Launched by Sandy Sholl and Adam Freede in the early 1990s, Madaluxe Vault has become a leading international brand that sells handbags, timepieces, footwear, and sunglasses, in addition to other products. A part of the Madaluxe Group, Madaluxe Vault cannot only be found online but in brick-and-mortar stores in Los Angeles, San Clemente, and outside of Phoenix. Earlier this year, CEO Freede discussed in an interview the importance of remaining true to a company’s principles as one of the key elements of keeping a brand relevant.

According to Mr. Freede, the way that the company has been able to remain relevant is by remaining connected to the idea of community and helping one another. Longevity is the priority above else (ahead of cash, profits, and sales), and remaining true to its principles makes it possible for the brand to be relevant.

Freede stated that in the middle of one of the world’s worst healthcare crises, people do not want to be sold to. Instead, they are looking for businesses to stand for products that stand for community. For example, the company set about establishing a safety platform for not only employees but for the community as well. In addition, the company has donated personal protective equipment including masks to UCLA, Mount Sinai, and OSF in the Midwest.