Automic Gold’s founder, CEO and jewelry designer AL Sandimirova is an indigenous, queer, non-binary refugee who has been working in the fine jewelry industry since 2009. After 8 years in the industry, AL still couldn’t find jewelry that wasn't excessively feminine or obnoxiously masculine, so in 2015 they started making their own jewelry to fit their own genderqueer style. With the help of Goei Group's branding services and marketing execution, Automic Gold was launched with a unique brand story combining the periodic element Au (Gold) along with message and GTM presence that launched a movement of individuality, fearlessness and pride.