Exploring Life & Business with Fernanda Ralston of I am Creation

Today we’d like to introduce you to Fernanda Ralston.

Hi Fernanda, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
Coming from a Brazilian elite family, I was born into luxury and surrounded by privileges my entire life. I went to high school in upstate New York and went on to study Drama in the UK, where I specialized and developed a passion for set design.

I began my career in the fashion world with Gianni Versace himself and spent almost a decade between Europe and the United States, working in organizations such as EuroFashion TV. Upon returning to Brazil, it became clear to me that the luxury of our time resided much more in moments, places, and items that could deliver beauty and pleasure in a more meaningful way. I came to the realization that after you had all of what “traditional luxury” has to offer, you could then understand that true, pure luxury didn’t have money or brands as part of its core.

With that in mind, I founded the Après Luxe movement – or, in short, the concept of Post-Luxury. As soon as people who own things discover that a brand, splurging, or a stamp of opulence are not as satisfactory as they thought they were, we arrive in a world and universe of real elegance. A world where each luxury has a reason for being is untimely, innovative, has a true interaction with sustainability and social concern, and especially, has a sales value – whatever it may be – that is clearly justified.

In Brazil, I built and launched in 2012 the Botanique Hotel & Spa and made it the best and most luxurious hotel in the country. It earned a place on Travel and Leisure’s Best in the World list and was featured multiple times on Conde Nast’s Best lists. The hotel was built and managed through the pillars of the Après Luxe movement, and its mission was to showcase the post-luxury concept. I sold the hotel at its prime two years ago and made my move to San Diego for a new journey in life.

The I am Creation vision is an evolution of the Après Luxe movement and it’s presenting the translation of knowledge and wisdom into film art pieces. I’m on a mission to bridge access to distilled knowledge from the modern sages and scientists of our time. I’m partnering with them to translate their wisdom and life work into art that you can apply immediately to see meaningful and lasting results. There’s nothing more elegant than experiencing art-infused knowledge!

We all face challenges, but looking back would you describe it as a relatively smooth road?
It’s never a straight line, is it? I believe that overcoming the curves and bumps along the way makes for a more enjoyable ride and exciting journey.

When you are trying to create something new, there’s always a learning curve for yourself and for your target audience.

It was definitely not quick or easy to get the message across and demonstrate that there was a more elegant and new way to look at luxury products and services. That having the luxury of time to choose items and experiences that could enhance your life was the new standard for true luxury!

It took a long time for people to start listening and for me to find ways to demonstrate what I was trying to say…

Thanks – so what else should our readers know about I am Creation?
I am Creation is the evolution of the concept of post-luxury, Après-Luxe, that I established in Brazil through a movement that proposes a more genuine and meaningful way of looking at the world of luxury through selected filters.

After the empty promises of luxury run thin, what remains? This is the core of I am Creation’s mission: to re-inspire what true luxury encompasses, honoring the precious resource of time with the inspired experience art delivers.

I am Creation presents the translation of knowledge into filmed art pieces as a source of unique inspiration.

The mission is to bridge access to distilled knowledge from the modern sages and scientists of our time. Having their wisdom and life’s work translated into art that you can apply effortlessly and experience meaningful and lasting fulfillment.

Before we let you go, we’ve got to ask if you have any advice for those who are just starting out?
To be open-minded to new opportunities that might lead to better outcomes.

To remain malleable and willing to adapt business strategies and marketing plans. Also, to be mindful when taking advice from others to discern what can really serve your vision while keeping yourself true to the core and mission of your project.

Contact Info:

• Website: iamcreation.com
• Instagram: _iamcreation