Sisters in Business: The Story of AC Creative Collective

AC² — Building a Business, a Brand, and a Family Legacy

In this episode of YES, BRAND, Hersh Rephun sits down with sisters Amoura and Avery Carter, better known as AC², founders of AC Creative Collective.

From the jump, it’s clear this is more than a business story. It’s about trust, timing, and the decision to bet on yourself, and each other.

Amoura brings the structure. With a background in education and project management, she believes great outcomes start with great planning. Avery brings the creative firepower, a decade-plus in marketing and design across nonprofit, B2B, and corporate spaces.

Together, they’ve built a business that lives in the space where strategy meets execution. Not theory. Not fluff. Work that actually moves.

Hersh’s conversation with the sisters gets into what it really takes to build something from the ground up, especially as a family. They unpack the realities of growth, the tension between stability and entrepreneurship, and the ongoing challenge of defining your brand while you’re still building it.

There’s also a clear throughline: community matters. Whether it’s supporting women creatives, grounding their work locally in Charlotte, or creating space for other founders to grow, AC Creative Collective isn’t just about deliverables. It’s about building something that lasts.

And yes, they’re doing it together, which adds both a safety net and a whole new level of accountability.

What they get into:

• How AC Creative Collective came to life and why timing mattered
• The power of combining strategy (Amoura) with creative execution (Avery)
• Why most businesses skip the planning step and pay for it later
• The evolution from services to deeper program management work
• Defining your ideal client based on what actually lights you up
• The realities of entrepreneurship vs. the illusion of “stable” careers
• Building a women-led team and supporting flexibility in real life
• Why local community still matters in a digital world
• Taking a strategic pause to reassess, rebrand, and grow

The takeaway:

You don’t build a strong brand by staying busy.

You build it by stopping long enough to decide what actually matters.

Find AC Creative Collective:

https://www.accreativecollective.com/

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Hersh's new book, SELLING THE TRUTH: A ‘Semoir’ with Insights for Life & Business is a semi memoir drawing on his adventures as an Authority Advisor and Standup Comedian. It is part business book, part happiness formula for life, and an amuseful read, whether you’re building a business or burnishing your self-image.

You can kickstart your own messaging evolution with a one-on-one 5-Minute Fix.

Take the 60-second Get Off Your Assets Quiz, and find other resources here: https://www.hershrephun.com/selling-the-truth/