About Us | NewAmethyst

About

NewAmethyst was born from a simple but powerful truth: every growing organization already contains everything it needs to be unstoppable in the market.

Our job is to find it, shape it, and amplify it.

The amethyst is a crystal formed in volcanic rock — forged under intense heat and pressure over millennia. Its natural facets reflect light in a way that reveals its physical beauty, but its true power lies deeper — in the conditions and elements that created it.

That’s exactly how we see the brands we work with.

The uniqueness is already there. Our job is to understand the elements that contribute to your uniqueness and apply the heat and pressure required to build something beautiful that lasts.

The amethyst is a crystal formed in volcanic rock — forged under intense heat and pressure over millennia.

Its natural facets reflect light in a way that reveals its physical beauty, but its true power lies deeper — in the conditions and elements that created it.

That’s exactly how we see the brands we work with.

The uniqueness is already there. Our job is to understand the elements that contribute to your uniqueness and apply the heat and pressure required to build something beautiful that lasts.

Our Purpose

To uncover uniqueness hiding in plain sight and amplify its impact in the world.

Our Vision

To reimagine marketing as a process of self-discovery and connection.

Our Mission

We help founder-driven organizations BE SEEN by uncovering their uniqueness, and aligning their team to tell stories that drive unstoppable momentum.

Why “New”?

Amethysts formed thousands of years ago are still here — still powerful, still beautiful, still rare.

A brand built on its true elemental foundation works the same way. It doesn’t chase trends. It doesn’t need reinvention every few years. It lasts. Even through market disruption or industry changes, its clarity in purpose acts as a north star not only to attract customers, but to keep the team aligned and clear on who they are and where they’re going.

We help founder-driven service organizations BE SEEN for who they truly are.

There comes a point where your business has grown, but your brand hasn’t fully caught up.

Your reputation, your team, your work are all strong. But the story of your differentiated value may still live inside the founder, the leadership team, or it may simply live in the experience of working with you.

What We Believe

We believe the best brands are not invented. They are excavated.

They already exist in the way a founder leads, the way a team serves, and the stories living inside the organization.

Our work is to create the conditions for clarity—to ask better questions, surface what has been hiding in plain sight, and turn awareness into language, stories, strategy, and visibility.

The Amethyst is associated with clarity of vision — the ability to see what others miss. Our work is to see.

We see the uniqueness hiding in plain sight inside your organization, and we help the world see it too.

What We Believe

We believe the best brands are not invented. They are excavated.

They already exist in the way a founder leads, the way a team serves, and the stories living inside the organization.

Our work is to create the conditions for clarity—to ask better questions, surface what has been hiding in plain sight, and turn awareness into language, stories, strategy, and visibility.

The Amethyst is associated with clarity of vision — the ability to see what others miss. Our work is to see.

We see the uniqueness hiding in plain sight inside your organization, and we help the world see it too.

Your BE SEEN Partner

We are strategists, storytellers, producers, listeners, and creative partners.

But more than any title, we are people who care deeply about helping others become more clear, more confident, and more fully seen.

Ember — Story Architect

CEO & Founder

Ember’s life’s work is about helping leaders align with and articulate their purpose.

Part strategist, challenger, and creative ally — she partners with leaders to help them see themselves more clearly and step more fully into the vision they’ve been given.

Ember believes founders don’t just build businesses. They shape industries, transform communities, and have the opportunity to model a different way of working in the world — one where people and purpose come first. Her mission is to help strong teams grow while keeping the heart of why they started alive and visible.

She is the Founder & CEO of NewAmethyst and creator of the BE SEEN Method.

Maya — Brand Guardian

Graphic Designer

Maya believes the right visual should tell you everything you need to know about a brand in just a glance.

She brings cohesion, clarity, and creativity to the visual assets for NewAmethyst and our clients. Whether it’s social graphics, print, or a full visual brand build — Maya makes sure what you see on the outside reflects the truth of what’s on the inside.

Her why is simple: she loves helping people bring their ideas to life through visuals that accurately portray the business, the brand, and the people behind it.

Myke — Vision Translator

Cinematographer & Creative Strategist

Myke is a filmmaker, musician, and multidisciplinary storyteller who believes the most powerful stories are the ones that make people feel seen.

As NewAmethyst’s Vision Translator, he helps turn ideas, emotions, and lived experiences into cinematic narratives that feel human, intentional, and emotionally grounded. His work lives at the intersection of strategy and artistry; blending visual storytelling, music, sound, and cultural insight to create work that resonates beyond aesthetics alone.

Whether he’s shaping the visual language of a brand, directing a production, or guiding creative teams through narrative excavation, Myke approaches storytelling as both craft and responsibility.

What matters most to him is creating work that doesn’t just look beautiful but actually resonates with the people experiencing it.

Britta — People Amplifier

Brand Photographer & Production Assistant

Britta is a visual storyteller whose why lives at the intersection of people and story.

As NewAmethyst’s People Amplifier, she works directly with our clients to make production days run smoothly — handling the prep work, day-of details, art direction, and personal wardrobe consulting to make sure the experience is easy for our clients and showcases them in their best light. Britta also amplifies our clients’ teams by photographing our productions and delivering personal brand photography that features the many faces of their organization.

What drives her is helping turn our clients’ stories into powerful tools for their business.

Olivia — Swiss Army Editor

Video Editor & Studio Coordinator

Olivia prioritizes the importance of mixing visuals and audio into one seamless narrative that amplifies a founder’s unique voice.

As NewAmethyst’s Swiss Army Editor, she works alongside our clients to ensure their story is heard – attending client meetings to create a streamline into post-production, seamlessly cutting together interview and b-roll footage to emphasize the brand, and providing quick and quality revisions to ensure client approval. She also assists within the studio through organization and upkeep to ensure a welcoming environment for clients on production days.

Her passion is helping clients execute their stories and create deeper meaning within their messaging and branding thanks to the techniques of visual media.

Rose — Process Whisperer

Executive Assistant

Rose believes that reliable behind-the-scenes support is what lets big ideas shine.

As NewAmethyst’s Process Whisperer, she keeps every detail running smoothly — coordinating schedules, managing communications, supporting clients, and making sure nothing falls through the cracks. She is the connective tissue of the team: the person who knows how to keep things organized so that it’s easy for everyone else to focus on the work.

It’s no coincidence her other great love is horses. The patience, attentiveness, and quiet steadiness it takes to earn a horse’s trust are the same qualities she brings to every client and teammate she supports.

Tiff — Systems Oracle

Head of Operations

Tiff is the kind of person who can walk into a swirl of ideas, moving parts, half-built systems, and big-picture dreams, then somehow make it all feel clear, calm, and doable.

As NewAmethyst’s Systems Oracle, she brings structure to vision and steadiness to growth. She helps transform evolving ideas into operational rhythms that feel supportive, sustainable, and aligned with the heart of the work. Part strategic partner, part problem solver, and part grounding force, Tiff helps ensure the behind-the-scenes experience is just as intentional as what clients see on the surface.

What drives her most is helping teams move out of overwhelm and into clarity — creating a business that can not only grow beautifully, but genuinely support the humans building them.

Brie — Financial Navigator

Accountant & Bookkeeper

Brie helps turn financial data into direction to help the NewAmethyst team grow.

As our Bookkeeper & Accountant, she brings order, clarity, and steady communication to the financial side of the business. She helps keep the books accurate, organized, and meaningful — so the team is not just looking at reports, but understanding where the numbers are pointing and how they support the bigger picture.

Brie believes bookkeeping is more than data entry. It is a compass for confident decision-making, thoughtful planning, and leading with less stress.

Her work is rooted in communication, trust, and the belief that business owners deserve to feel supported as they navigate the financial side of their work.

Gina — Talent Champion

Human Resources

Gina believes business transformation happens through people – and she focuses on bringing joy to building processes that support teams.

With a background spanning Fortune 500 companies and small business, she has seen what happens when people and culture are treated as an afterthought — and what becomes possible when they’re not. Her true passion is bringing that experience to growing teams who are ready to build something that lasts.

Her work with NewAmethyst is people-first in practice — helping the team and leadership grow with the right systems, support, and culture to match the vision.

What You Can Expect From Us

The work we do is strategic, but it’s also personal.

We work closely with founders, leaders, and teams to excavate the stories, strengths, and moments that make an organization who they are. That requires trust, care, and a team that can hold both the human and strategic side of the process.

These values are how we create, connect, and grow together:

Create Through Listening

Listening is an act of creation. We are intentional about where we listen from and understand that how we listen guides every relationship and creative process.

Preparation as a Way of Life

Preparation is sacred. Every experience we have prepares us for who we are becoming. We make room for creativity through the foundation of being prepared. Through this way of life, we are confident in facing any opportunity, obstacle, and the unknown.

Design Remarkable Experiences

Experiences shape us. Through our brand, client services, and relationships, we aim to create extraordinary experiences that leave others inspired.

Transformational Awareness

Awareness is an act of transformation. We seek awareness that brings clarity about one's purpose and vision in a way that builds momentum and contributes to growth.

Joy in Personal Achievement

We find joy in the process of becoming. We embrace our success as well as our obstacles. We know that every experience is here to teach us, and we find joy in the process of achieving our goals.

We'd love to help you

If your organization has outgrown the story you’re telling, we can help you find the one that will carry your forward.

Let’s build a brand that your team can embody, and that your Dream Customer just gets because they see themselves in the story.