Meet Spencer Giorgio

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, 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?

The Purpose of The Azure is to deliver premium, handmade beach products that elevate one’s relaxation experience. Relaxing comfortably should be an attainable luxury, however, the market has yet to provide a product that marries premium functionality with chic aesthetic. Having called Asia + Europe home for the majority of my twenties, the purpose of The Azure was built upon being inspired by snippets of foreign countries “beach culture” and mashing it into one, functional brand that maximizes comfort with minimal effort. The Azure was born in Bangkok, refined in Madrid, and brought to life in Los Angeles, all three cities are found in the branding and product offerings. We want people to feel a certain type of way when they use our products – our purpose helps enable this and makes it a reality wherever they are relaxing.

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?

My name is Spencer, and I am the founder of The Azure. The Azure is 1.5 years young and has come a long way since its inception! We currently sell in 14 retailers across The USA – Kuwait – Spain – Taiwan. What makes me most excited about building this business is seeing the enthusiasm around our products, hearing first hand how beneficial our products have been for customers’ overall health, their enhanced experience when laying at the beach, or how our Head Hammocks are their ‘go-to’ travel companion, it is energizing. The future is looking bright with new product developments and marketing campaigns, we look forward to the future while enjoying the present. We will be heading to Surf in Orlando, FL in January; this is a huge opportunity for our growth journey heading into Summer 2025.

If you had to pick three qualities that are most important to develop, which three would you say matter most?

I believe for people to be successful in business, in relationships, or in personal growth/life, there is a trifecta of skills that are necessary to unlock. I wouldn’t be where I am today without these three skills:
1) Smart Work: The Azure is my side business as I have a “9:00 – 5:00” in International Trade that I take extremely seriously and love. International Logistics takes a lot of my energy and strength, so when I “start” The Azure work at night, I must work smartly. This includes prioritizing tasks/projects/pursuits that will move the needle the most. Utilizing AI Tools – outsourcing some tasks – and embracing the concept of Time-Value-Money, working as smartly as possible is imperative as it is just myself running The Azure.
2) Timing: Launching The Azure when I did was the right timing as I was living in Los Angeles, and LA is a fantastic place to build a business. Doing it at this time allowed me to join small business events and markets in addition to building a network of entrepreneurs and creators to help drive The Azure.
3) Luck: Luck goes a long way and putting oneself in situations that allow more luck to blossom for you is optimal. By accomplishing bullet points 1 + 2 above, luck takes flight and you may take full advantage of that. Acknowledging that luck is a skill and honing that skill is vitally important.

Is there a particular challenge you are currently facing?

The number one obstacle The Azure has is getting customers (at retail stores/online) to immediately realize what The Head Hammock (our flagship product) is and why they need one. This “aha” moment requires nourishment and help as our attention span is so quick to go onto the next thing. There is a short window of opportunity to grab someone’s attention and make him or her realize why they need our product. To diminish this in retail stores, we have beautiful photography + marketing on our tags to catch people’s attention in addition to knowledge sharing with retail employees on the benefits and information of the head hammocks. To diminish this online, we are working with videographers + photographers to expand our marketing + content, with micro-influencers and influencers to expand our reach and obtain new customers, and agencies like Haworth House to expand our gravitational pull in various channels like print, podcasts, online, et cetera. By sharing more both in retail stores + online, we believe the overall buzz of our products will help strengthen sales and drive growth.

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