We had the good fortune of connecting with Spencer Giorgio and we’ve shared our conversation below.

Hi Spencer, is there something that you feel is most responsible for your success?
Success may be coined in a variety of ways when it comes to entrepreneurship. The idea for The Azure was sparked in Thailand, refined in Spain, and brought to life in Los Angeles back in June 2023. Since our birth, we have had noteworthy, successful moments in our arena of Luxury Beach Products:

• Built out + further developed our Direct-to-Consumer + Business-to-Business sales channels.
• Launched The Azure in four countries.
• Collaborated with like-minded entrepreneurs/brands that share a vision for growth.
• Designed + expanded new product lines.

These successful moments would not have been possible without our identified Strategic Work Streams below:

Intentional Delegation: The Azure is a one-man show on paper, however, there is a team of people being contracted – outsourced – and working on deliverables due to intentional delegation of roles & responsibilities. This has been imperative, to allow Spencer, our Founder, to focus on Customer Engagement, Strategy, and Commercial Pursuits, while contracted employees/friends/partners focus on other meaningful deliverables.

Key Performance Indicators: Whether it is creating a strong Net-Promoter Score + obtaining feedback from customers, conversion on our website to drive sales, obtaining X amount of email addresses at a market, or crossing off various Open Items within our Open Items List, we are results-oriented/driven. Having Key Performance Indicators highlighted each month has allowed us to stay focused on value adding items on a day-to-day basis to continue marching towards the North Star(s).

Identification of The What – How – Why:
• The Objective: We want you to indulge in a life more elevated by delivering products that enhance the everyday. Live
slowly, look good, and take comfort in escape.
• The Method: Our products are meant to maximize comfort where you are. Wonderfully made, reasonably priced.
• The Vision: To build a more comfortable world. Whether it is a day at the beach or a trip around the globe, unwind and
find your calm with The Azure.

Staying true to these pillars has allowed The Azure to celebrate many successful moments and many more to come! These are the foundations to our growth journey, and we look forward to continuing to deliver exceptional products and customer experiences with our brand. Welcome to elevated relaxation, welcome to The Azure.

What should our readers know about your business?
Something that makes me proud is bike riding around Venice and seeing people using The Azure products. This is a small yet meaningful reminder that The Azure is becoming more “normalized” as a beach necessity. This brings me great joy because sometimes I will go up to them and ask how they are liking the product, and the responses are inspirational and makes all the long nights – hard work – and strategy worth it. This has not been easy to get to, but if things were easy in business, everyone would do them. I welcome the challenges, the opportunities, the lessons learnt because it grounds our business to continue to push the needle further.

I’ve learnt that crawling – walking – running is something so simple yet hard to practice. In business, we always want to go faster, stronger, further, however, if the pillars are not strong, it will break at some point. Patience is a virtue when it comes to growth – I want The Azure to grow at a sustainable and durable rate, which I believe we are.

The Azure was built on the fact that the sector has not married premium functionality with chic aesthetic at a reasonable cost. This is exactly what The Azure aims to give, an ecosystem where people look good, feel great, and enjoy using our products. Our beach products are the type of things you didn’t know you needed, the type of things you now know you need.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
When I was living in Thailand, some of the best food options were the hole in the wall spots that carried a certain “if you know, you know” type of vibe. I applied this mindset to Spain and then to LA. I truly enjoy showing people places that aren’t “flashy” or “trendy” but simply put… a place to eat good food at a reasonable price where great conversations can be had.

There are a wealth of these places in Los Angeles. My favorite spot to do this at is called Proudly Serving. They have the recipe of success down: amazing burgers, bar/area to eat and socialize, localized focus i.e. partnering with near by bakers or restaurants to do collabs, and a distinct atmosphere to the restaurant. Some of my fondest memories are selling at a market near Redondo for The Azure, and going for burgers and beers with my friends at Proudly Service thereafter.

Who else deserves some credit and recognition?
A business is only as strong as its network – alliances – and support to successfully pivot to meaningful customer engagement. To achieve this for The Azure, there is a spiderweb of influential forces we surround ourselves with – here are some incredibly important partners/businesses that have helped catapult us to where we are today.

Samantha Tiscia has been with The Azure from day one orchestrating and helping to develop our Strategy, Tone, Copy, and Intentions. She has been a catalyst in us continuing to connect to our North Star over time and not get side tracked.

Michael Savvides(@cali_mike_) has been a mentor throughout this entire process. His leadership skills in asking thought-provoking questions, including The Azure in business networking events, and constantly challenging us to push to the moon has been and will continue to be imperative for our success.

Elena Carrillo has been the mastermind behind our design, our chic feeling on all socials, and making customers feel a certain way through experiencing our brand and ecosystem on Social Media.

CharGuy Gear(@charguy_gear) is our long-time friend and business sparring partner to brainstorm go-to-market strategies and think outside the box on all prisms. While CharGuy Gear specializes in premium Gardening Gear, having counsel outside the Beach Industry is a fantastically sound way to push limits.

Beaches Only Swim(@beachesonlyswim) is a partner, collaborator, and friend to The Azure. The three ladies at the helm are not only supportive, but act as a sounding board to marketing strategies, collaboration posts, and teaming up for Markets and reaching new audiences since we share similar demographics.

Website: https://theazureco.com/

Instagram: https://www.instagram.com/theazurecompany/

Linkedin: https://www.linkedin.com/company/99106550/admin/feed/posts/

Image Credits
Spencer Giorgio, Founder of The Azure

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