Founder’s Note

I had the name before I knew what to do with it.

I read about blue honey years ago and held on to it. It’s made by steeping psilocybin mushrooms in honey. It takes on this deep violet-indigo color, and the longer it sits, the further the color runs. There was something about it that felt familiar to me creatively. Layered, yes, but also a little difficult to place.

For years that was all it was. A name I liked, stylized as Bluhoneí, holding whatever I was drawn to or hadn’t found a place for yet. Most of what I built carried someone else’s name. I helped brands and people get clear about what they were, and I was comfortable behind the scenes. And good at it.

At some point, though, I started thinking more about what I had put down along the way, and who or what had been getting first claim on my time.

Then I started hearing versions of that conversation everywhere. From women I knew well and women I had just met. It would come up over dinner, on the phone, somewhere in the middle of talking about work or money or what somebody was doing next. They were all trying to make sense of what they wanted now, more than looking to be reinvented.

I couldn’t find much that spoke to that without turning it into inspiration or handing us another set of instructions for how to do life better.

So I built the thing I was looking for.

Bluhoneí is for the woman in her second act who has no interest in pretending the first one didn’t happen. She isn’t starting over, and she’s not trying to become someone else to get what she wants next.

She has history, and she knows what works for her now, or at least enough to question what doesn’t. She is finished asking whether wanting more requires an explanation.

We talk about money and style, wellness, culture, what’s on the table and what’s happening around it. We do it assuming she’s paying attention.

Bluhoneí started with me, and it is still personal. I imagine it always will be.

But it isn’t only mine anymore.

Love,
B.