Lifestyle

Anthony Sorella Talks About the Obstacles He faced on His Journey to Creating His Own Agency and Overcoming Them

Published

4 years ago

August 31, 2020

Anthony Sorella, creative director at Neighborhood Creative discusses his struggles in the corporate world, and how he overcame them

Anthony Sorella started his agency ‘Neighborhood Creative’ with his present partner Ernesto Gaita; after overcoming a series of struggles he had to face on the way.The Neighborhood is a Toronto-based creative agency specialized in connecting brands with their target consumers. Experts in experience design and social channels, these means allow the agency to communicate the brand’s purpose, drive sales, increase awareness, and brand exposure.

Anthony Sorella, who realized he wanted to be an entrepreneur from a very young age, had to face a lot of objection on his way since the beginning of his journey. From working at multiple jobs to starting his own promotion company ‘Four Kings Group’ Anthony never stopped experimenting and growing. Eventually, Anthony Sorella realized he wanted to be his own boss and started his agency with his partner Ernesto.

Looking back, Anthony Sorella talks about his struggles on his way to making his name in the corporate world. Initially, it was difficult for Anthony to switch from a nightlife promoter to being an agency owner.

“A lot of people look at “promoters” as a grubby job so making the transition to more of a “professional” title was very interesting especially at the companies inception,” says Anthony.

Initially, making ends meet proved quite difficult, and Anthony and Ernest didn’t even pay themselves for a few months meanwhile, still working tirelessly to make their business a success.

“I had to offer free work or extremely discounted work to gain client trust at the beginning. Aside from that my partner and I did not pay ourselves for the majority of our first year so that we could keep up with rent for our office and continuously build our team,” explains Sorella.

Anthony Sorella along with partner Ernesto, have succeeded in making a name for themselves by running an agency that helps businesses and people expand their reach and grow their revenues.

Lifestyle

Crafting a Greener Glow: Alternative Therapies’ Sustainable Skincare Revolution

Published

1 week ago

December 25, 2024

Michelle Langton

Photo Credit: Alternative Therapies

Byline: Avery Lim

Photo Credit: Alternative Therapies

Sustainability is an ongoing theme in a world that finally answers the environment’s call to action. From toning down single-use plastics to making subtle yet powerful lifestyle changes, modern society means business when it comes to the green revolution.

The skincare industry, in particular, is pitching in by resorting to clean beauty. From Greece to the Netherlands, Amalia Pavlidou stumbled upon a revelation. As she browsed rows of natural products, the idea for Alternative Therapies began to take shape—a skincare line rooted in nature, yet forward-thinking in science.

The Evolution of a Conscious Skincare Movement

As consumers demand more transparency in their beauty routines, the natural and vegan skincare market is booming. Alternative Therapies finds itself at the heart of this eco-conscious shift.

“When we started, it was not just about creating products—it was about driving a movement that would help put the world on track toward healing,” says Amalia Pavlidou. “I wanted to prove that luxury and sustainability can coexist without canceling each other out.”

This philosophy shines through in every detail, from the company’s recyclable glass packaging to its commitment to avoiding harmful chemicals like parabens and sulfates. One of the flagship products, the vitamin C serum, is a true reflection of this concept, blending 2% natural Vitamin C, ferulic acid, and sea-buckthorn to deliver both radiant skin and a clean conscience.

Alternative Therapies, once a small player, has utilized this trend, entering the competitive U.S. market this year. “There is a deep-rooted connection between nature and self-care in Greek culture,” explains Pavlidou. “We are bringing that tradition to the global stage, blending it with progressive science.”

The Rise of Eco-Beauty

Amalia Pavlidou’s plan for progress in the industry—one where luxury does not compromise ethics—has attracted a growing community of supporters. As Alternative Therapies expands its presence in the U.S., it remains grounded in its mission to redefine beauty standards.

“When I started this, I was hoping to do more than simply build a business—I wanted to build a legacy,” reflects Pavlidou. “Apart from looking good, beauty should be about feeling good and doing good.”

Now the question is not whether the beauty industry will embrace sustainability—it is how quickly it can catch up with pioneers like Alternative Therapies taking the reins. With its commitment to changing the world with mild ingredients, the brand is crafting a greener glow, lighting the way for a more conscious industry. To that effect, it is evident that luxury and beauty can be synonymous.