Meet Puia Shamsossadati, CEO and Founder at Luxury Lifestyle Brand: Golden Concept

Golden Concept is a luxury lifestyle brand from Sweden that creates exclusive, ultra-high-quality cases for Apple iPhone and Apple Watch.

Apple designs the best and most desirable everyday consumer tech products in the world. But, because of this, Apple products are ubiquitous.

Golden Concept cases elevate Apple products to make them extraordinary. We use aerospace technologies, precious metals, gemstones, and finest leathers to create our cases, which suit a range of elegant styles and aesthetics, from classic formalwear, to loungewear, to sportier looks.

Amongst the recognisable lovers of our products are footballers like Cristiano Ronaldo and Neymar, members of the Kardashian family, and entertainers like Rick Ross.

What’s the story behind the founding of the company?

From a very young age, I’ve had a curious nature. My father was an electrical engineer, and I remember sneaking into his workshop and assembling and disassembling appliances on his workbench. When he caught me, far from punishing me, he just told me to be safe and to keep experimenting.

I’ve always been entrepreneurial and ambitious, too. My family came to Sweden from Iran during the Iran-Iraq War, when I was a child. My parents wanted me to become a doctor, but I was passionate about designing and creating things that helped people, and so I took a Master’s degree in industrial design at Lund University. I studied there under an engineer who was part of the pioneering team at Ericsson that created some of the most advanced and popular early mobile phones. I was an early smartphone adopter, and after I graduated I worked for and owned various companies in the phone technology space.

I also became very interested in social media and how it could be used for marketing and developing a brand. In the 2010s, I built a lifestyle-focused Instagram account that gained millions of followers.

The idea for Golden Concept came to me in the mid-2010s, when the iPhone was really becoming established as the dominant and ubiquitous brand of choice for design-savvy consumers. People I met increasingly remarked on having the same piece of handheld technology as everyone else, and even when they had cases, these all looked similar, and were typically of forgettable quality and appearance.

I realised my expertise in design and working with technology, combined with my experience in using social media to interact with people and build a brand, could help me find a solution. And so, Golden Concept was born.

How has the company evolved in the last few years?

We’ve been on a strong trajectory. With a predominantly ecommerce-based model, we weren’t adversely affected by the pandemic, and we’ve continued to listen to our amazing and dedicated following of customers online, who inspire us to keep innovating and releasing new products that consumers want to see from us.

What can we hope to see from Golden Concept in the future?

I always want to keep pushing the boundaries of what we ask of ourselves. We are continually experimenting with new technologies, designs, and materials to create beautiful and desirable products for people who really want to add a special and personal touch to their tech.

We also love exploring exciting opportunities for collaborations – we recently co-released a very successful range in partnership with the luxury car modification brand Mansory – and we’ve got some fun collabs in the pipeline.

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