Creating a brand is more than just crafting products—it’s about building stories, relationships, and memories that reflect the heart of the vision. Our first chapter took us on a whirlwind journey across Italy, weaving through picturesque landscapes, iconic cities, and unexpected challenges. Here’s a behind-the-scenes look at what it took to start bringing a vision to life.
Step 1: Get a Director of Photography
Jay is more than just a videographer—he’s a visual storyteller, an Executive DP with a knack for translating ideas into cinematic experiences. His portfolio speaks volumes (A-listers, A-list projects), blending technical mastery with an intuitive sense of narrative. We met through a mutual friend a year and change ago, and when we first connected, it was clear he shared a passion for showcasing authentic moments. So I had to recruit the guy to come to me with Italy. He did me a big favor by coming along, shooting a ton of content and we shared an unforgettable experience.
Step 2: Fly in a Model from Hong Kong
Every brand needs faces that embody its essence, and for us, that meant flying in a model all the way from Hong Kong. This wasn't exactly the plan though but things were falling through. Yet Julie she came all the way from Hong Kong, and everything came together at the eleventh hour (two days out from landing in Italy we hopped on a video call). She had personal reasons for wanting to be there so the universe all lined up for us. Her international perspective and unique energy added a fresh layer of depth to our project. Watching her interact with our creative team (ahem, Jay, and me as backup) reminded us of the global nature of the work we’re doing—a blend of cultures converging to create something extraordinary.
Step 3: Visiting a Factory in Marche
After we all got settled in, we visited the coastal town of Civitanova Marche in Italy. In the countryside of Marche, we visited the factory that’s crafting our first products. Stepping into the workshop was a moment of realization—this is where ideas take shape. We witnessed artisans perfecting every detail with techniques passed down through generations. The care and precision of their work embody the values of intentionality and quality that we want every product to carry. It was a very cool moment. We connected over the internet and they had started on our designs.
Step 4: A Journey Across Italy
From the historic streets of Rome to the serene waters of Lake Como, every leg of our drive had its own story. Each destination added something unique to our journey:
• Rome to Marche: A dive into heritage and craftsmanship.
• Marche to Pienza: Quiet roads and rolling hills reminded us of the beauty in simplicity.
• Pienza to Lake Como: Capturing content against a backdrop of stunning waters and alpine views.
• Lake Como to Milan: The fusion of history and modernity in one vibrant city.
The miles we drove weren’t just about reaching destinations—they were filled with laughter, creative brainstorming, and moments of reflection. Each day was planned two days before we embarked. So it was truly a spontaneous, go with the energy and flow endeavor.
Step 5: Recruit another local model
Our Hong Kong model Julie was gracious enough to identify a talent, Djili, based locally. He was gracious enough to join us and come along for the ride. You can see both Julie and Djili in the feature blog photo for this post.
Building Bonds Along the Way
One of the highlights of this journey was bonding with our models and videographer. Sharing long drives, meals, and stories turned the team into a family. Collaborating on shoots and creative concepts became a shared experience of discovery, with each person bringing their unique energy and talent to the table. It was a beautiful experience, one that is hard to forget.
Learning the Ropes of Production as a Founder
For me, this trip was also about learning. As a founder, stepping into production wasn’t just a task—it was a crash course in the art and science of making something tangible. From understanding materials and techniques to navigating logistics and timelines, every moment was a reminder that creating something meaningful requires heart and grit.
The Takeaway
This journey was more than a business trip; it was an adventure that reminded us why we started. The people, places, and experiences along the way have shaped not only the brand but also the story behind it. As we prepare to share our first products with the world, we carry the memories of this journey—a testament to the collaboration, creativity, and connection that define everything we’re building.
We'll dive into more details in more series posts to come. Stay tuned for the launch, and thank you for being part of this story with us.