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 of becoming my future self, the process of creating WERULE, 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 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.

  • We need to have an honest conversation. Not the polite, "I'm trying to limit my screen time" conversation. I mean the brutal, uncomfortable truth about what is happening to our minds.

    We are living through a mass extraction event.

    We are collectively stuck in a dopamine loop so sophisticated, so engineered, and so pervasive that we don't even realize we’re in the cage. We wake up and reach for the phone. We stand in line for coffee and check the feed. We fill every micro-second of silence with a digital pacifier.

    As a founder living in a big city, I see this not just as a bad habit, but as a catastrophic leak of intellectual capital. Every minute you spend doom-scrolling is a minute you are not building your own world. You are simply a battery powering someone else's.

    Click to Learn More

  • I’m writing this from Athens, having just walked the Acropolis. You stand on that rock, a monument of defiance against time, and you can feel the badass energy. You feel the ghosts of the ancient greats—the philosophers who questioned everything, the sculptors who defied physics, the poets who invented tragedy.

    They weren't "safe." They weren't "optimized." They were revolutionaries.

    Then I check my phone, pulled back into the digital glare of 2025, and a familiar, visceral feeling hits me:

    Tech is so fcking boring.*

    We’ve become a culture that worships the beige hoodie. We celebrate the optimized morning routine, the “productivity hacks” of bio-dosed tech bros who built an empire on a marginally better spreadsheet. We’ve traded vision for venture metrics. We’ve lionized "operators" who optimize for efficiency but are creatively bankrupt, devoid of any real taste, edge, or soul.

    This isn't innovation. This is conformity. It’s a risk-averse echo chamber of recycled ideas, and it’s killing the very spirit of invention.

    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.