Amplify
the cool
WHO WE ARE
We are a women led strategy and brand development firm. Our passion is connecting our community of experts with clients looking to build and grow impactful consumer brands in the Beauty, Wellness and Fashion industries. We love to create disruptive products, tell provocative stories and work with cool people.
What we do
We connect. We ideate. We create. We innovate. We develop. We collaborate. We design. We plan. From an idea captured on a cocktail napkin to a fully formed brand launch and everything in-between, we work with innovative leaders, visionaries, dreamers to create and amplify brands that earn the right to be chosen by consumers. Whether it’s a new launch or an existing business looking to accelerate growth, we curate a team with deep industry and functional experience to provide strategic solutions specific to your business need based on your business lifecycle.
Our values
PASSIONATE
We work with ridiculously talented people, doing what we love, in industries that nourish our soul...all the while making an impact.
CURIOUS
We ask questions. We ask LOTS of questions. We stay curious to create space for new ideas, new inspirations and new possibilities.
BOLD
We bring fresh perspective to everything we do and we never recycle ideas. We love to brainstorm out-of-the-box creative ideas that will make your brand stand out.
HONEST
We will always choose transparency over bs. We will never serve you false information because it will lead to bad decisions. If we don’t know the answers, we’ll work damn hard to figure it out.
EMPOWERING
We help people achieve their brand goals, tell their stories, and see that they have the power to create great brands.
Meet our founder, Ani
As an apprentice under the brand geniuses such as Tom Ford and Bobbi Brown, Ani developed an affinity towards superior quality of product, strong creative point of view and uber cool style. She learned from the very best on how to create brands that make a statement...brands that make the consumers stop, look and choose YOU.
With over 15 years of experience as an executive leader in the beauty industry, Ani has worked with some of the most prominent brand names, transforming them with new strategies and milestones resulting in increased market share. She has a pulse on industry trends, a keen eye on business model advancements, and a heartbeat in tune with consumer’s desires—all anchored with a data-driven mindset. Her approach is a balance between her analytical training, deep industry knowledge, and years of experience all the while keeping the customer at the HEART of every conversation, journey, experience and decision.
Ani has held various executive roles over the course of her career. In 2019 she decided to create Pure Heart Labs to support brands, leaders, and founders with creating their voice and developing their essence. She’s originally from Los Angeles, spent most of her professional career in New York, and now resides in San Francisco. She has two young kids, two Pomeranians, a bunny and a hamster. Check out The Heartbeat to learn more about her personally. Check out her LinkedIn Profile to learn about her professionally.
Portfolio
Some of our favorite projects
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We worked on various projects with both the product development teams and the marketing teams to develop a new line of cosmetic and OTC skincare products that work symbiotically with the brand’s Rx range. We also helped to define the consumer journey of discovering, shopping and experiencing the brand.
We established the overall brand strategy mainly focused on distribution, product architecture, branding and packaging design.
We worked with the founding team on various elements, including setting up the company, determining pricing strategy, financial growth plans.
We worked across multiple functions to drive overall growth in the US market. Project work included new customer acquisition within its DTC channel, distribution expansion with key retail partners, fine-tuning brand message focused on equity pillars, product line expansion into different categories.
We collaborated with executive team to help define organizational structure, business model and financial plan. We worked with the teams to prepare for fine-tuning the brand story and strategy to ink funding deal.
