Aureum Coaching has joined the World Luxury Chamber of Commerce as a WLCC Essential Member, reinforcing its role in advancing the conversation around Latin American luxury, cultural heritage, and the evolving global luxury landscape.
Based in Colombia, Aureum Coaching is a luxury consulting and coaching firm dedicated to supporting Latin American brands, artisan communities, and cultural institutions. Founded by Lina Bustillo, the firm focuses on brand strategy, executive education, and strengthening the connection between traditional craftsmanship and the international luxury market. Drawing on experience in branding, product design, digital marketing, and luxury education, Aureum Coaching works with organizations seeking to articulate authentic value propositions rooted in cultural identity.
Membership in WLCC provides access to a global network of luxury leaders, creating opportunities for strategic collaboration, knowledge exchange, and industry dialogue. Aureum Coaching joins a community committed to advancing leadership, innovation, and long-term development across the luxury sector while contributing perspectives from emerging markets and culturally driven business models.
“Latin America possesses a rich heritage of craftsmanship, creativity, and entrepreneurship that deserves broader international recognition. Through Aureum Coaching, my objective has been to support brands and institutions in translating cultural value into meaningful market positioning. Joining WLCC creates opportunities to engage with global leaders, exchange ideas, and contribute to conversations that influence the future direction of luxury.” – Lina Bustillo, Founder, Aureum Coaching
“WLCC brings together leaders who contribute distinct perspectives to the luxury industry. Aureum Coaching’s focus on cultural heritage, education, and the development of Latin American luxury adds an important dimension to our global dialogue. We are pleased to welcome the organization to our international network and look forward to its contributions to industry advancement.” – Alexander Chetchikov, President, World Luxury Chamber of Commerce
Through its work with brands, artisans, designers, and cultural institutions, Aureum Coaching contributes to the development of new narratives within the luxury sector. Its emphasis on craftsmanship, education, and regional identity reflects a growing interest in emerging luxury markets and the role they can play in shaping future industry conversations. As a WLCC member, the company will continue engaging with leaders and organizations committed to fostering meaningful growth, collaboration, and international visibility across the luxury ecosystem.
Learn more about Aureum Coaching: https://aureum.com.co.
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