ARETE is "earring" in Spanish and PRIMA is "female cousin" in Spanish.
Not exactly awe-inspiring names for business teams.
shareThey're using the Greek word arete which means personal excellence which the ancient Greeks considered to be a virtue. However, they're also mispronouncing it. It's not artay or ar-ah-tay or a-reht-tay, it's pronounced ah-reht-TEE.
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You can tell a lot about a person from reading his biography.