The Story Behind lmr.duruha.com

If you’ve been following my journey, you know how much this blog means to me. It’s where I document my thoughts on the world. But as I continue to build my startup, Duruha, I realized that my personal brand and my business shouldn't be entirely separate worlds. They are deeply connected.

Every article I write, and every lesson I document here now directly contributes to the foundation of Duruha. It’s a way of saying that the founder and the startup are moving forward together.

You might wonder why I didn't just renew or keep using ellymar.com. The truth is, I realized I no longer want to attach my entire digital presence to my personal name. I want to build something bigger than myself. My name should simply represent who I am as a person, not the entirety of what I envision for the future. I believe duruha.com—paired with my cool alias, lmr—has the potential to become a great, standalone brand in the years to come.

But there is an even cooler, more personal reason behind the lmr subdomain.

At first glance, "lmr" might just look like a sleek, minimalistic three-letter acronym. But if you sound out the letters, you’ll discover a hidden easter egg that makes it truly mine.

The phonetic pronunciation of the letters L-M-R literally spells out my name. It’s a subtle, clever nod that ties my identity perfectly into the Duruha ecosystem. It looks modern, it’s easy to type, and it has a fun story behind it.

Even if Duruha takes twists and turns, or faces the unpredictable challenges that all startups face, I want to hold onto duruha.com forever. It represents my past, my ambition, my creativity, my roots, and my vision. And with lmr.duruha.com, my name is quite literally embedded in its foundation.

Here’s to new beginnings and building something meaningful. 🥂