Meet Greg Hex

We caught up with the brilliant and insightful Greg Hex a few weeks ago and have shared our conversation below.

Hi Greg , thank you for being such a positive, uplifting person. We’ve noticed that so many of the successful folks we’ve had the good fortune of connecting with have high levels of optimism and so we’d love to hear about your optimism and where you think it comes from.

True optimism, I think, comes from a maker’s joy in the art of creation. Optimism grows as the purpose behind your creating begins to resonate with others. Then you have inspiration.

Our belief, that preparing and sharing food is an act of love, is a mindful way to integrate and elevate ordinary everyday tasks into something special. What we do is part art, part functionality, part lifestyle and this seems to ripple outwards and nourish the people around us in many ways.

So the optimism comes from sharing what we’re doing with others. That connection is valuable in an increasingly fast and disposable world.

Appreciate the insights and wisdom. Before we dig deeper and ask you about the skills that matter and more, maybe you can tell our readers about yourself?

The Aura California story is a romantic tale. It has the meeting of different worlds and a sense of destiny. It has trial and tribulation, passion, transformation, and what seems like a never-ending horizon.

We make hand-crafted, one-of-a kind tools – so each knife is a functional work of art. Unlike mass-produced tools, each one of our knives carries the intention of its maker and the mindfully selected materials and hand-sculpted facets give them a jewel-like aesthetic all to their own. Our knives are designed to be ruthlessly efficient and precise but their personality will deliver a tactile joy which comes alive in your hand the moment you pick one up.

The inspiration behind Aura is too, a California story. Each one of our knives is handmade here in LA which is an amazing place to be inspired. It’s the place where function and beauty fall in love. The rhythm of what we, and millions of other Californians do everyday echos with the tide – steady, deliberate and eternal. That feels special.

We have many exciting events and collaborations in motion this summer which include farmers, winemakers, artists, festivals, chefs, restauranteurs and corporations alike. These run right through to December where we live so we hope to see you all out there!

Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?

Wow, there is so much to unpack here and still so much to learn. It’s easy to love something that you enjoy effortlessly – but turning that into a business can at times take some of the effortlessness out of it and replace that joy with things like fear and routine which are natural killers of the human spirit. I think surrounding yourself with good people and a clear vision can help to spread that load out a little and keep the desire and optimism front and center.

You cannot be in business alone or share your art in isolation, so prepare to surround yourself with people. People are the good and bad of every situation in essence, so learning to understand them is usually beneficial. You’re going to have helpers, vendors, partners, suppliers, service providers, creators, regulators and detractors that come in all shapes and sizes. The skills I learned through years of school and organized sports have always stood me well in understanding the importance of teamwork, common goals, clear direction, discipline, desire, tolerance and things of that nature. It’s usually how things much larger than you get accomplished. All you need at that point is clear communication and willingness.

All the wisdom you’ve shared today is sincerely appreciated. Before we go, can you tell us about the main challenge you are currently facing?

The biggest challenge for many a small business or growing a small business anyway is usually finance and operating capital. I think this is especially true in manufacturing for those who are doing it themselves without the help of investment or venture capital. It’s a lot easier to spend money when it’s not yours after all. The scaling process is slower and more painful, and the risk is that much higher, when it’s your hard-earned money.

Growth requires constant learning and evolving – and not always being so enamored with your own ideas that you fail to be objective.

At Aura California, we have had to improve on operational efficiency and material yields as a means with which to eliminate waste and exacerbate cost. It helps to keep mistakes and distractions to a minimum in most applications. Sometimes it’s called engineering and sometimes is just common sense.

Contact Info:

• Website: https://www.auracalifornia.com
• Instagram: @auracalifornia
• Facebook: @auracalifornia