C'est Cool is Now L'étude
When I launched C’est Cool about eight months ago, I had no idea what it would become. Looking back at the early visual iterations, I still gasp a little. But this isn’t about looks. This is about evolution.
C’est Cool holds a special place. She was the identity that got me started, put my voice into the world, and connected me with founders I’m in genuine awe of. She felt like a warm hug. The encouraging older sister who always believed in you.
I love her cheekiness. The idea that “coolness” isn’t objective. That neither he nor she defines it, but you do. It’s an observation made through an individual lens.
But I also recognized that the cheekiness had become a cloak. A way of not taking this thing too seriously. When I tell people the name, it still feels fun. It just doesn’t feel like her anymore.
So we evolve. Into something that reflects the weight and intention of the founders, creators, and makers we celebrate. As Olivia Cummings once said simply: “It was never a little thing for me. It was always a big thing.”
It was always a big thing.
L’étude, pronounced lay-tood-uh, translates to the study. Exactly what this is. A study of creativity, entrepreneurship, and what happens when people step outside the rooms they were placed in. A search for the things we love, the people worth supporting, and everything that lights us up.
Welcome to L’étude and thank you for continuing this journey with me.
A few favorites below to catch up on.
Alexandra Cadiz and the Creative Life That Refuses to Be Singular
On a quiet stretch of the pandemic, in an apartment slowly filling with clay, a ceramic lamp began to take shape. Not as a product launch or a business strategy, but as an experiment between two people who had spent most of their adult lives building careers that looked sensible on paper. Micah sat at the kitchen table pulling apart electrical component…
Mariana Ertmann Builds Things That Last
Mariana Ertmann needed a sandalwood comb. Not any comb, but one that felt right in her hand, carved from real wood, weighted properly, something that carried a sense of permanence. She looked everywhere and found nothing that met the standard she had in her head. So, naturally, she went to her father-in-law’…
The Woman Behind The Rings. The Custodian of Heirlooms.
Before I had ever spoken to Olivia Cummings, I sensed a warmth about her. Heart-led feels like an overused and under appreciated term. But for Olivia, it rings deeply true.
Beyond excited for this new chapter 🥰