About Us

Joon Haque Rajkovic - Founder

Founded by
Joon Haque Rajkovic

Creative Brand Marketing Senior Executive | Strategic Consultant

With over 20 years in this industry, I specialise in advising C-Suite, senior leadership, commercial & operational teams on growing their brand and business.

My clients range from global, market-leading lifestyle and luxury brands to emerging design-led brands & investor portfolios.

Experience includes:

Brand experience

We empower creative Brands to Reach their highest potential

For all time, creativity and commerce have been at odds. 

In the luxury and high-end world they are often pitched at opposite sides of the fence, as if excelling with one diminishes the other.

We defy this notion. We believe both must be balanced in any longterm successful business. 

It is time for change in this beautiful industry of ours. 

It is time for a creative revolution.

Beautiful World Collective - revo

"I'm passionate about anchoring creativity with a solid commercial foundation that allows creative brands to reach their highest potential.
This Collective was born out of my 20 year career building some of the world’s most iconic global brands across luxury and lifestyle, through to high-growth start ups and design-led businesses.
My experience is from both global-network consultancies and in-house, providing senior strategic advisory to C-suite and investors, as well as business development and creative direction with operational teams.

In my own journey, I discovered even at the highest, best-in-class levels worldwide, most experts will only address parts of the puzzle. Very few look at the creative brand and commercial business as a whole entity. Understanding these are two sides of the same coin is vital.
I feel very fortunate to have worked with some incredible minds across truly iconic brands and successful businesses.
I realised that market-leading knowledge and expertise rarely find their way into the creative world until much later in the game - realistically after a brand is well on the way to reach global player level - which means so much brilliant talent goes to waste unless they make it to that stage of growth by themselves.

"Creative-led brands have been a lifelong obsession, so I was compelled to find a way to help more of them thrive during those emerging stages.
The natural next step for me was to take market-leading thinking and combine it with business strategy specifically tailored for those earlier stages of creative brands. These businesses may have slimmer resources than global super brands, but they also have a wealth of inventiveness.

"The combined force of this knowledge, insight and passion is a superpower. Beautiful World Collective is the channel.
I launched this Collective to champion incredible leaders who put their heart and soul into their brand. I want to equip them with the resources to truly thrive, so they can continue sharing their talent for many years to come.

Let's lead this creative revolution. It's time."


Joon Haque Rajkovic

Creative Brand Marketing Senior Executive | Strategic Consultant

Founder of Beautiful World Collective

10% goes into our Beautiful World Fund ​

As with everything we do, 10% of all proceeds goes straight into our Beautiful World Fund - as we believe luxury leaders have a responsibility to help build a better world for those less advantaged across the globe. The fund is split between causes we are passionate about and those that share our vision of building a more beautiful world.

The main charities we support are:

UN Refugee Agency (UNHCR) – supporting families forced to flee Ukraine during the current conflict. The UNHCR has stepped up operations in Ukraine and neighbouring countries, to provide life-saving protection to those that need it.


The Prince’s Trust – which gives young people across the UK the opportunity to create a better future through employment, education and enterprise.


UN WOMEN – the UN organisation dedicated to gender equality and the empowerment of women and girls across the globe to reach their full potential.
Beautiful World Collective Fund

Get in touch to discuss how we can help grow your brand & business