I recently talked to industry icon Deena Ghazarian, Founder and CEO of Austere, about her new company, the initial product line and who is her target market. Part 1
Maureen Jenson: Please tell me about Austere? What is this new brand all about?
Deena Ghazarian: I’m so excited to tell you about Austere. I’ve brought all my business experience and passion from the fashion and consumer electronics worlds together to launch a technology accessory company where intentional design intersects with flawless performance.
Austere was created for those of us who care about style and what we connect to our devices. We use exceptional materials and the latest innovation to ensure the best performance. But beyond that, Austere pays unique attention to the details in design. Everything is done with purpose, from the packaging to its brand elements. It’s design with intent.
MJ: Isn’t there a huge gap in the accessories category right now?
DG: There is. You either have super-premium accessories or interchangeable non-descript ones that may or may not work. We saw an opportunity to fill that gap. Austere connects our customers to the products, people and devices they love and are committed to giving them more than they expect. Austere, our name, comes from our style discipline. But our tagline “more than expected” tells our customers that they can and should expect more from a brand with every element – from the design to the packaging to the website to the social content to the performance and to how we stand behind our product. Austere will always be more than expected.
MJ: What does your initial product line consist of?
DG: We will start rolling out our Home Theater and Audio accessories, including HDMI, Optical and Audio cables, along with audio interconnects and our Clean and Protect cleaning solution. The Power products will be out in August.
MJ: Who is your market?
DG: We created Austere for consumers who care about style and want the accessories they use to be as intentionally designed as their sleek, sexy HDTVs and laptops. When TVs evolved to HDTVs that are thin and elegant, they became a bespoke piece of the home. Austere believes everything that is connected to those gorgeously designed devices should be too. We are passionate about creating products that have that same carefully considered design.
Stay tuned next week when Deena goes into further detail on what makes Austere different than other brands on the market, reaching her target market and advice on starting your own business.