apricity · /ˈaprɪsɪti/ · noun
Apricity. The warmth of the sun in winter.
The thinking behind Apricitate
Apricitate was founded by Jenna Angwin, a marketing professional and entrepreneur with over 10 years of marketing experience across brand strategy, marketing leadership, partnerships and business development.
Having built Suki Beauty and expanded into Suki Clinic and a yoga studio, Jenna brings an owner’s perspective to marketing: what deserves investment, what customers value and where the next opportunity might be.
Based in Dubai, Apricitate combines independent thinking, practical experience and commercial relationships. Good judgement, with room for an unexpected idea.
A Note From Our Founder
I tend to be the person saying, “Have you thought about this?” Not because a business needs more ideas, but because the right one can change the direction entirely.
In 2020, I founded my own business and experienced firsthand what it takes to build a brand, attract customers, earn their trust and keep them coming back.
My career spans international marketing, luxury, hospitality, golf, yachting and beauty: developing strategies, building partnerships and turning ideas into commercial opportunities.
I'm a self-taught marketer, and proud of it. My approach comes from hands-on experience, curiosity and years of testing ideas in real businesses.
I love finding an angle a business hasn't considered. Experience has taught me to distinguish an interesting idea from one worth investing in.
I believe in organic growth: reputation, loyalty, word of mouth and the connections that help a business grow naturally.
Apricitate brings those beliefs together.
I want clients to feel they have someone at the table who understands the business, has a view and will say what they think. Thoughtfully, of course.
Jenna Angwin
Founder, Apricitate
On working with Jenna
“I had the pleasure of working with Jenna between 2018 and 2019. She was an incredibly creative and driven leader who was always looking for new and innovative ways to improve the marketing department and the work we delivered. What stood out to me most was her ability to bring people together, build meaningful connections and turn ideas into action. I always admired her energy, initiative and passion for what she did, and I'm excited to see her bring that same spirit to Apricitate!”
Case Study · Jenna’s own business
Suki Beauty. Built from the ground up.
Isle of Man · Founded 2020. This is a business Jenna founded and grew, not an Apricitate client engagement. From Suki Beauty to Suki Clinic and a yoga studio, it shows the hands-on commercial experience behind our advice.
- First
- vegan hair & beauty salon on the island
- Top rated
- salon on the Isle of Man
- Every channel
- video, radio, buses, interviews, events
- Fully booked
- built on reputation and team
The Challenge
I'm not from a beauty background. In 2020, Covid made me redundant from the golf world and we moved back to the Isle of Man. I set out to build a business from nothing, and I was determined it would stand out.
The Positioning
We launched the Isle of Man's first vegan hair and beauty salon, brought new vegan brands to the island, built a team from scratch and chose products kinder to us, the planet and animals.
The Marketing
In the first year, I marketed the company through face-to-camera videos. I knew every client and the experience they wanted, and learnt about the industry every day.
The Growth
We expanded upstairs with Suki Clinic and a yoga studio. The brand ran on buses and radio; I gave interviews, we styled weddings, hosted client events and ran a monthly book club.
We were always fully booked.
I invested heavily in the team and always valued them. They earned the salon the reputation it deserved.
“It was a bold move but one that has since proven incredibly successful.”
As Featured In
Published as Jenna Heidstrom
What We Believe
Authenticity Is an Advantage.
A brand doesn't need to be everything to everyone. It needs to know what makes it different and say so consistently.
Organic Growth Builds Lasting Value.
Reputation, relationships, referrals and trust deserve as much attention as advertising.
Good Ideas Need Commercial Direction.
The strongest ideas solve a problem, create an opportunity or support a business goal.
Relationships Open Doors.
The right introduction or conversation can reach opportunities traditional marketing never will.
Experience Matters.
Our thinking comes from real business challenges and approaches tested over time.