Authentic Brand. How to Build a Business from the Heart

The founder and creative director of the successful jewelry brand Avgvst shares for the first time the story of the brand's development and authenticity as the main principle of the company's work. Also included are practices and case studies, the inner workings of Avgvst and other authentic companies.

The reason for Avgvst's success is its well-considered philosophy, based on the pursuit of constant improvement and aesthetics. This is an example of a new type of entrepreneurship, where profit growth occurs not through scaling but by intensifying work on meanings and quality. The focus is not so much on the functional properties of the products as on the feelings and emotions they evoke. In a competitive environment on one side and an increase in consumer sophistication on the other, this approach is currently the most effective.