C’est Cool has been living in my head for years. From beginning my career alongside founders to stalking my favorite female creatives to reading every biography I could get my hands on since the ripe age of 9, I’ve been obsessed with the idea that someone could create something from nothing more than a spark of inspiration.

My own spark was ignited after the latest US election.

I, like so many others, found myself deeply devastated, disappointed, and discouraged by the results. Particularly as a woman, I felt left behind, disregarded, and as if the effort and the pain of those marginalized voices who spoke up so that I, and so many others, could live a life nearer to equality, had meant nothing.

Logically, I knew that these efforts hadn’t been erased. But emotionally it hit really hard.

In the midst of that grief, I did what many of us do - I turned to TikTok. I watched videos of people all over the world crying, venting, reflecting on feminism, racial injustice, and generational pain. Parents filming as they explained the news to their daughters. The heartbreak was collective, and strangely comforting. My algorithm served me pain, but it also served me a sense of belonging.

I was grateful for that. And even more grateful for the fire it lit under me. I told myself that if I was going to be this upset, this angry - and watch other people feel the same - it would be a complete waste of energy if I simply stood by and observed. I needed to do something. I needed to take some kind of action to at least try to contribute to change.

I’ve always been drawn to and had admiration for entrepreneurs.

I’m the daughter of a man who grew up with very little and built a business from the ground up, creating a life for our family that felt both stable and full of pride. (I also credit his work ethic - beautiful and relentless - as a contributor to the heart attack that took his life at 56. But that’s a conversation for another day.)

After college, I moved to Los Angeles and became an Executive Assistant to multiple founders and CEOs. I often saw my dad in them. The work was grueling. The hours were long. Often, they drove me crazy. But I was captivated. These people weren’t just working - they were building.

So, where’s this contribution to change coming from?

Say what you will about capitalism, but it’s the structure we’re in. While I’m far from capable of setting out to reinvent the global economy, I realized that I could shift something meaningful: my own spending power.

There’s a world of female, queer, and culturally diverse creatives and founders who are building businesses, sharing stories, and challenging the default. I think we can consider the support for them as more than just a purchase - it’s a vote for a different kind of leadership.

While I don’t believe in vilifying the straight white man or reducing any group to a stereotype, I do believe we need more diversity in power. And in our society, power often flows through money. So I decided to put mine where my values are, and maybe encourage a few others to do the same.

Why “C’est Cool”?

While there is a seriousness to this mission, my deep love of creativity, design, and innovation is also at the heart of this. I didn’t want to highlight founders and creatives simply because of what they represent - I wanted to spotlight those who inspire me. Those whose work feels original, brave, thoughtful, and cool.

I kept coming back to the phrase: Cool is subjective. Creativity is inclusive.

There’s no one definition of what’s “cool.” There’s no one person who owns creativity. That’s the space I wanted C’est Cool to come from - things I (and hopefully others) find inspiring, expressive, and worth celebrating.

And with my long-standing aspiration to speak fluent French, C’est Cool - a simple translation of “That’s cool” - felt right.

Your expectations.

I hope this becomes a place of inclusion, inspiration, and community. Each week, I’ll share stories - highlighting a founder, a creative, or a brand that moved me.

I hope their stories encourage you to step out of your comfort zone and create what you see missing from the world. I hope shining a light on the unique gifts of others helps remind you of your own.

And I hope, with time, I can introduce you to some of your new favorite people, places, and things - founded by those you’re proud to support.

My hopes for this brand are wide and far-reaching. But for now, I’m just really glad you’re here. And I’m incredibly grateful to those who came before us - who made it possible for me to be sitting in front of a computer, without permission from a husband, telling you stories of people who’ve carved a way forward, and are building the lives they dream of.

If there’s a founder, creative, or just someone doing something you’re loving right now, I encourage you to share their name or business in the comments - partly to build on my own research but also so this can be a community of lifting up those we find overwhelmingly deserving of support.