During my internship, I had the privilege to work closely with Professor Pauline Brown on a project supporting a female-only organization in the Faroe Islands. The company we consulted for was Gudrun & Gudrun, a high-end knitwear brand dedicated to women's empowerment and climate-friendly practices. Professor Brown, a respected figure in the luxury industry with a career spanning Estee Lauder, Carlyle, and LVMH, currently teaches aesthetic intelligence at Columbia. Our project was an ideal application of her teachings, focusing on the role of aesthetics in consumer-focused businesses. Working alongside Pauline was thrilling, as it provided insights into how aesthetic appeal significantly influences the success of premium brands. This experience deepened my appreciation for the intersection of aesthetics and business strategy, emphasizing how crucial it is for luxury brands to align their mission with a compelling visual narrative to connect with their audience.

The internship allowed me to apply many skills acquired during my MBA in a practical setting. We undertook extensive market analyses to identify emerging trends, analyze competitors, and understand consumer behavior deeply. A significant part of our work involved developing a brand strategy that not only articulated Gudrun & Gudrun's unique value proposition but also crafted a compelling narrative. This narrative was designed to resonate with the company's target audience and enhance awareness around themes like women's empowerment, cultural preservation, and environmental stewardship. Furthermore, we formulated growth strategies that included market expansion, product diversification, and strategic partnerships to drive sustainable growth. A key component was analyzing the company's pricing strategy and recommending a new structure to align with market positioning. This comprehensive approach culminated in building a detailed 10-year business plan, offering a roadmap for the company’s future success.

One of the primary challenges I encountered was gaining the client's trust and understanding their unique cultural environment. The Faroe Islands possess a distinct and robust culture that required us to fully comprehend and respect in order to offer support that aligned with the company's ethos. Additionally, Nordic people often have cultural norms and communication styles that differ significantly from those in Southern Europe, where I am from. Bridging these cultural differences was more complex than I had initially anticipated. It required patience, active listening, and a willingness to adapt my approach to suit their context. This process taught me the importance of cultural sensitivity and adaptability in consulting. Successfully navigating these cultural nuances was crucial to building a strong working relationship and providing effective, culturally appropriate support to Gudrun & Gudrun.

This internship has been a remarkable learning journey, providing a platform to apply my MBA learnings while also nurturing my creative and aesthetic skills through Professor Brown's mentorship. One of the most valuable takeaways from this experience was understanding the importance of not only creating an excellent product and having strong ethical practices, but also prioritizing the right areas to allow for growth. I am hopeful that our strategic work with Gudrun & Gudrun will have a tangible impact, helping the company achieve sustainable growth. On a personal development level, this experience reinforced the critical importance of effective communication, particularly in the context of cultural differences. The ability to adapt and tailor communication strategies to different cultural environments is a vital skill that I was able to enhance during this internship, which will undoubtedly benefit me in my future career.