“I don’t do surface-level,” says Apollonia Keys Martinez, founder of AMI Global, a boutique PR agency specialising in wellness, luxury hospitality and real estate. “I believe in creating impact – whether it’s through branding, storytelling or personal transformation.” With over two decades of experience spanning across continents, Apollonia has cultivated a career that blends strategic brand building with a deep commitment to personal and spiritual growth.

Born and raised in Queens, New York, Apollonia carries the city’s signature flare; full of presence, confident and resilient. Yet beneath that powerhouse exterior lies an intuitive multidimensional woman: an entrepreneur, a meditation guide, a media strategist and a devoted advocate for personal expansion. With strong values instilled by her Italian / Irish mother, she learned early on the importance of humility and integrity, principles that have guided her through her journey of life. “I’ve always been about evolution, whether it’s for myself, my clients, or the brands I work with. Staying stagnant? That’s never been an option.”

Apollonia’s journey into the world of nightlife and VIP began at just 18 when she started working in the industry. “I don’t even feel like I’ve ever truly left nightlife,” she says. “It’s the epicentre of social connection, and it teaches you so much more than just people skills – you learn PR, branding, marketing, customer service, and operations.”

Starting as a nightlife promoter, she quickly gained a reputation for her ability to draw in guests and build long-lasting relationships. Over time, she worked her way up from managing nightclubs to bringing that same network to high-end restaurants, red carpet affairs, and exclusive events. Her focus was heavily rooted in the music industry, working with artists and well-known Latin bands, eventually becoming a VIP Liaison for them. As her career evolved, so did her expertise, transitioning into luxury PR and wellness.

Without a formal PR degree, Apollonia relied on adaptability, creativity, instinct, and an innate ability to authentically connect with people. “I went to the Fashion Institute of Technology and took courses in image consulting and an introduction to PR, so I learned the basics,” she explains. “I always knew I wanted to do more, but I didn’t have a clear roadmap. I just knew I loved making people feel good, and PR is so versatile – it’s about storytelling, connection and influence.”

As she grew professionally, her work expanded into hospitality, large-scale luxury collaborations, and brand activations. This evolution led to the creation of her business, AMI Global Consulting, in 2009. AMI Global, is a regenerative mission driven lifestyle creation agency that weaves conscious branding principles, and the concept of human evolution to develop personal and corporate brand journeys. Specialising in PR consulting and branding, for wellbeing, luxury hospitality, travel, entertainment, tech and real estate industries. AMI Global has worked with some of the most well-regarded names in luxury, helping to elevate them to global recognition.

“I coined the term ‘Conscious Branding’ to describe the practice of actively and intentionally nurturing positive values, relationships, and experiences. It’s about valuing people and purpose over profit,” she explains. Enriching and empowering people through the practice of conscious connecting has become her life’s work. She has worked with brands such as STK Ibiza, Gansevoort Hotel, The ONE Group, and Cavalli Club Dubai, strengthening their presence through partnerships, storytelling, and media exposure. “I believe in creating meaningful impact—whether through conscious branding, transformative storytelling, or guiding individuals on their journey of reinvention. My work is about elevating voices, crafting legacies, and designing experiences that inspire lasting change.”
Beyond luxury branding, Apollonia is dedicated to wellbeing entrepreneurship. Leading with her passion for speaking, she also facilitates workshops, transformational retreats, and high-impact engagements. She has been a brand image consultant for hospitality groups, non-profit organisations, and entrepreneurs working to expand their impact. Her work has been featured in global media outlets such as Forbes Mexico, Thrive Global, Emirates Woman, Vogue Italia, El Diario de Ibiza, London Man, Apple TV, and Ancient Wisdom, hosted by Shaman Durek.

“It’s never just about media coverage,” she states. “It’s about telling an inspiring brand’s story in a way that feels authentic, memorable, and deeply resonant.”
Her shift into the wellness space was both personal and professional. As she began to focus on her own health and wellbeing, she realised there was an opportunity to influence others in a more meaningful way. “There was a lot of fear in stepping away from nightlife – I worried about being forgotten or not being good at something new. But I learned that success isn’t about selling, it’s about embodying what you believe in.”

By integrating wellness into her work, she has seamlessly merged conscious branding, hospitality, and holistic living. Today, she represents luxury properties, collaborates with wellness and tech brands, curates’ transformative retreats, and shares her insights as a published writer. She continues to align with visionary thought leaders, shaping meaningful narratives that reflect her evolved purpose.

“It didn’t happen overnight. It’s been seven years of learning, growing, and trusting the process. But I’ve come to see that nothing truly misses you – you’re always right on time.”
As Apollonia embraced a health-focused lifestyle, she chose to move to Tulum, where she deepened her understanding of elevated experiences and intentional gatherings—an approach that seeks to inspire, uplift, and encourage conscious connections while moving away from overindulgence and excess.

“For me, I realised there was a way to serve those I knew in a world I no longer participated in,” she explains. “I could still be of service by curating experiences that foster real connection—events that were more intentional, meaningful, and energetically high vibrational.”

Apollonia’s path into hosting conscious events began in Dubai in 2015 and 2016 before expanding to Los Angeles in 2017 and 2018, where she incorporated elements of biohacking, ancient sound transformation, and wellness. She remained true to her signature glamorous approach, seamlessly blending purpose with luxury. By presenting wellness and spirituality through a familiar lens, she aims to introduce a mainstream audience to new paths of connection and growth.
In Tulum, she embraced a new event etiquette—one that prioritises like mindedness and mutual respect. She hosts intimate gatherings in order to connect with guests on a deeper level by weaving traditional customs like conscious mezcal tastings, mystical astral travel meditation journeys, and eclectic social dinner parties with thought-provoking themes designed to spark meaningful conversations. Each experience is carefully crafted to encourage self-expression.  She is Community-driven and enjoys cultivating new relationships, The atmospheres are casual but always fashionable.

Stepping back into the industry, she is more intentional than ever. Whether designing experiences, curating a retreat in Tulum, hosting an immersive art experience at Art Basel, or speaking a on stage, her mission remains the same—to challenge the status quo and prove that luxury and consciousness can coexist. “Abundance is our natural state,” she affirms. “We are meant to thrive—and material wealth is simply an extension of energy. When it aligns with our purpose and highest good, it becomes a tool for impact, expansion, and deeper fulfilment.”

When relocating to Tulum, Apollonia embraced a deeply personal transformation. Leaving behind LA, she found herself in a space of raw self-acceptance. “I had to look in the mirror and be okay with who I was without all the makeup and glamour,” she reflects. Tulum became her sanctuary, a place where societal expectations faded “it is the place that allowed me to get really raw.” It also awakened her belief that everyone is an artist at heart. “We all have these special gifts that we don’t pursue because we’re afraid,” she says. Tulum was the environment she needed to shed those fears and step into true authenticity.

Some of Apollonia’s favourite spots in Tulum reflect her connection to the area’s energy and creativity. She loves retreating to Libelula, an eco-chic hotel in the Sian Ka’an biosphere, for a weekend escape. Her mornings often begin with a ritual coffee stop at Raum Galery, followed by daily walks through her creative community neighbourhood, La Veleta. She enjoys cycling to the Tulum pyramids for grounded meditation, heading into town for the signature corn ribs at Negro Huitlacoxe, and ending the week with Sunday church at a Temazcal, a sacred sweat lodge ceremony for spiritual cleansing.

With a refreshing outlook on spirituality, wellness and luxury, Apollonia blends ancient wisdom with modern practises in a way that challenges the commercialisation of conscious living. Spirituality isn’t about trends or labels to her; it’s a deeply personal connection with God and the unseen forces that shape our world. “Spirituality is a very sacred practice,” she explains. “It’s very important to respect it.”

Apollonia embraces daily rituals like lucid dreaming and prayer, using them to align her energy and cultivate a protected, high vibrational space. “The power of prayer is underrated,” she adds, emphasising its ability to attract positive life experiences. This philosophy extends to her mentoring programmes, including her 21-day Mani-fast your best self-alignment challenge, designed to help women ground themselves and manifest their highest potential. “It was my shit being messed up that led me to develop this programme,” she says. “And then I was like, well, here’s what worked for me and how I did it.” 
Her spiritual approach is heavily influenced by her Colombian heritage, “we all carry the DNA and customs of our ancestors, it lives within us,” she explains. “Sometimes we don’t even know it, but we have a remembrance.” This connection informs her work in both the luxury experiences and personal development she promotes. Apollonia believes that “wellness is the new luxury.” Whether it be glamping in the Serengeti or embracing Minimalist luxury on a quiet beach, she believes true opulence lies in meaningful and touching experiences. “I don’t need anything else,” she says. “I’m at the beach. I don’t need blaring music in my ear. But I have access to the most amazing musicians, sitting with me by the fire.” In the eyes of Apollonia, this is the real reinvention of luxury and power.

With an emphasis on eco-conscious luxury starting from within, Apollonia believes that “brands who want to become more wellness-focus need to invest in holistic programming internally – it’s not just an exterior rebrand. That’s like buying another bag.” She stressed that if a company truly wants to embody “the new luxury,” it must start with its people. “If your staff aren’t living and breathing that, how do you inspire them? It starts at the top.”

Cosmopolitan Jungle is more than just a platform—it’s a movement inspired by the transformative essence of Tulum, blending urban sophistication with the raw beauty of nature. Founded in 2022 by Apollonia Keys, she envisions a space where the neon-lit glamour of a late ’70s Art Deco scene meets the transformative, holistic lifestyle of the jungle. It was born from the desire to create a space where culture, art, and conscious living intersect.
Officially launched during Climate Week in New York in 2023, it quickly expanded with a B2B event in Tulum, bringing together local business owners, media professionals, and thought leaders. Rooted in the belief that true luxury lies in minimalism and meaningful experiences, Cosmopolitan Jungle spotlights Tulum’s hidden gems, local talent, and vibrant creative scene. “It’s for the curious, conscious, and cultured,” Apollonia affirms.
What sets Cosmopolitan Jungle apart is its fusion of effortless glamour and spirituality. “My shit is sexy,” Apollonia laughs. “You can go to Temazcal on Sunday for your church, then dance under the stars on Thursday for the full moon with a Maestro.” It’s the fluid, holistic lifestyle of Tulum that Cosmopolitan Jungle captures so effortlessly. Collaboration is key when practised with integrity, authenticity, and transparency in an organic way.
“A big component for me is being an active community member and supporting local businesses,” she says, ensuring the community continues to thrive during the slow season. The CJ network also offers newcomers a “trusted source,” guiding them towards meaningful connections in a place where it’s easy to feel lost. Looking to the future, the platform aims to continue delivering rich, contextual content through both written features and live video, creating an immersive and engaging experience.

The ultimate legacy for Apollonia? To show people “it’s never too late. You can always create and have what you dream of.”
Apollonia Keys Martinez believes in having multiple bases and recently booked a one-way ticket to explore Mexico City’s vibrant scene. “For me, the dream has always been to have three bases. And people used to laugh when I said that, but it’s very common,” she says. Apollonia embraces a lifestyle she calls boutique living—a semi-nomadic model where one spends several months in different locations that foster like-minded communities. With its rich mix of culture, art, and diversity, she sees Mexico City as the perfect balance between affordability and urban energy. “It gives me my New York vibe, but it’s not as aggressive,” she explains.
For her, Mexico City represents both a homecoming to her professional roots and a launchpad for long-held aspirations in media and advocacy. She sees it as a dynamic base to explore, a place where she can reengage with social culture and introduce an evolved version of herself—one that redefines luxury in the mainstream market through authenticity and purpose. “I feel like I have an opportunity here to step back into media and society in a new way,” she shares. Moving beyond traditional luxury branding, she aims to embody the essence of a true role model, leveraging her expertise in a holistic manner as a model, brand ambassador, speaker, and transformational thought leader.
Apollonia’s career has been a constant journey of transformation. From a nightlife promotor to a luxury PR expert and wellness advocate, she’s reshaped her identity multiple times, each transformation serving to align her closer with her truest self. “When I reinvented myself in 2020, I went with a rebrand and became Apollonia Keys, and I started teaching about reinvention in the new paradigm and building bridges to the other side for people seeking a change” she recalls. 
Her continuous commitment to reinvention has been a central theme in her life, and it’s something she now encourages others to embrace. “The only way for me to create experiences for others is to actually have lived the experience myself,” she says. Through her own lived experiences, she has been able to create a powerful platform for others to step outside their comfort zone, explore new possibilities, and connect with like-minded individuals.

Apollonia’s story is a reminder that transformation isn’t just about change—it’s about stepping into your fullest potential.