Today we’d like to introduce you to Dara Sweatt.
Hi Dara, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
Everything started when I graduated from the University of Florida with a degree in Telecommunications and News Media. I fell in love with radio early on and worked at UF training students on how to be on-air personalities—running soundboards, managing mic levels, and producing shows.
After a while, I was ready for a change and took the first opportunity outside Gainesville, which landed me in Jacksonville working for a local marketing and events company. It was a fast-paced, trial-by-fire kind of experience where I learned a ton and had a blast. Unfortunately, after Hurricanes Matthew and Irma hit, the studio flooded, and as the newest hire, I was laid off.
That setback turned out to be a blessing. I met someone in the freelance video production world who brought me on to assist with shoots and editing projects. That gig opened my eyes to the freelance and creative side of marketing. At the same time, I was bartending at Hyperion Brewing in downtown Springfield, meeting tons of people and soaking in Jacksonville’s creative energy.
Soon after, I joined Flagler Broadcasting in St. Augustine, where I worked in radio sales and production. I learned how to build client relationships, craft ad campaigns, and create content that delivered real ROI. Around that time—this was 2017—businesses were starting to see the power of social media marketing. Because I grew up during the MySpace era and had always been hands-on with tech, I naturally gravitated toward helping clients bridge the gap between traditional and digital marketing.
Over the next several years, I worked remotely with a national tech association while continuing to grow my freelance work on the side. I partnered with agencies as a consultant, built small marketing teams, and gained experience across all sides of the business. But deep down, I knew I wanted to build something of my own—to create a company that blends strategy, creativity, and heart.
So, when the opportunity came to take the leap, I went all in. That’s when Aurum Agency was born—a place where branding meets brilliance and small businesses get the support they need to grow with purpose.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It definitely hasn’t been a smooth road—far from it, actually. Like most entrepreneurs, I’ve had my fair share of challenges. Freelancing doesn’t come with a guarantee, so there were plenty of seasons where I was juggling multiple roles just to make ends meet. I’ve worked two full-time remote jobs while growing Aurum Agency on the side, played music gigs, and even coached fitness—all in the same season of life—just to keep the lights on and the dream alive.
Burnout was very real during those years, but I kept going because I believed in what I was building. My faith kept me grounded, fitness and nutrition kept me centered, and my community gave me the encouragement I needed to keep pushing forward. Every setback taught me resilience and helped shape the business owner I am today. Looking back, the struggles were all part of the foundation that made Aurum stronger.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
Aurum Agency is a full-service creative marketing agency based right here in Jacksonville, where branding meets brilliance. We specialize in helping small to mid-sized businesses look, sound, and feel like the polished brands they aspire to be—without the corporate fluff. From logo design and brand development to websites, SEO, and digital ad strategy, we create cohesive, purpose-driven marketing that actually converts.
What really sets us apart is our personalized approach. We don’t just “do marketing”—we partner with our clients to understand their story, their goals, and what makes their business unique. I like to say we’re the perfect blend of strategy and soul. Whether it’s designing a brand from the ground up, refining a company’s messaging, or building a campaign that turns followers into loyal customers, our goal is always to make marketing feel intentional, creative, and—dare I say—fun.
Brand-wise, I’m most proud of the relationships we’ve built and the transformations we’ve sparked. Watching a client go from unsure of their next step to confidently growing their business with a clear vision and strong brand identity never gets old.
At the end of the day, Aurum is about more than just pretty designs and good marketing. It’s about helping business owners shine in their lane, tell their story authentically, and find their “gold” in a crowded market.
Is there a quality that you most attribute to your success?
I really believe that mindset is everything. There’s a quote I love: “Whether you think you can or you think you can’t, you’re right.” That’s been true for every stage of my journey. If you believe in yourself and stay focused on doing good work for the right reasons, success follows.
For me, success isn’t just about talent—it’s about trust. Building a good team, being honest with your clients, and never overpromising or underdelivering are what create real partnerships. And partnerships are what make business (and life) work. I’ve found that when you surround yourself with people who share your values and genuinely care about the outcome, you don’t just build a business—you build something that lasts.
Contact Info:
- Website: https://aurumagency.co/
- Instagram: https://www.instagram.com/aurumagency.co/
- Facebook: https://www.facebook.com/aurumagency.co
- LinkedIn: https://www.linkedin.com/company/aurumagencyco
Image Credits
Felicia April Photography – personal photo
