After 12 years of building my virtual try-on fashion tech Puctto, I’ve closed the chapter. It wasn’t the exit I hoped for, but Google’s recent launch of their own virtual try-on feature validated everything I worked for. This isn’t about regret – it’s about clarity, timing, and learning to build on my own terms. Here’s what I learned after over a decade as a founder trying to change the game – and why I’m finally free to move forward.

I tried to work with the system after my dad died. I brought ideas, offered solutions, and asked to collaborate — but was ignored. So instead of fighting what’s broken, I’ve started building something better: a new model for care, support, and purpose.

After a decade in fashion tech, I made the hardest call: I closed my startup. I gave it everything — time, money, energy, and vision. I fought so hard for funding, pivoted endlessly, and kept showing up. But when the VC funding fell through and my father died—both in the same week—the universe forced me to stop. This is a story about leading with vision, walking away with grace and integrity, and starting again - because it's who you are! A love letter to exhausted founders.

I’ve never fit the mould — not in school, business, or the startup world. I’m a creative, empathic, vision-led founder who thinks differently, learns differently, and builds differently. For years I thought this was a weakness, but I’ve come to realise it’s my greatest strength. This blog is for anyone who’s ever felt “too much” or “not enough” — and a reminder that being different is exactly what the world needs more of.

For years, I was told that being the visionary wasn’t a valid role as a founder. I believed in the problem I was solving, but struggled to prove my worth in a startup world obsessed with execution. Over time, I’ve learned to embrace my role as a torchbearer—the one who sees what’s possible, gathers the right people, and holds the vision when no one else can. This post is a reminder that thinking big from the beginning isn’t fluff. It’s leadership.

Why building a simple MVP is key for startup success. My personal lessons on testing, trusting your gut, and refining your product.

Pitching to investors isn’t just about numbers — it’s about clarity, honesty, and knowing your vision inside out. I’ve pitched in tough rooms, made mistakes, and learned a lot along the way. This post shares the biggest lessons I’ve learned about communicating vision, building MVPs, facing rejection, and leading with purpose. If you’re a founder preparing to pitch or struggling to be taken seriously, this is for you.