Ashley Gould

Ashley Gould is the founder of Âme Atendre, a luxury tableware brand based in Park City, Utah. After building a career as a lawyer and executive at companies like 23andMe and JUUL, she made a deliberate shift toward design and entrepreneurship, relocating to Utah to launch a brand centered on the idea that everyday objects should foster human connection.

Âme Atendre, which translates to "tending to your soul" in French, creates small-batch, heirloom-quality tabletop objects. The collection spans drinkware, serveware, stationery, and gourmet food items, all unified by material honesty and tactile experience. Principal designer Dylan Williamson, a RISD graduate, shapes each piece with attention to weight, texture, and proportion, producing ceramic mugs with balanced handles, crystal tumblers with weighted bases, and wooden serving boards with dropped edges.

What distinguishes the brand is its deliberate scarcity model: products are made in small batches across the United States, France, and the Czech Republic, embracing natural variation in hand-blown crystal and hand-glazed ceramic. Rather than chasing uniform perfection, Âme Atendre celebrates the subtle irregularities that reveal the hand of the maker.

Ashley appeared on the HIBT Advice Line to seek guidance on finding her target market for the luxury home and tableware brand. Her background in science-adjacent consumer brands and her transition into design-driven entrepreneurship make her an interesting case study in brand repositioning and emotional storytelling.