If people think you're crazy. Keep going, tastefully.
Break the rules. Just do it in a Trendie way.
For a long time, I was building something I couldn’t fully explain. And honestly, I still can’t completely. Because it’s still evolving and I’m not following a plan. I’m actually making it up as I go, tastefully.
It started as a feeling. I didn’t have a name for it, I was just living it.
I just knew I didn’t want to chase traditional success, but I didn’t want to escape either. I wasn’t rebelling, but I wasn’t following the rules. I wanted to live fully but with intention. To create things that meant something, but still leaving room for joy and spontaneity. I wasn’t chasing chaos, but I wasn’t sticking to someone else’s map either.
Eventually, I turned that feeling into a philosophy. Think of it like giving my own lifestyle a name. I called it Tasteful Hedonism®. It was the only way I could describe what I was doing, and how I was choosing to live. Not excessive. Not escapist. But expansive. A balance of presence, freedom, curiosity and creation. A lifestyle that felt good and also made sense.
Then I packaged it up and gave that feeling a space to live in. That’s what Trendie® is. Not a brand in the traditional sense. Not just content. Not just strategy. Trendie is a world where Tasteful Hedonism® lives and breathes.
It’s the anchor I use to live and build at the same time. A way to help other people and brands put language to what they’re already feeling, and a structure they can use to share with others.
Because sometimes, when you’re doing something different, the hardest part is explaining it (trust me, I know). So you need to create your own language for it and slowly but surely, teach it to others.
That’s why Ollie’s article meant more to me than any stat or shoutout. Because it reminded me I’m not crazy.
And Trendie® is becoming the world people didn’t know they were looking for
Until they step into it and realise “oh… this is it.”
I met Ollie about a year ago. When he was working full time at The Ned and Soho House. We got on immediately. He mentioned wanting to start Balearic. I told him what I’d tell anyone I believe in: “You’ve just got to go for it.”
We’ve stayed close since. Most of our conversations feel like therapy - absolute chaos in the best way. The kind of friendship that make you feel like you are not completely insane.
Over the last year I have loved watching Balearic grow. It has started to come alive. The energy is there. The people are showing up. I had absolutely no doubt.
But like a lot of great things - it’s always difficult to make it all make sense to outsiders. It needs language. It needs a frame. A way to be understood without being diluted.
That’s where Trendie® comes in.
It didn’t tame the chaos. It gave it clarity.
Not to change what Balearic is - but to translate it. To give it meaning.
I helped position the brand and put words to what it already was. To give it that social proof, I created a content that organically captured the exact energy of Balearic - and it went viral. Not because it followed the rules, but because it made people feel something. That’s always the difference.
Because Trendie® is the medium. Balearic is the message. And Tasteful Hedonism® is the language that makes it all make sense.
People ask me all the time:
“What’s your business plan?”
“What’s your five-year strategy?”
“What’s your exit?”
I don’t have one. Not like that.
Because I’m not building this to tick boxes.
I’m building this and living at the same time.
I just want to feel like this - clear, alive, connected, creative.
The goal is to maintain that.
That’s enough for me.
And honestly, that’s the difference between building for validation and building from truth. It lasts longer.
That’s what Trendie® really does.
It helps people and brands see the thing they’re already living, and express it in a way that lands, that resonates and lasts.
It gives it a voice. A feeling. A framework.
It connects what’s already real.
It’s not a trend. It’s a truth.
And when it resonates, it resonates deeply.
If people think you’re crazy, take it as a sign you’re onto something.
If you’re doubting yourself:
A. You’re probably speaking to the wrong person.
B. You’re probably just doing something most people could never do. So keep going or don’t. Your choice.
C. You’re just too Trendie to follow the rules.
Stay Trendie®.
India x