Meet Esther Andries

We were lucky to catch up with Esther Andries recently and have shared our conversation below.

Esther, so good to have you with us today. We’ve always been impressed with folks who have a very clear sense of purpose and so maybe we can jump right in and talk about how you found your purpose?

Before moving to the US, I had already built 2 businesses and sold one of them in Belgium. The latter — a wellness cafe — became a local success story, and I even published a cookbook. I was a “well-known figure” in the Antwerp wellness scene, and things were moving. From the outside, it looked like I had everything figured out.

So when I moved to Los Angeles, I assumed I’d keep building on that momentum. I didn’t expect to hit a wall. But professionally and personally, everything I’d created started to unravel — fast. The business I brought with me collapsed. My marriage ended. And I suddenly found myself in a new country, with no family, no professional network, and no income. It was the kind of rock bottom that forces you to stop and ask: what now?

I knew I didn’t want to go back to my old life. I wanted to stay. I chose to stay. Even when it didn’t make sense on paper, even when everyone said I should just come home, something in me knew this was actually an opportunity — to rebuild everything, but this time, on my own terms.

That’s when my purpose started to take shape. Not in some neat moment of clarity, but over time, as I began asking better questions. What kind of business do I want to build now? What kind of life do I want it to support? What kind of work actually lights me up?

I got really clear: I wanted to create something that felt good and worked well. Something sustainable, strategic, and soul-aligned. I wanted to help other founders do the same — especially entrepreneurs in wellness, hospitality, luxury and lifestyle — because I knew how lonely and overwhelming it can be to figure it all out on your own.

So I leaned into what I’ve always done best: personal branding, systems, clarity. But I evolved it. I started helping founders optimize their business not just visually, but functionally — using AI, automation, and smart systems to create more space, more ease, and more visibility in an era that’s changing fast.

That’s how my agency and consulting work were born.

So no, I didn’t stumble into my purpose. I built it — intentionally — from the ground up, after everything else fell away.

Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?

Right now, I run a boutique marketing and consulting agency based in LA , and we’re doing some really exciting work at the intersection of personal branding and AI.

I help founders, especially in wellness, hospitality, and the luxury space, optimize how they show up in the new AI-driven landscape. Because let’s be honest: people aren’t just Googling anymore. They’re asking ChatGPT. They’re using Claude. They’re relying on AI tools to make decisions — from what to buy to who to trust. If your brand isn’t showing up in those conversations, you basically don’t exist in 2026.

That’s why a big focus of my work right now is helping founders become AI-visible. We build brand positioning, messaging, and digital footprints that actually surface in AI search.

What makes this work so exciting for me is that I get to bring all parts of my background into it. The wellness-first mindset. The European design sensibility. The systems-thinking. Even the lived experience of rebuilding, it’s all woven into how I help others create brands that are both beautiful and deeply functional.

We’re also expanding. I launched Aestetik Connections last year — a community event series that brings founders and brands together offline. It started as something small I wanted to try for fun, and it’s grown into this beautiful space for connection, visibility, and collaboration. And I definitely intend to focus on those events more in 2026.

And personally, I’m also stepping more into the spotlight. I’ve been doing this work behind the scenes for years, but in 2026, I’m really leaning into my voice as a thought leader — especially around AI, branding, and business efficiency. Whether that’s on social, on panels, or in deeper conversations with other founders, I want to be part of shaping how we use these tools not just to grow, but to grow better.

At the end of the day, my work is designed to help people get seen, generate more leads, and build brands that feel like them. We use AI to save time, and in that time, I want founders to reconnect with themselves. With their bodies. Their creativity. Their energy. Because when you feel well, your business reflects that. And when your systems are dialed in, your life opens up.

There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?

Looking back, I’d say there were three qualities that made the biggest difference in my journey, especially when things didn’t go as planned: clarity, resilience, and adaptability.

1. Clarity
Not just on what you want to build — but how you want your life to feel while building it. Early in my career, I chased a version of success that looked good externally but wasn’t actually aligned with how I wanted to live. It took starting over from scratch to get crystal clear on my values, my lifestyle, and what kind of business would actually support that.

Advice: Get clear on your non-negotiables now. What does freedom look like for you? How do you want to feel day-to-day? Build from that place, not toward it.

2. Resilience
There were moments in my journey that stripped away everything comfortable and familiar. And honestly, that’s when I discovered how strong I really was. Resilience, for me, wasn’t about bouncing back — it was about rising with more intention.

Advice: Don’t avoid failure — build your bounce-back muscle. Create rituals that ground you. Take care of your body. Keep moving, even when it’s messy.

3. Adaptability
Especially now with how fast AI is changing the business landscape. The ability to pivot, to learn new tools, to rethink what you thought you knew — that’s everything. My work evolved because I stayed curious, and I didn’t let fear of the unknown stop me from reinventing how I work.

Advice: Stay open. Keep learning. Don’t get too attached to one version of success. The ability to adapt is the edge now — especially with how quickly tech is shifting the rules.

If you can get clear on who you are, stay rooted through the hard parts, and keep evolving as the world does — you’ll be unstoppable.

Alright so to wrap up, who deserves credit for helping you overcome challenges or build some of the essential skills you’ve needed?

I’m a big believer in going all in on your strengths, not because you should ignore your weaknesses, but because spreading yourself too thin is the fastest path to burnout.

When I started my wellness cafe in Belgium, and later my supplement company, I was bootstrapping everything. I was trying to be the founder, the marketer, the accountant, the manager — all at once. And while that kind of scrappy mindset can get you far in the early stages, it eventually starts working against you. You can only juggle so many hats before something slips — and often, it’s your health, your clarity, or your creativity.

Over the years, I’ve gotten really honest about what I’m good at, and what I’m not. I thrive in vision, systems, branding, and creative direction. I’m obsessed with the strategy behind a beautiful, functional business. I care deeply about wellness, balance, and building something that lasts. But I’m not great at people management. P&L’s? Not my thing. And I’ve learned that’s okay.

The key is knowing the difference between what energizes you and what drains you — and having the self-awareness to either outsource or ask for support. If you can hire, hire. If you can’t, get in rooms where people love doing what you don’t. You don’t have to master everything to build something powerful. You just have to go deep on what you do best, and make sure you have the right support around you for the rest.

That’s what I now help my clients do: lean into their strengths, simplify the rest, and build systems — including AI — that support the way they work best. When you build from your zone of genius, everything becomes more sustainable. You’re not chasing every trend or burning out trying to be everything to everyone. You’re building a business that actually supports your energy, your gifts, and your life.

Contact Info:

• Website: https://www.aestetikagency.com/
• Instagram: https://www.instagram.com/esther.andries/
• Linkedin: https://www.linkedin.com/in/esther-andries-52568a85/

Image Credits

Tiffany Le