Embrace, to me, means fully stepping into something with confidence. It is not about forcing or pushing but about welcoming, allowing, and accepting. It is about showing up as your whole self and taking in the journey as it unfolds. Embrace is not passive - it is intentional. It is about leaning in, even when things feel uncertain, and trusting that the process is just as valuable as the outcome.

It is February already and I have mentioned my word Embrace in a couple of blog posts now and wanted to share more about the meaning of this word and how it plays a roll in my year.

This is the second year that I have chosen a Word of the Year, and it has become a powerful way to shape my goals. I was first introduced to this concept by my beautiful friend Kadie Smith, who runs DropCap Design. During the Brand Summit that she offered in January 2024, she spoke about the exercise - it consists in choosing a word that acts as a guiding light for the year and then breaking that down into quarterly objectives and monthly tasks & goals. It is a way of moving forward with clarity and structure while staying open to change. Last year, I loved how this helped me stay focused without feeling restricted, so I knew I wanted to do it again for 2025. So how did I end up deciding on embrace?

Side note: Kadie will be hosting a Brand Summit soon, if you are interested get in touch

When December came, I started asking myself

What do I need to step into this year?

What direction feels right?

Where to I need to focus my intention for my business to become what I dream for it to be?

And Embrace was the word that kept coming back to me.

It felt right for my photography business, for Women of Surfing, and for life in general. Because my business is not separate from my life - it is deeply connected to who I am. And when you are building something of your own, moments of doubt inevitably show up. Imposter syndrome, uncertainty, overwhelming feelings - these things are part of the process. But instead of resisting them, I want to embrace them.

I want to embrace my business - not just the creative aspects, but also the structure, the marketing, the financial side, and all the moving pieces that come with making this work sustainable. I want to embrace my style - owning the way I see and capture the world, refining my voice, and letting it evolve without hesitation.

I want to embrace the process - the pivots, the unexpected challenges, the moments when things do not go as planned but lead to something better.

That is what Embrace means to me.

It is how I want to move through this year with openness, trust, and a deep appreciation for the journey. Thank you for allowing me to share and for being here.