01 — Initiative
Pronghorn
Reimagining equity in spirits through investment, incubation, and access. Goal: $2B in economic value generation.
Co-Founder, Pronghorn — Former President, Combs Enterprises
Dia Simms
Building brands. Shaping culture. Creating economic impact.
— Featured In
ForbesFast CompanyEssenceTEDxFood & WineBlack EnterpriseDigidayMarie ClaireThe CutBETThe Spirits BusinessAmerican WhiskeyForbesFast CompanyEssenceTEDxFood & WineBlack EnterpriseDigidayMarie ClaireThe CutBETThe Spirits BusinessAmerican Whiskey
The Architect
The architect behind cultural brands.
Dia Simms is one of the most influential brand builders of her generation, responsible for transforming cultural relevance into measurable enterprise value.
From scaling CÎROC into a multi-billion dollar brand to co-founding Pronghorn, a $2B economic impact initiative, her work sits at the intersection of culture, commerce, and community.
— Impact
A portfolio of cultural enterprise.
$2B+
Brand value created
15+
Years executive leadership
Global
Cultural impact
02 — Brand
Lobos 1707
Scaling a modern luxury spirits brand backed by global cultural icons.
03 — Legacy
Combs Enterprises
Led the transformation of CÎROC into a multi-billion dollar global brand.
— Thesis
Culture drives commerce.
Modern consumers are redefining how they engage with spirits — and the brands that endure will be those willing to evolve beyond product into ecosystem.
Wellness, moderation, and lifestyle are reshaping demand. The “No, Low, Full” movement signals a generational shift in how culture meets consumption.
The next era of luxury will be built by founders who understand that brands are communities — and communities compound.