This is without a doubt one of the hardest decisions I have ever had to make, but with a great deal of pain in my heart, I have decided to stop my brand, 24Kae.

I started my very first business during my gap year, when I was just 17 years old. For eight years, I built, learned, and worked on a jewelry brand. At a certain point, I felt it was time for the next step: a more mature brand, with more room for quality, vision, and growth. That’s how 24Kae was born. I reinvested in my dream and, together with a small but passionate team full of energy, got to work.

What happened next went faster than I ever dared to dream. We exhibited at major trade shows, worked with wonderful distributors in more than 10 countries, and grew to over 200 points of sale worldwide. 24Kae became not only a successful webshop, but a brand with its own designs and produced collections, available in some of the most beautiful stores around the world. I am still incredibly proud of that.

Over the past period, a lot changed. I became a mother for the second time, while at the same time launching a new hospitality business, working on beautiful social media campaigns, and running 24Kae—with everything that comes with it: production processes, staff, collaborations, and worldwide distribution. On top of that, the sharply rising gold and silver prices made running a jewelry brand even more challenging.

No matter how hard I tried, I noticed that I could no longer give 100% on all fronts. The constant pressure and stress kept increasing and started to take its toll—not only mentally, but physically as well—causing my loved ones to worry about me.

For a long time, I struggled with the question: do I continue like this, or do I stop? But gradually, it became clear to me—this is not about stopping entrepreneurship, but about stopping this business and making choices. About listening to my body, my heart, and acknowledging that not everything can be done at once.

My baby, 24Kae—something I worked so incredibly hard on together with a truly amazing team over the past five years—now comes to an end. Saying that out loud hurts deeply. At the same time, I know that entrepreneurship will always be a part of me, and that now is the time to choose for more time with my family and for my health.

For the very last time, all of our designs are available during the closing down sale, with very special discounts.

From the bottom of my heart, I want to thank everyone for all the love, the wonderful responses to our collections, every single order, and all the kind messages we received day after day.

And of course, my team and everyone involved: thank you for your hard work, passion, and love for my brand. You made 24Kae what it was.

Thank you for everything.

With all my love,
Kae