I Never Fall Down. I Always Fight.

This isn't just a quote. It’s an operating system given to us by Gianni Versace. It’s the creed for anyone who builds, creates, or leads when the world tells them to sit down.

I'm Justyna Kedra, and this is my personal archive. A place where I deconstruct the fight, the process, and the unwritten rules of building a life with a soul.

Learn More About Me
Storefront window display with mannequins dressed in elegant clothing, illuminated inside. A woman is walking past the store, wearing a coat and carrying a bag. The store sign reads "Bergdorf Goodman". There is a street lamp and a small plant next to the entrance.
A woman with dark hair in a strapless black dress standing outdoors near plants with a wooden fence in the background.
A young woman in a dress is sitting on a chair lifted by several men, all smiling and enjoying a lively celebration indoors with hanging wicker light fixtures and string lights.
A woman with long dark hair, wearing sunglasses, a white t-shirt, and jeans, walking past ancient Greek ruins with tall columns and large stone blocks.
Three women sitting at a decorated outdoor wedding reception table, with one holding a white parasol. They are dressed in elegant dresses and surrounded by floral arrangements and glasses of wine.

  • I live in a world of two, seemingly contradictory, obsessions.

    My first love is fashion—the study of pure form and aesthetics. My second, secret love is deep, complex video games like Elden Ring and Assassin's Creed. For a long time, I saw these as two separate parts of my brain. But I’ve come to realize this isn't a contradiction at all. It is the very core of my philosophy as a founder. They are both, at their heart, the study of one thing: world-building.”

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  • The call to embrace your "main character era" is intoxicating. We're told to take up space, command the spotlight, and finally star in the movie of our own lives. It's the ultimate act of self-empowerment.

    But what if in our quest to become the hero of our own story, we risk becoming the villain in everyone else's? Where is the razor-thin line between authentic leadership and toxic narcissism?

    This is the authenticity paradox.

    Click to read.

  • The Notebook Kind Of Love Is Real — But Only If We’re Brave Enough To Be Open

    “In 2025, love has become something we talk about more than we risk for. We flirt through DMs, assess compatibility through zodiac memes, and swipe away anything that doesn’t immediately “look right.”

    We say we’re looking for The One, but we’re scared to go deep.

    We’re stuck scratching the surface, distracted by the physical, the filtered, the curated. Meanwhile, the kind of love we dream about? It still exists — but it’s asking something real of us.”

    Click to read.

What I do:

In a world that has often stripped mentorship of its heart (turning it into a transactional, and sometimes exploitative, game), I believe it's time for a radical return to its roots.

I founded WERULE to put the soul back into the system by building a community and technology where guidance is an act of generous, human connection, not just a strategy for personal gain.

Group of diverse women and men in an audience at an event, sitting on couches and chairs, some smiling and laughing, with more people standing in the background.
Two women standing on a grassy lawn, engaged in conversation while holding drinks, with green plants in the background.
Two people standing indoors at night, posing for a photo, with a dark cityscape visible through windows behind them.
WERULE'S WEBSITE
Group of diverse women and men in formal attire posing against a plain background, with a UN Women banner in the top right corner celebrating 30 years, from 1987 to 2017.

UN WOMEN AWARD

I’ve never been driven by awards, but getting the nod from UN Women as a global Champion of Change was different. Standing on that global stage with other change-makers just affirmed that the mission is everything. It was a hell of a moment.

Click here to read.