Hi, my name is Sah D’Simone. At age 23 I co-founded BULLETT Media with 5 friends, James Orlando, Erin and Nick Ralph, Idil Tabanca, and Johnny Ducoin. After moving to America at age 16 and spending years working in construction and house cleaning, becoming the Creative Director at a high fashion glossy magazine was a dream come true. BULLETT was born out of much hard work, sleepless nights, so many tears, deep love and trust.
Our dream was to create a space where people could come and be themselves, where we could create art featuring the highest fashion and the most up and coming Berlin artists.
I lived in a 1-bedroom apartment on St. Mark’s, which doubled as Bullett’s first office. There were post-it notes all over the walls, and numerous inspirational images. My apartment was where we would sleep, create, eat and live. We went days on $1 pizzas, coffee and cigarettes.
We had no life outside of our magazine. People thought we were crazy or naive, but we believed in it.
And that made others believe too. We created presentation boards on my iPad and would bring it to publicists, photo agencies, anyone we could get a meeting with. I talked on the phone for hours convincing people to join this wild dream. I walked the streets visualizing it, we talked as if there were no limitations.
Even though we lived on $10 per day between us, with my parents helping with my rent, our discipline and hard work eventually got us to where we wanted to go.
Fast forward one year: we found ourselves operating from a massive office in the fashion district, printing thousands of magazines to be shipped all over the world. Working with all the prominent names in fashion, film, music and art. Pretty much anyone who was making shit happen, we had in our magazine.
When it was near an issue closing deadline, we would all sleep at the office, send the interns to get coffee and continue to work.
We were each others’ family, co-workers, and biggest teachers.
In the magazine’s hey day, we had millions of dollars to create- thank you to our amazing investors who believed in our vision to support emerging artists. It allowed us to be as creative and free as we wanted.
BULLETT was a place where you could really be free. We danced, we laughed, we cried. We played at being business people, while we were really learning as we were moving forward, which was a thrill, a challenge, and the most exciting part of all. But I battled with anxiety and addiction throughout most of it, as the highs were super high, and the lows were really low.
The day I was bought out, I walked out of the office thinking my world had ended. I had known nothing else but BULLETT for four years of my life. This was not a regular job. I walked out thinking I might actually die without it.
BULLETT opened doors to many many people. It showed the world that when you want something and you have discipline and determination, it is possible. When you can look your partners in the eye and are really there for one another no matter what, when you can communicate clearly and your mission is aligned, it is possible. We did it. We made our dream come true in one of the hardest and most competitive industries of the world.
Because even if you have Cindy Crawford on your first cover, and ads from Chanel and Louis Vuitton, even then it can end. And it did. BULLETT continued for some time after I left, but some said I had been the glue that kept it all together.
And the day is here that BULLETT is actually closing, I feel my heart tighten, conflicting memories resurfacing. Yet I am so grateful and proud of what we created, of the mark we made, the careers we kickstarted, the incredible art we created. I am so grateful for the people I met.
The memories will live on forever. The late night fashion shows, the belly laughs, the tears of joy and sadness, the trips to the desert to create the most incredible photo shoots, the talents we brought together. And the lessons, oh the lessons. This was much more than a business, this was a dream of creating something meaningful, something people would be inspired by. A place where worlds would meet, and they did. And I again I am grateful.
I learned how to open and run a business, how to ask for what I want and how anything is possible. May we continue to inspire art, empowerment, and storytelling.
May the memories live forever.
Since leaving BULLETT in November 2012, I turned my focus toward the betterment of the world through advocating for mental health, meditation, and plant-based lifestyles. I’m now back in NYC and working as a transformational coach and meditation teacher.
-Sah D’Simone, Transformational Coach and Meditation Teacher.
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