Angela Kim of The Areum on Building a Purpose-Driven Brand Rooted in Culture and Meaning

Angela Kim is the Founder and Creative Director of The Areum, a thoughtfully designed brand inspired by the Korean concept of areumdaum, meaning beauty that comes from being true to oneself. With over 15 years of experience in the fashion industry, Angela brings a deep understanding of design, storytelling, and craftsmanship to her work. Her journey, shaped by growing up between Korea and the United States, is reflected in every piece she creates, blending heritage with a modern, intentional perspective. Today, she is building a brand that goes beyond aesthetics, focusing on meaning, cultural connection, and timeless design.

Please share a brief introduction and your business:

My name is Angela Kim, a LA–based designer with over 15 years of experience in the fashion industry. I founded The Areum as a reflection of my personal story: growing up between my motherland, Korea, and my hometown in the United States.

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"The Areum" is a brand inspired by the Korean word areumdaum, meaning beauty that comes from being true to oneself. Through thoughtfully designed pieces from accessories to cultural goods; the brand celebrates quiet beauty, heritage, and modern living. My goal is to share meaningful objects that blend Korean tradition with a contemporary perspective.

Do you have a co-founder?

Yes, my husband is currently my co-founder. He helps support the business by handling some of the legal filings and administrative work. As we’re still in the early stages of building the business, we’re continuing to learn and grow together as partners. One thing we’ve found helpful is keeping open communication and supporting each other’s strengths.

Are you a mamaprenista?

I’m currently hoping to grow my family in the future.

Take us back to when you launched? What was your marketing strategy?

When I first launched the business, my initial focus was on sharing the products within my personal community. I began by introducing them to friends and people in my network who resonated with the story and purpose behind the brand. Their support helped me take the first steps in bringing The Areum to life.

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As a new founder, I am currently learning and exploring ways to grow the brand through social media and digital marketing. Building an audience and sharing the brand’s story online has been a new experience for me, and I see it as an important area for growth as I continue to develop the business.

Did you always know you wanted to be an entrepreneur?

I wouldn’t say I always knew I wanted to be an entrepreneur, but the idea had been in my heart for a long time. When I applied to Otis College of Art and Design, it was the only school I applied to. I remember praying that if I were accepted, I hoped one day to build a company that could not only create beautiful things but also serve people in need who lack basic clothing.

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Throughout my career in fashion, I poured my passion into the brands I worked for, often joining smaller divisions and helping grow them from the ground up. I loved the process of building something and seeing it evolve. Those experiences gradually made me realize that I wanted to take that same passion and apply it to something of my own; creating a brand with a deeper purpose and vision.

What accomplishments are you the most proud of to date in your business?

While my company is still in its early stages, one accomplishment I’m most proud of is stepping out of my comfort zone to put myself and my brand into the world. During a Zoom conversation with Erika Giuggio from Entreprenista, she reminded me that as the face of my business, I needed to be confident and not shy away from visibility.

Her words stayed with me that day, and that same night I shared on LinkedIn and Instagram that I had been featured in Influential Women magazine a few months ago, along with a post about my new journey with The Areum. For me, this was a meaningful step in embracing my role as an entrepreneur, taking pride in my work, and beginning to build a presence for my brand—even before major sales or recognition.

What is one thing you wish you had known when you started your Entreprenista journey?

One thing I wish I had known when I started is that the journey doesn’t have to be done alone. I tried to learn about business and figure everything out by myself until now, but being part of a supportive community and learning from others makes the path much more encouraging and smoother.

When hiring, what is your go-to interview question?

As I’m currently building my business on my own, I’m not hiring yet. But from my past management experience, I’ve always looked for people who are hardworking, talented, and have a positive attitude. A question I like to ask is, “Tell me about a challenge you faced at work and how you handled it.” Their answers often reveal their character, problem-solving ability, and resilience.

What did you do before starting your own business?

Prior to starting my own business, I built my career in fashion design with over 15 years of industry experience. I worked as a designer leading multiple women’s lifestyle and collection-based brands, developing seasonal collections and overseeing the design process.

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I also served as a design lecturer at Otis College of Art and Design, teaching junior and senior students in the Fashion Design program. This combination of industry and academic experience has deeply influenced my design perspective and approach to building my own brand.

What made you take the leap to start your own business?

Watching the documentary Fashion Reimagined shifted my perspective on fast fashion and its impact on the environment. It made me reflect deeply on my role as a designer and the cycle of producing seasonal clothing that can often contribute to waste.

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While I have always loved creating beauty through design, I began to question what kind of work I wanted to contribute to the world. I realized I wanted to create something more meaningful, objects that people would cherish rather than quickly consume.

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That reflection ultimately led me to start my own business and create The Areum, a brand focused on thoughtful design, cultural storytelling, and timeless pieces that celebrate beauty while being mindful of people and nature.

Do you have any recent wins?

One of my biggest wins over the past year was taking the leap to leave my full-time design position and challenge myself as an entrepreneur. Shortly after I resigned, the Department Chair at Otis College offered me a part-time teaching position, which allowed me to continue contributing to education while pursuing my own ventures.

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Although balancing teaching and starting a new business meant I couldn’t devote 100% of my time to The Areum last year, I still made progress: I began selling accessories through friends and word of mouth, and my Korean baby birthday table set rental business also started gaining traction. These early successes, though small, were meaningful steps in building both businesses and learning how to navigate entrepreneurship.

What's one app on your phone that you cannot live without?

Right now, it would be Instagram. As I continue building my businesses, The Areum and The Areum Rental, social media has become an important tool for connecting with customers and sharing the brand story. Since I’m actively working on growing both accounts, it’s the app I find myself using the most these days.

Who are your customers?

"The Areum" serves modern women who appreciate understated beauty, cultural heritage, and thoughtfully designed pieces that carry meaning beyond trends.

What's your top productivity tip?

I start each day by identifying the most important tasks to accomplish. This helps me stay focused and productive throughout the day.

What's your favorite business tool?

My favorite business tool is ChatGPT. It helps me research, brainstorm, and refine ideas across different areas, making it easier to turn concepts into actionable strategies.

What's your approach to work-life balance?

Same as above, I believe in work-life integration rather than strict balance. I start my mornings with a run while listening to the Bible or a book, which helps me clear my mind and stay grounded. Taking time to recharge allows me to approach my work with more creativity, focus, and gratitude.

How do you avoid burn-out?

To avoid burnout, I make time each morning to re-energize and center myself. I run while listening to the Bible or an inspiring book, or I meditate to encourage focus and positivity. This routine helps me start the day refreshed.

What advice do you have for aspiring Entreprenistas?

I’ve just joined, but what I’ve realized for myself is the importance of putting yourself out there and not being too shy. Taking that step, even when it feels uncomfortable, can open doors and connections you wouldn’t expect.

Angela Kim’s journey with The Areum is a powerful example of what happens when creativity meets purpose. By stepping outside of her comfort zone and embracing visibility, she is not only building a brand, but also creating space for cultural storytelling, intentional design, and deeper connection. As she continues to grow, her focus remains clear: to create meaningful pieces that people can truly cherish.

If you’re ready to take that next step in your own journey, surround yourself with a community that supports your growth. Join Entreprenista League to connect with like-minded women, gain valuable insights, and build something meaningful together.