Automic Gold's growing popularity is backed by an unconventional strategy: ditching those major platforms and selling only on its own website. Al Sandimirova officially founded Automic Gold, an size- and LGBTQ-inclusive jewelry company in 2016. In 2021, its first full year exclusively selling jewelry from its online storefront, it brought in $4.8 million. "Regular companies assume it's harder to target the LGBT community," Sandimirova says. Searching for outletsSandimirova named Automic Gold — spelled to include "AU," the chemical abbreviation for gold, and pronounced like "atomic" — with "autonomy," independence and freedom in mind.

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