Meet Jonny Truelove of Los Angeles

Today we’d like to introduce you to Jonny Truelove.

Hi Jonny, so excited to have you with us today. What can you tell us about your story?
I started my journey in 2012, designing custom jewelry and launching my first collection. While I was immersed in the nightlife scene, what people didn’t see behind the social media posts was the reality of working multiple jobs to fund my dream. By day, I was a respiratory therapist, and at night, I performed as a male exotic dancer, and even renowned sociak dynamics coach. I did whatever it took to pay the bills and invest in building something of my own.
That hustle eventually paid off. Over the past decade, my brand has grown beyond jewelry into a full men’s fashion line attraction pheromone fragrances, exotic leather apparel, jackets, shoes, bags, and custom pieces.
This journey taught me lessons I’ll carry forever. Time became my most valuable currency I couldn’t afford to waste it. I learned to seek wisdom from people who’d already achieved what I wanted, even when others doubted me. Understanding my ‘why’ kept me grounded, and surrounding myself with the right support system made all the difference. Most importantly, I discovered that having a solid business plan and working with a mentor who had real industry experience was non-negotiable for turning my vision into reality.

We all face challenges, but looking back would you describe it as a relatively smooth road?
I’m Jonathan Dulay aka”Jonny Truelove” to those who know me best a Filipino-American designer living in Los Angeles, carving out a life that was never meant for me.
Growing up, the script was already written: become a doctor, marry a nurse, make your family proud. That’s the Filipino way. I was surrounded by tradition, expectation, and a tight-knit community that knew exactly who I was supposed to be.
But I never fit the mold.
While others followed the path laid out before them, I was drawn to something else entirely the craft of men’s fashion and jewelry design. Not because it was easy or expected, but because it was mine. I discovered I had a gift for connection, for reading people, for translating vision into something tangible and beautiful. My charisma became my currency, and my designs became my voice.
Defying my upbringing wasn’t rebellionit was survival. It was choosing authenticity over approval, passion over prescription. Today, I stand as proof that the most meaningful life isn’t the one handed to you, but the one you dare to design yourself.
Because sometimes, the bravest thing you can do is become who you actually are.

Appreciate you sharing that. What else should we know about what you do?
I’m a men’s fashion designer and brand founder who specializes in creating elevated lifestyle pieces from attraction pheromone fragrances to exotic leather apparel, custom jewelry, jackets, shoes, and bags. My brand, S1CK, represents over a decade of evolution in the men’s fashion space.
What sets me apart is the journey behind the brand. I didn’t come from family wealth or industry connections. I built this while working as a respiratory therapist by day and as a male exotic dancer by night amd coaching men in thr world of Social Dynamics, whatever it took to fund my vision. I launched my first jewelry collection in 2012, and since then, I’ve expanded into a full lifestyle brand that merges luxury craftsmanship with urban sophistication.
What I’m most proud of isn’t just the products themselves it’s that I defied every expectation placed on me. Coming from a traditional Filipino background where I was expected to follow a conventional medical career path, I chose to pursue my true calling in design and fashion. I learned to leverage my natural charisma and social skills to build authentic connections and communicate my artistic vision, even when it meant going against cultural norms and family expectations.
What truly distinguishes me is my mentality: I understand that time is our most valuable asset, I’ve learned from those who’ve already succeeded, and I’ve built everything on a foundation of mentorship, strategic planning, and an unwavering support system. I didn’t just create a brand I created proof that you can honor your identity and passions while building something meaningful, regardless of where you started or what others expected of you.

What matters most to you? Why?
What really matters to me is this deeper journey of faith and purpose—something a bit more mystical. My faith in Jesus is my compass, and it’s given me this almost hidden-in-plain-sight mission: to transform life’s scars into something artful and alluring. That’s the essence of the S1CK brand: it’s not just a fragrance, it’s a little bit of a mystery you wear. It helps people step into their most confident, authentic selves, all while staying a little enigmatic. In the end, it’s about blending that divine purpose with a touch of mystique, so everyone can carry a bit of that mystery with them.

Contact Info:

• Website: https://S1ckshop.com
• Instagram: IamJonnyTruelove brand s1ck.shop_
• Facebook: https://www.facebook.com/jonnytreueloveofficial?mibextid=ZbWKwL