Our Core Values

At Alina J, our values aren’t just words—we live them every single day. They guide the way we communicate, negotiate, strategize, and represent our creators and brand partners. These principles shape the way we show up for our team, our clients, and the industry.

Abundance

We believe there is more than enough opportunity to go around.

At our core, we operate from a mindset of collaboration, not competition. Abundance shapes the way we pitch, build relationships, and support both creators and brands. It looks like:

Sharing ideas generously, without gatekeeping
Pursuing partnerships that create mutual benefit
Celebrating the wins of our team and creators as if they were our own
Approaching every conversation with optimism and possibility

Abundance ensures we stay open to innovation, creativity, and long-term partnerships that thrive.

Integrity

We lead with honesty, transparency, and trust—always.

Integrity is the backbone of how we manage campaigns and relationships. It’s the reason creators trust us to negotiate on their behalf and brands feel confident partnering with our talent. Integrity looks like:

Clear, honest communication with creators and brands
Setting expectations and following through
Advocating for our creators while respecting brand guidelines
Making ethical decisions, even when no one is watching

Integrity ensures that every partnership is grounded in respect and built to last.

Excellence

We bring our best—every project, every pitch, every day.

Excellence is not perfection; it’s intention. It shows up in the details, the work ethic, and the standard of content and communication we bring to every collaboration. Excellence looks like:

Thoughtful, strategic pitching
High-quality creator deliverables that are on-brand and on-brief
Organized systems and proactive communication
Going the extra mile to create seamless, standout experiences

Excellence ensures the work we produce reflects the quality of the creators and brands we represent.

Accountability

We take ownership—of our actions, our timelines, and our outcomes.

Accountability keeps us grounded and dependable. It’s how we maintain trust across our team, our creators, and our brand partners. Accountability looks like:

Meeting deadlines and keeping commitments
Owning our mistakes and correcting them quickly
Holding ourselves to the standards we set
Being proactive rather than reactive

Accountability ensures that our partners always know they can rely on us.