Hey Reader,

First—thank you. After my last email, not only did I get the kindest messages back (you know who you are 💛), but I also gained several new subscribers, which means we're almost at 100 people on this list! That number might feel small to some, but to me? It’s a reminder that showing up—even after a long pause—is always worth it.

Over the last few weeks, I’ve been thinking about just how much has changed in the last five years. When I started my jewelry brand, Nueva Luxe, I had no idea what it would become. Since then, I’ve:

• Made hundreds of videos for OTHER brands (Ryze, Remoovy, Macy's, Keihl's, and more)
• Written scripts and pitched campaigns
• Been paid to post on social media (who knew?!)
• Built websites, managed content strategy, edited videos
• Learned Shopify from scratch
• Been featured in editorials and had articles written about my work
• Competed on a game show (and beat the other two contestants—just saying)
• Quit my full-time job (freedom from the golden handcuffs ✌🏽)
• Became a mom to a tiny, fierce, hilarious girl named Gabriella

And hands down—motherhood has been the most meaningful part of it all.

Which brings me to something I’ve been sitting with:
✨ I’ve decided to close down Nueva Luxe.

I just don’t have the capacity to pour into it the way I used to, and my creativity—and yes, my income—are pulling me in other directions.

This doesn’t mean I’m disappearing. I’m still freelancing. Still strategizing for clients. Still creating. But this next chapter is about making space. Honoring the season I’m in. Following the new ideas that light me up now—not clinging to the ones that used to.

Lately, I’ve been reflecting on how much my definition of success has shifted, too.

I used to hyperfocus on the numbers in my retirement account and how much I was saving. Now I measure success in how long we can ride the swings (see photo). In how many times in a row Gabriella can roar like a tiger 🐯 (it's a lot).

Behind the scenes, I’ve been working on brand messaging and social strategy for clients—and honestly, it’s been fun, fulfilling, and creatively challenging. But I’ve also spent so much time behind the curtain while I was pregnant and in these first months of motherhood.

Now, I’m ready to create for me again. To show up. To explore what that even looks like in this version of my life.

The old me would’ve worried how all this looks from the outside. She probably would’ve proofread this sentence five times.
But I’m not really worried about that anymore.

Coming soon:​
✨ A YouTube video about how I survived the first year of motherhood with no screen time for my baby (yes, really)
✨ Another one about why I’m ditching the nail salon and what self-care means to me now
✨ More honest content about life, creativity, and finding your rhythm again—without the pressure to make it perfect

You can subscribe to my YouTube channel here:
👉 https://www.youtube.com/@SerenaAlfaro​

And if you’ve been through your own shifts lately—let me know:
​What season are you in right now?​
What are you letting go of?
What are you making space for?

Just hit reply. I’d truly love to hear.

With love (and a lot of coffee),

​
Serena