Honestus means 'honesty' in Latin. Authenticity is our product so we are dedicated to honesty being at the forefront of digital communication
Growing up around sicilian immigrants in America, storytelling shaped my idea of culture, family, and roots. My most cherished memories are sitting with the elders in my family and hearing the long, detailed, emotional, and often humorous stories about life experiences.
I connected with my roots while caring for my grandma and her large garden in Arizona. I then fell in love with the same things that connected my family for generations; gardening, cooking, bringing people together, and storytelling.
I noticed the impact I was having on the people around me through being connected with my roots and decided I could help more people in this way. This brand is the cultivation of all the things I love most. At the forefront, Honestus is my deeply rooted outlet for amplifying the impact of other’s passions.
I hold a M.A. in Peace Studies and Conflict Resolution upon successfully defending my thesis titled, “Surveillance Capitalism and the Privacy Paradox: How Gen Z Perceived Privacy in the Age of Social Media.”
There is one problem I seek to tackle: humans choosing technology over humanity. How? Through promoting impact over consumption.
The product is simple: authentic storytelling. The impact and return from this product is the confidence that I see built in each brand and individual I work with. More than work, the Honestus approach is no different than how I live my life. I see the fruits of my labor in the food I grow, the meals I cook, the relationships I build, the smiles I create, and the ever-growing network of professionals that align with my philosophy of impact through authenticity.
Figs are not a fruit that is easy to find in most grocery stores, so it was a luxury to have fig trees right in my backyard. During summers in Arizona, there was no part of my day I looked forward to more than sitting down and peeling figs after dinner. My late grandfather was very proud of the fig trees and so I was compelled to upkeep the garden to the best of my ability while my grandma couldn’t. The summers became a warzone in the backyard between me and the birds. From rocks, nets, and pounding on the window from the house outside the trees to defend the trees like my life depended on it.
From working most of the days outside, I became more interested in learning about fig trees. I found that fig trees have some of the largest, oldest, and deepest roots of any trees in the world. As Charles Darwin explained, the deeper the roots of a plant, the greater the fruits it will produce. Figs are symbolized in many spiritual approaches such as in the Bible where Adam and Eve covered themselves with large fig leaves. The Jewish religion interpreted fig trees as the tree of knowledge and in the Quran, it is referenced as having great medicinal capabilities. The milk that figs produce on the vine burns very badly, but this can be used to treat skin problems such as warts or eczema. For a long time, I always wore gloves because the milk would make my hands swell. By the time I had left Arizona, I was picking the figs as well as all of the fruit with my bare hands because I had become immune to the milk and thorny branches.
Many parallels can be drawn between figs and life, but this is the same equation for all of the gifts found in nature. The things we mindlessly look at daily such as rocks, trees, water, and grass, are all symbolic. We as humans being just as much a part of nature are all symbolic too. In the advancing age of digital communications, we must learn to not only live with technology but also not forget our strong roots as humans. The goal at Honestus is to inspire every individual to be like a fig tree; tall, proud, deeply rooted, and offering the best fruits to the world.
It all starts with a seed.
