Build the things you wish existed. Stay still long enough to know which ones matter. — a working note
Jose Castal ✓
Founder of FUMO · Building Mila · Partner at Comforam
+ About Jose
Jose Castal builds at the intersection of brand, product, and AI. He's the founder of FUMO — a premium wood wick candle brand built around stillness, shipping ECHO, HAZE, and VOID — and is productizing Mila, the AI concierge first built inside FUMO, for other DTC brands.
He partners with Comforam on creator content and brand work, and writes about the build in public. Based in Miami.
▾
FUMO is a premium wood wick candle brand built around stillness. Three SKUs — ECHO (Clarity), HAZE (Balance), VOID (Depth) — at $38 each. The whole brand is built on the idea that luxury is restraint, not excess: clean ingredients, wood wicks, no shortcuts.
Built top to bottom: brand, product, supply chain, Shopify Horizon theme, content, SEO, AI concierge, the entire stack. Pre-launch toggle ready.
▾
Mila is an AI concierge for DTC brands — voice and chat, trained on a brand's full knowledge base, that handles product questions, recommendations, and customer support like a real concierge. Not a chatbot. A brand voice.
First built inside FUMO. Productizing for other brands now. If you run a DTC brand and want the same kind of agent on your own store, get in touch.
▾
Working with Comforam on creator content and brand partnerships. Long-form work — building campaigns, scripts, and creative direction with brands worth standing behind.
// TODO: replace with Jose's specific Comforam description, scope, and any links.
Work With Me
Building brands, products, and AI agents with founders who care about the details. Open to partnerships, advisory, and creator collabs.