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Recently Jonas Avellana, a friend and customer of ours here at The Helm came in for a visit. As usual, it didn't take long before our laptops were open and we were comparing different blog photos and looks. As we were browsing, Jonas dropped a term that I hadn't heard before. "Sprezzatura!" he shouted after seeing a shot that sparked our interest. I glanced at him with a look of confusion, and he went on to explain the Italian term to me. "Effortless style" he said. His definition was close. As I read up on the saying, I realized that this was not just a style term, but a word used to describe thoughtful nonchalance in all lifestyle. This is one of the foundational principals that Brad and I are building our shop on. 

Merriam-Webster defines "sprezzatura" as "Studied nonchalance ; perfect conduct or performance of something (as an artistic endeavor) without apparent effort."

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