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Katerina Simonova-Liggio

@kat_simonova

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strategist, CMO & founder whisperer
cofounder @bsmntprty 🎶 wifeager @chrisliggio
mama to luca, valentina + @quincyjonesthefrenchie
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a little bvi dump hbd bri bri 🐠🩵
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How to stop “chasing shiny objects.” Your brand archetype is the tool that helps you avoid distraction and stay focused on your goals. Katerina Simonova-Liggio and I dove deep into this topic (and more) in our recent Substack Live conversation. Kat helps founder-led DTC companies build brands with soul. This is no small feat, especially now with AI creeping into to much of what see, read, and listen to online. During our talk, we covered: → Brand strategy with soul — why this topic and why now? → Brands that stand out aren’t built on better tactics; they’re built on deeper self-knowledge. → The importance of knowing the “why” of your brand (or business). → The Brand Archetype approach and the Five Pillars. → How and why you need to learn to listen to what your body is telling you. There are so many takeaways from our conversation that you can immediately apply in your business, including a link to the Brand Archetype Exercise (an eye-opener if it’s new to you). 👉 Watch (or listen) here: https://newsletter.katherinedanesi.com/p/brand-strategy-with-soul LINK IN BIO AS WELL
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Some experiences are almost too big to take in. As if their full meaning cannot be absorbed all at once. It will take time and multiple mental passes in order to permeate the conscious mind and land, the memory becoming your own. I suppose that’s what the birth of a child might be. Or one’s wedding. Or becoming an elected official after a grueling race. I haven’t done any of those things. But the initial NYC book launch of The Big Unlock in my hometown, not far from where I grew up, was one of those experiences for me. Seeing faces from so many different parts of my life reflected back at me from the full house. Receiving my first ever standing ovation (albeit prompted by the very generous and persuasive @heyamberrae ). My oldest friend brought her big sister. My dearest friend (from kindergarten days) brought her adult son. My niece, brother, sister in law in the back row. My Montauk family. My 90’s NYC crew. Colleagues. Mentors and mentees. My man in the front row. People who surprised me by showing up. Those who I didn’t know at all, but were curious enough to buy a ticket and come. And over all of it, I felt my late father’s presence—just beyond what the eye can see. We asked questions, shared stories. We laughed. We even wrote a little bit together. I hope people left feeling lighter, more apt to let themselves be curious. Less stuck, more freedom. So thank you out there to whatever force in the world assembled this experience. And thanks to each of you who participated. Writing a book is lonely. But that was one of the least lonely nights of my life.
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Before the posture tech. Before the patents. Before the strategy decks and content calendars… we were just little people becoming ourselves. And now, we get to build something that helps women stand taller - physically and energetically. I’m endlessly grateful for this team of individuals who care deeply about alignment, embodiment, and doing the meaningful work that sets Etalon apart. We’re building something steady, intentional, and rooted in real transformation. And if you’re here, whether you’ve worn the Posture Bra or are just following along, you’re part of this story too. - Kristina 💚
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The signs were always there — we just made it official. 😌✨ xo, Sarah 💋 #ThisIsTheOne #BabyToBoss #ThenVsNow #HouseOf29 #FounderLife
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Sip. Pierce. Shop. Repeat. A Valentine’s Day edit of self-love and style. Bubbles, luxury piercing, and a curated selection featuring Echelon Posture, Puzzle Makeup, and design-forward brands created to help you feel confident, aligned, and radiant. There’s always more to love at House of 29 💘 Saturday, February 14 | 11–4 xo, Sarah 💋 #HouseOf29 #SipPierceShop #LuxuryPiercing #ValentinesPopUp #CuratedWithIntention @etalonposture @puzzlemakeup Join us for a celebration of self-love and styles bubbles get pierced in shopped cured selection featuring Etalon posture and puzzle makeup two brands designed to help you feel confident aligned and radiant
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“I’ve been wearing the Etalon Posture Bra for months, but it’s been especially supportive during pregnancy. It’s rare to find something that moves this effortlessly with your body, through every phase and setting. I recently spent a few days leaf-peeping and exploring the Berkshires (with a cozy stay at @touristswelcome ), and the bra helped me stay balanced and aligned through long drives, hikes, museum strolls, and dinners out alike.” — @kat_simonova Etalon is support that evolves with you. Through every season, every journey, every shift. Share your experience with #MyEtalonJourney so we can repost!
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It's an absolute barrage of holiday assets; one more set of adorable stills for @evolvh // swipe for some 35mm BTS Photography + retouch: Moi www.frankwithersphoto.com Styling: @celine_machine Styling assist: @mariailona Creative+Art direction: @kat_simonova Digi: @bald.bearded.bruh Assist: Jarrett Murphy
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Some mixed media from our latest photoshoot to capture and celebrate our packaging update 📸💙 Slides 1, 2, 4, 6 & 8 are behind the scenes moments shot on film by photographer @frankwithersstudio. Slide 3 is a timelapse demonstrating the team effort that goes into set life. Slides 5 & 7 are a taste of the final images. - CREDITS: Photographer: @frankwithersstudio Producer/CD: @kat_simonova Prop Stylist: @celine_machine - Special thanks to the EVOLVh team and our fearless leader @borisoak 💙 [ location: Studio 80 Brooklyn ]
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we have fun
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our founder @chrisliggio starts every BSMNTPRTY writing/recording session with some palo santo (also known as “paul santo” according to these captions) from our cleanse + manifest kit 🔥 · @kat_simonova (behind the camera) caught him and @johnthomas in action when they were reworking RADIO (out now!!) 📻
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LITERALLY NO ONE: US: HERE’S A Q&A WITH OUR CO-FOUNDER @CHRISLIGGIO
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