On being human. A thought about 2026

I used to think, some might say obsess, on all the things going against us as an independently owned business. Especially one that refused (wasn’t allowed?) to be part of the bigger industry. I (we) just didn’t fit in. And for a long time, that wasn’t ok. It ate away at me, the way a green jealousy would if you can think back to a feeling in highschool when someone (seems to) has everything you want and it’s all (seems so) out of reach.

Then somewhere along the way, I flipped my thinking. To be anything other than an independent, play by the tried and true rules, brand would have been the death of me (Tibi). It was crazy to think of starting a company so I could do what I wanted only to bring in people to tell me to do what they wanted. And I see that in reflection, the issue was I didn’t realize that was the real reason why I started Tibi. Coming to that realization was important. Once I (we) acknowledged that, it crystallized for me that one can not come without the other. You can not have your cake and eat it to. And when you stop wanting the cake on your neighbors plate, that’s not just ok, it’s great.

And so, here I find myself on the first morning of 2026. I (we) have stayed the same, but wholly different. It’s amazing what a simple mindset shift will do.

Turns out that when people can see what’s in your mind, they can decide if they see themselves in you. And as a result, everyday over the last 4+ years, I’ve met the most amazing people - whether it’s through my dms, visits to different cities and countries, or those who sometimes stop me in the streets. You can not make assumptions here and think you know what I mean if you do not: hang with us when we do events, watch us on style class, visit the shops that carry us, speak with our stylists, engage with me online. Because what’s happened isn’t normal. What I mean to convey is, this isn’t a “community” of people who love facials or nerd out on how pant cuffs are made. These are people who’ve, quite unintentionally, found others who share similarities in their approach to life, their rabid curiosity and the intelligent way they pause to think first. People varied in the choices they make and the opinions they hold. You see, when people share the same mindset, rather than the same opinions, you can have incredible conversations and energizing discourse laced with lots of great friction.

So on to a new year.

This is what I’m super excited about: people are embracing small as a natural reflex. I know this because it’s happening more and more with me - the “about” section matters, it’s what I read first. If a brand isn’t made by or sold through a human, I’ve not only no interest in it, but it actually diminishes the value. This isn’t about embracing an American Express promotion to entice you to shop local one weekend a year. This is a true pivot of the mind to associate human with luxury/good feelings. And I don’t mean “human/luxury” as the ones stitching an Herme’s saddle, I mean the one who’s packing your bag at the grocer, helping you in the dressing room, or proudly showing you their new creations at a jewelry shop. Ironic that the thing that excites me the most is, at the same time, what may seem the most vulnerable. But it’s often when a resource becomes so very rare and precious that we truly recognize its luxury.

And if we can start out the year human, the rest will follow. I’m sure of it.

Happy New Years,

Amy Smilovic Founder and Creative Director, Tibi