From the Founder

Hi, my name is Aygun.

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I was born in Baku, where I began my professional career. After working in journalism for more than a decade, both in Azerbaijan and later in Belgium, I decided to deepen my branding expertise and continued my education in corporate communication in the Netherlands.

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My journey later took me to New York and Mumbai, where I worked in branding, communications, and marketing in international environments. These experiences shaped how I understand brands, messaging, and the way businesses communicate across different audiences and markets.

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Along the way, being a mom and managing family life constantly pushed me to reinvent myself and build resilience. It also meant learning new skills, from creative ones like photography to practices such as yoga, while continuously adapting professionally.

 

These experiences inspired me to create a platform that supports women in finding their voice and growing their brands.

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Working across continents showed me that effective branding requires cultural intelligence and an inclusive perspective. Campaigns and messages resonate most when they reflect diverse experiences and speak to people in ways that feel relevant and meaningful.

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Over the years, I noticed that many founders, particularly women, face similar challenges when building their brands. Strong ideas often struggle not because of a lack of expertise, but because their message is unclear or their story isn’t communicated effectively. 

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This realisation led me to create CaféShift Studio.

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Through CaféShift, we bring together branding strategy, communication expertise, creative work, insights, and community to help women-led brands clarify their messaging, strengthen their positioning, and connect with and learn from their peers.

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We believe that every story deserves to be heard. Let us help you turn your ideas into visible brands.

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