Two Years of Becoming

These past two years have been a process of becoming–not in pursuit of perfection, but of presence and understanding.

I remember when I decided to move to Mexico City. There were a few personal reasons behind that decision, but the real reason was that I wanted to pursue my dream of having my own brand. I didn’t know how or when it would happen, I just knew that if I wanted to give this dream a real chance, I had to be there, surrounded by people who were creating, building, and chasing something of their own.

It took about a year and a half after moving before I was finally able to launch. During that time, I learned a lot about patience and timing. I had already designed the launch collection while living in Cabo, in a space I had created with my partner at the moment, called Casa Musa. That place was special. It was where I first started to imagine what HOSEU could become.

But when the time finally came to bring those designs to life, I felt unsure. I had so many doubts — mostly because I had designed everything almost two years before actually launching it. That gave me a lot of time to overthink, to question every detail, and to wonder if what I had created still represented me. When the collection was finally done, I realized I didn’t connect with it the same way anymore. And at first, that scared me. It felt like I had already outgrown something I hadn’t even shared yet.

That was when I learned the importance of honoring my past versions. I realized that every stage; every design, every idea, represents who I was at that moment. And that’s something to be proud of, not ashamed of.

The first year after launching was a rollercoaster. Some days I felt confident and proud of what I was creating, and other days I doubted everything–from my designs to my decisions. There were times when I felt like I wasn’t moving fast enough, or that everyone else had it all figured out except me. But I kept showing up. I kept learning.

When the second year began, something started to shift. I felt more grounded, more sure of my voice and my vision. I started experimenting more, designing from intuition, and finding better ways to grow; not just creatively, but as a business. I stopped being afraid of reaching out, sending that email, or asking for an opportunity. I learned that growth doesn’t come from waiting for the right time, but from taking the small, consistent steps even when you’re unsure.

I’m still not where I want to be, and I know there’s a long road ahead. But right now, I’m genuinely happy with the direction HOSEU is taking. I can finally see how all the moments of doubt, the delays, and the challenges were preparing me for this. I feel grateful for every decision that’s led me to where I am–even the ones that didn’t make sense at the time. And most of all, I’m grateful for the people who have believed in me, supported me, and helped me keep going when things got hard.

Looking back, I realize that every stage of this journey, from the idea of HOSEU in Cabo to building it in Mexico City, has shaped me in ways I couldn’t have imagined. It’s taught me resilience, trust, and the beauty of growing at my own pace.

I feel that a great part of HOSEU moves hand in hand with my own evolution. Throughout this journey, I’ve come to understand the impact of every small detail that surrounds us; how everything is connected, how every choice carries intention. HOSEU is a clear expression of that connection. Within each design, a piece of me exists; and through that, a piece of everyone who has walked alongside this project. Everyone who has collaborated, purchased, worn, or simply followed HOSEU is part of its story. Each one has shaped what it has become.

I am deeply grateful for the path it has taken, for its organic rhythm and for the lessons along the way. There have been moments of clarity and moments of uncertainty, small redirections and inevitable mistakes. But all of them have been necessary. Each step has shaped the identity of the brand and taught me to let things unfold at their own pace.

I’ve learned that the right people will find you. The right people will understand your work. All you have to do is trust the process, trust your vision.

Things take time—and that’s something I now hold close. Growth doesn’t always look like expansion. Sometimes it’s a quiet deepening, a refinement, a pause. As long as I keep showing up each day, creating with intention, and moving closer to what feels aligned, I know I’m on the right path.

I try not to lose sight of my goals, but above all, I remind myself not to lose sight of my reason—the “why” that began it all. When things slow down, I return to that reason. It reminds me that purpose isn’t found in speed, but in direction.

As HOSEU turns two, I carry immense gratitude; for what has been created, for those who have believed, and for everything that’s yet to come.

Every purchase, every word of support, and every person who chooses to be part of HOSEU helps this vision continue to grow. I hope that when you wear our pieces, you feel connected to the story, the care, and the universe we’ve created–one built on presence, intention, and evolution.

xx,

Alexia