The Yoru Says Brand Story: For Cat Lovers with Cat Wisdom

I love cats. Since I was born, they were there with me.

Cats are agile, elegant, and wonderful listeners and have a unique charm that is hard to resist. 

Their contradictions are adorable. Mysterious, yet somewhat predictable. They are menacing to the naked eye, yet the most cuddly creatures once you get their body language. The best example is black cats, like my beloved cat Yoru. Black cats, perhaps due to their dark color, have been associated with darkness, evil, and the supernatural for way too long. In many cultures, darkness is associated with fear and uncertainty. But anyone who has been blessed with a cat like Yoru will tell you, they may look evil but in reality they are the sweetest of all.

Cats have simple yet impactful habits. They have learned how to balance work and play to perfection. They take really good care of themselves. They are profoundly affectionate but emotionally honest -sometimes brutally so. They enjoy life sensibly -cozy throw blankets, warm towels, clean laundry, soothing music, and tasty food are their love language. The sun warming their bodies. Leaves to jump on, meadows to run through. Snow to catch, roads to explore. Everything is an experience to connect with deeply. But mostly, they love to be home with their loved ones. They know all the best spots to sleep at any time of the day. They love blankets but mostly the cuddles that come with them. That's why Yoru moves from bed to bed during bed time with my kids. Though people who have never had cats think of them as aloof and detached, they are quite the opposite once we have earned their love.

But what I love the most about cats is their confidence in themselves. And Yoru is the ultimate example of this. Because even in those circumstances when she is afraid of facing something uncomfortable or new, Yoru will still find the courage to face the unknown. Granted, she hasn't faced a bear like the cat in the video below, but she has had to face my two-year-old niece, who, I'm certain, presents as much danger than any wild animal in Northern California.

People are complicated. Like animals, we let our fears drive us. Unlike cats, we lie to ourselves about most things. We lie when we suppress what we truly want. We lie to ourselves when we promise everything is "fine" to avoid conflict.  We lie to fit in. Yoru limits her need for this to just fit into boxes.

Unlike cats, we don't care for our bodies and minds. Not with the care cats put in themselves at least. We stick to routines that don't benefit us and stick around toxic people for way too long. And because we are loss-avert, we have a huge problem letting go. We stick to strategies that may have worked in our youth but are no longer effective. We acquire new roles, experiences, and skills as we grow up. With age come new expectations and contradicting advice. Yet we keep everything inside. We collect to-do lists and playbooks. And when things don't go well, we assume it's because we lack something. So what do we do? We buy. We hoard.  Life gets more crowded and more challenging. Less joyful. 

At one point in my life, I found it incredibly challenging to juggle the roles of a mother, a spouse, a friend, a daughter, and a high-achieving executive at a Tech start-up. The pressure to meet everyone's expectations, my family's, colleagues', and clients', was overwhelming. Or what I felt were everyone's expectations of me. In reality, I refused to prioritize and let some things go.

"What would you do?" I ask Yoru.  As all cat lovers do, I have long (mental) conversations with my cats. Yoru is the best at keeping me honest, so I talk with her about the kids, our home, my job, and the other cats -her least favorite topic. And I love following her advice. As you do when you love your cat.

"I feel pressured to find another executive job. But it was so stressful last time... I'm wondering if the only option forward is to drop my career because I can't meet everyone's expectations."

Yoru replies, "Who said you had to?"

"People, Yoru. People! People expect us to be ambitious professionals, sensible parents, loving spouses, perfect employees, and do it all with grace. To always have healthy food, museum-like homes, and perfect grades kids to brag about. If I don't get back on my feet, they'll see me as a failure." 

Yoru looks at me intently. 

"So. What would you do?" I ask again.

She sits in my lap and licks herself.

There have been so many moments I wished I were a cat that something got into my head one day.  What if I become more cat-like? 

What if I embrace their honesty and well-placed priorities and celebrate the things I like the most (like Yoru, a cozy home and effortless elegant lifestyle but with more books and soul-searching, wine-loving debates) without renouncing my responsibilities as a middle-aged woman? 

What if I could find a way to make a living doing this, promoting what I love, which is cats and joyful, compassionate living? The thought of living a cat's lifestyle, with its simplicity and joy, fills me with inspiration and hope.

"What do you think, Yoru?"

She gives me a nose bump and purrs. 

Yoru makes me wonder if there is more there. Could we drive cat adoptions by supporting an aspiring yet achievable lifestyle with cats? Could we show the world you could have it all - a career, a family, and the cats- without sacrificing your home and personal appearance? Could we get rid of the "crazy, joyless cat lady" stereotype and instead show everyone how joyful a life with cats is?

"Would you do business with me, Yoru?"

She meows.

She is on board.

And now I know this is the answer. I have to do it.  After all, Yoru Says so.

Yoru Says was born to bring the energy and soul of our beloved feline friends to every aspect of our daily lives. By offering a curated collection of stylish apparel for women, men, children, and babies, cat-inspired and cat-friendly home decor, and joyful cat apparel and accessories, we aim to create a vibrant community of cat lovers who share a passion for feline and human well-being. Whether you're sporting a stylish cat graphic tee to raise awareness for cat adoption or creating a cozy and cat-friendly home environment that promotes relaxation and mindfulness, we hope to spark joy and inspire compassionate living within the cat-loving community.