We’re excited to introduce you to the always interesting and insightful Spencer Giorgio. We hope you’ll enjoy our conversation with Spencer below.

Spencer, thanks for taking the time to share your stories with us today So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

The Azure was sparked in Thailand, refined and groomed in The Mediterranean, and brought to life in Los Angeles. I lived in all three areas for over seven years – these phases of my life are found within the environment in which The Azure is aiming to create. I didn’t make the Forbes 30 Under 30 list, but I managed to travel to well over 30 countries before turning 30 – these cultural immersion moments and lifestyle are both baked into the pillars of The Azure.

Whether you are relaxing by the pool or embarking on an adventure abroad, our Head Hammocks and brand enable enthusiasts to reach an otherworldly level of serenity and comfort. I observed how, especially in The Mediterranean, people appreciated the overall vibes of the beach experience: the sun umbrellas, the loungers, and the towels compared to The USA. I wanted to bring those attributes to beach-goers all around the globe. Our colors, the utilitarian factors of the products, and our Mission are all inspired from my travels.

The Azure wants to enhance the comfort of everyday life at the beach through the creation of products that embrace simplicity, beauty, and escapism at its finest.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Travel, the Beach, and International Trade is part of my DNA. Growing up in a small beach town in Connecticut, it was very unique to see my father travel the world for business, he is in International Logistics. This was the catalyst to me wanting to explore the nooks and crannies of our world.

Fast forward to my young adulthood, I found myself living in Asia for four years. When living there, I bought various products out of curiosity that ranged from chairs to beach gear to trinkets and pillows. Over time, the idea came that there was nothing like a “Head Hammock or Beach Pillow” that was widely used across the world. Why? Why do we accept uncomfortable lounging experiences at the beach when Ancient Egypt + Feudal Japan started this years ago? I wanted to reposition the Head Hammock with modern chic and functionality. I started The Azure in Thailand, I found a vendor and exported the Head Hammocks to The USA. This failed for various reasons and I stopped the dream for that moment.

Later on, I found myself calling Spain home for three years, this is where I experienced the best beach life/vibes I have ever seen. From the chairs to the food to the sun umbrellas to the towels, I knew I wanted to get back into the luxury beach business again. Having lessons lettered from Thailand, I knew I should wait until I would move to Los Angeles, California in 2022.

Los Angeles was the perfect launch pad for The Azure. I use my inspiration gained from years on the road to make customers feel a certain way when they enjoy our products. We sell our Head Hammocks at local markets, in stores through business-to-business channels, and online. Due to my network abroad, we are selling in four countries after our June 2023 Launch: Kuwait, Spain, Taiwan, and The USA. This has allowed me to scale at a proper pace as The Azure is my “every moment outside of my Monday – Friday shipping profession” type of job, so functional and calculated scalability is key.

Our differentiator is that the market has yet to marry premium quality with functionality at a wonderful price in the luxury beach product field. Our Head Hammocks are one piece to the ecosystem I envision and more products are being developed to bring that vision to life. I am most proud of the brand for being where it is today in such a short period of time. I gain happiness when I walk around Venice Beach and see people using my Head Hammock. Furthermore, I take much pride in being labeled “The Head Hammock Guy” around Los Angeles. People come up to me at markets and say “I saw your product in this store or at the beach” – these are really cool moments for myself. These small wins mean a lot to entrepreneurs like myself.

Any insights you can share with us about how you built up your social media presence?

Building an audience on Social Media is difficult but doable! Creating content that resonates with the end user(other businesses or customer) is something I have struggled with. However, after six months of posting constantly on Instagram, TikTok, Threads, Pinterest, Facebook, The Azure is starting to gain some buzz.

With regards to content, I take all the photos and my friend/contracted consultant, Elena, who lives in Belgium, helps make it pretty. I also do Affiliate Links – local markets to meet people and gain followership – and paid advertising through User Generated Content or Micro Influencers. Furthermore, I try to team up with similar businesses to gain new demographics/followers through giveaways or paired postings.

Lastly, I love doing interviews like this – podcasts – and posting on my personal instagram. Creating buzz and demand has never been more attainable yet difficult at the same time. Thinking outside the box is key and following accounts/podcasts like Gary Vaynerchuck, The 10 Minute Entrepreneur, @Orenmeetsworld has helped expand my understanding of social media and how to leverage branding.

What do you think helped you build your reputation within your market?

I mentioned earlier that Los Angeles was the perfect place to restart The Azure, I stand by that. The support from friends and other entrepreneurs have both been imperative in building brand awareness and reputation. LA also has a strong “buy local” mentality with constant markets available to apply for, which has been fantastic. Seeing customers in person brings a special atmosphere to the branding, they can connect the branding online with the physical experience at the market. The Azure wouldn’t be where it is today without the markets I have joined. Jointly working with other businesses has also been a great building block to building reputation online.

I made it a point to work with brands to do collaborations – events – and postings, which has further developed my legitimacy and branding. Lastly, having my retailers is crucial. My products in stores for customers isn’t all about the sales, it is about getting my name out there and having people recognize the brand and product on a daily basis when they shop in various locations.

Contact Info:

• Website: https://www.theazureco.com/
• Instagram: https://www.instagram.com/theazurecompany/
• Linkedin: https://www.linkedin.com/in/spencer-t-giorgio-mba-aa51a145/
• Other: Pinterest: https://www.pinterest.com/TheAzureCo/

Image Credits
Spencer Giorgio, Founder of The Azure