Hello, Connoisseurs

They say consumer-driven markets are fickle: too crowded, too reliant on fleeting memes and random dopamine hits. Naturally, that's exactly why I can't look away. When trends shift overnight and cultural quirks turn the impossible into the obvious, I'm hooked. Our collective impulses sometimes feel like a joke, but there's real magic in how people adopt (or discard) new products, habits, and ideas.

Take consumer tech. Some claim the gold rush ended years ago, but seriously, just wait till the next underdog app blows up out of nowhere. Even "boring" categories get reinvented once the right spark takes hold. And it's not just tech: our fixation on optimizing every waking minute (cue another Huberman episode) can flip entire markets overnight. The sheer unpredictability fuels me.

At the heart of this blog are two fascinations: AI and wellness. AI isn't just about cold efficiency; it's about how we communicate, learn, and fulfill needs we didn't even know we had. Meanwhile, the self-care wave is turning personal health into a cultural phenomenon. From sleep-tracking obsessions to adaptogenic everything, we're somewhere between wellness junkies and lifestyle cultists. I'm here for all of it.

Why Shelf Aware? Because every trend, product, or subculture deserves a spot on the shelf, and I'm determined to figure out why we put it there. You'll find me dissecting everything from e-commerce quirks to media hype, gaming obsessions, and the strangest new forms of "personal care."

Ready to see where these tangents lead? Welcome aboard.

A Little Trivia Never Killed Nobody...

• My days as a copywriter taught me the subtle art of wordsmith. Some say that's fancy speak for "throwing metaphors at a wall to see what sticks." Yep, that's me.
• I might be one of Spotify's most hardcore listeners. (Top 2% and, well, lowkey proud of it.)
• Once upon a time, I tried to make my mark as a lofi jazz beats maker. I was gunning for Nujabes vibes, but sometimes reality hits you with a talent check...
• Semper Fi. A former Marine, I lean on that hard-earned tenacity every day. No better training ground for tackling occasional curveballs.