We were lucky to catch up with Fernanda Ralston recently and have shared our conversation below.

Fernanda, thanks for taking the time to share your stories with us today Can you tell us the backstory behind how you came up with the idea?

The idea for I am Creation came when I realized that there was such important knowledge and beautiful messages trying to be shared by creatives, creators and thought leaders that were not reaching a wide range audience.
Also, that this knowledge was not being delivered or translated in a way that people could enjoy, absorb or retain.

I remember when I though about all the elements of film and how much I could explore them to transform knowledge into a ” live art ” experience where people could appreciate the artistry of the film while receiving the powerful message within it.
That moment I had the insight that having curated and carefully translated knowledge was rare and luxurious and nobody was doing it!
There’s a niche market for art and a good market for knowledge. Combining them sounded like a winning composition!

Fernanda, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I began in the fashion world under Gianni Versace in the heyday of high fashion and spent almost a decade between Europe and the United States with corporations such as Euro Fashion TV.

In Brazil I created the Post Luxury Movement – redefining the values central to true Luxury which replace excess and exhibitionism with originality, high purpose, high quality and elegance. This philosophy was showcased in my boutique hotel – Botanique Hotel & Spa – in the heart of the Mantiqueira mountains in Brazil . I sold the Hotel in 2021 after moving to California with my family.

In 2024 I launched I AM CREATION™, an epicenter for the post luxury lifestyle offering capsule collections of rich media that translates the ideas of thought leaders into an immersive film experience.

My philosophy: “Luxury is not only about having nice things, wearing designers and traveling first class, it’s a state of mind. It’s about inviting beauty, connection and knowledge into your daily life.”

Can you tell us about a time you’ve had to pivot?

Coming from a background in traditional luxury, I started my entrepreneurial life 17 years ago with a quest for redefining luxury. I launched a boutique Hotel in Brazil that could showcase the new and quiet luxury of that time.
The hotel quickly became a success and an epicenter for the post luxury movement. It was a long, hard but fruitful ride.
In 2021 I realized that I was not passionate about the hospitality industry anymore and couldn’t see myself doing ” more of the same”. For a entrepreneur the lack of passion is a deal breaker!

I felt deeply that I had to reinvent myself , sell the Hotel and start a new journey. It took me a couple years to find myself again in alignment with the quest of deciphering what is the real luxury of our time and realizing that for me, the translation of knowledge into art spoke volumes about timelessness , originality and high purpose – the true hallmarks of luxury living.

So I am Creation was born! A platform that translates the the ideas of thought leaders and innovators into Art Films.

Is there a particular goal or mission driving your creative journey?

The I am Creation vision is to produce and deliver immersive films that translate powerful, potent knowledge through art.
Our aim is to engage and challenge viewers presenting a more authentic and personal exploration of concepts that inspire new ways of thinking and enriching lives.

Contact Info:

• Website: https://www.iamcreation.com
• Instagram: _iamcreation
• Facebook: I am Creation
• Youtube: iamcreation1
• Other: TikTok – _iamcreation

Image Credits

Melissa Montoya