With a successful career in business, ‘Aureta’ never intended to create an Instagram account that she would eventually monetize.
Aureta | InstagramBy simply looking at her Instagram account, a mysterious feeling arises. Who is this “Aureta” lady with the beautifully curated, colorful account chalk full of fashion, art, design and yes — a few selfies?
With images taken from locations around the world, no last name on her account and captions barely longer than three words — she could be anyone: a travel blogger, a fashion designer, a painter. It turns out, Aureta Thomollari is just a woman with an incredible eye for aesthetics and Instagram is her hobby. In fact, Thomollari’s main focus is on her career as an entrepreneur and investor.
While she’s always loved fashion, art and design, she didn’t initially turn to Instagram to share her passions with the world. Around four years ago, after joining Instagram under the impression that it was a photo filter app and posting thousands of personal pictures, Thomollari’s sister pointed out that she had a following of nearly 7,000 users and that she wasn’t following anyone herself. After a moment of panic, Thomollari then began using the app to document her exciting life, sharing photos she loves to help others escape through her imagery.
From photos of exotic trips around the world to inspirational images, Thomollari uses her Instagram to fuel her passions and as a public photo diary with more than 486,000 followers today. What’s been the secret to her success? Mystery. From the looks of her account, one would never know that she graduated summa cum laude from business school, without a single B in her life, and now dabbles in a number of different business ventures.
“They probably think I can’t even speak. I love the mystery in things,” she tells Entrepreneur. “When people are mysterious, I want to know more.”
Eventually, after growing her personal account, being the entrepreneur she is, Thomollari saw an opportunity. After noticing that her friend and now business partner, Jordan Watson, also had an Instagram account (@love.watts) that was doing quite well, they decided to join forces.
Watson and Thomollari launched @watts.on, @watts.place and @watts.world, each with followings in the thousands and hundreds of thousands, which they’ve used to leverage and gain followers to their own personal accounts.
Thomollari continues to focus on her entrepreneurial ventures while growing her Instagram account. “I look at it as a gallery space [that] I’m curating. I’m so conscious of the colors and the shapes of the picture next to the other,” she shares.
Eager to find out more about the mysterious entrepreneur-slash-Instagram icon, we chatted with Thomollari to learn how she uses Instagram and her tips for others looking to start on the platform.
How did you get your start with Instagram?
It was about four years ago and I thought it was a filter app until one day my sister goes, “You have 7,000 followers and you’re following zero.” And I said, “Following zero?” I remember it was Fashion Week and I started going crazy deleting them — it must have been more than 2,000 pictures. I wasn’t aware that it was a platform where [anybody] could view your pictures. I’ve always been late in new technology.
[After] that point I was aware and I saw it as a brand because no matter how big or how little of a following, you’re putting yourself out there. [But] there was a viewing and people watching, so obviously [I was] more aware of what [I was] presenting to the world.
I studied business management in college and moved to Los Angeles about 14 years ago to open a jewelry store, [but then] I sold my percentage in that. I got into the business world and it was one venture after another. I was an entrepreneur. [Now I] invest in different companies, and some investment banking and real estate. [Instagram] is kind of my hobby.
Aureta is my personal one. Jordan Watson and I share the other accounts — @watts.on, @watts.place and @watts.world.
What other platforms do you use and what percentage of the time do you spend on them vs. Instagram?
Honestly only Instagram. I dabbled a little bit with Snapchat last year and then I remember I was in Italy having breakfast when I found out that Instagram introduced Stories and I was so relieved. I love how simple Instagram is and how it’s a visual diary. Even if it wasn’t popular, I would [still] use it because it’s such a perfect way of documenting my life.
What makes Instagram…
