Aureum Collective, established by Cass DiMicco and Matthew L. Hoyle ’13, is a jewellery manufacturer combining superior high quality metals with timelessly attractive layouts to build pieces that exude luxury and versatility. Hailing from backgrounds in style and finance, respectively, DiMicco and Hoyle decided to go after their passion for design, marketing and advertising, and immediate client conversation in 2019 by founding Aureum Collective. In a recent Zoom job interview with The Harvard Crimson, the pair sat down to explore their rising brand name.
DiMicco and Hoyle had been thrilled to discuss about what encouraged Aureum’s founding and what helps make the brand stand out. Motivated by a hole they saw in the market place, DiMicco and Hoyle needed to produce parts that had a “high-vogue sense at a additional obtainable rate level.” Hoyle emphasised on the Zoom call how 24-carat gold was not commonplace in items they saw from other makes.
“It’s type of like our brand name ethos, it differentiates ourselves and really stands out when people wear it,” Hoyle mentioned of their use of content.
According to DiMicco and Hoyle, Purchaser feed-back is at the core of Aureum’s values. The manufacturer introduced in September of 2019 with an 8-piece assortment, a brief five months from its initial conception. Hoyle reported this quick turnaround was produced doable by direct interaction with customers. “We really had this direct opinions that we used to style and design the parts and design the organization by itself,” he mentioned.
DiMicco remaining her company task several decades prior to Aureum’s founding to develop into a whole-time influencer. All around the similar time, Hoyle remaining his finance career, giving the pair time to concentrate on receiving the manufacturer off the floor. Their ordeals in trend influencing and finance, whilst not straight related to their recent function, helped DiMicco and Hoyle uncover their true passions and established them on this path. “It gave us a certain bit of professionalism, and doing work in a corporate atmosphere will help when starting to operate a enterprise,” DiMicco mentioned.
Aureum’s jewelry is a exclusive mixture of effortless classical design and modern developments that continue being wearable for months and years to occur. When requested about structure influences for Aureum’s pieces, DiMicco reported her and Hoyle took inspiration from a assortment of sources, from large-stop trend to trending time periods or shades to even the household furniture in DiMicco’s house.
Even though Aureum has noticed success considering the fact that its launch, DiMicco described the issues they’ve confronted acquiring persons to be part of their crew. Even though Hoyle and DiMicco have been at the helm since Aureum’s inception, supplying up overall regulate and using the services of a group has been a challenging but vital step. “Matt and I definitely pour our coronary heart and soul into Aureum and function like seven days a week,” she explained. “So finding folks that will perhaps share even just a portion of that enthusiasm for it has been challenging,” DiMicco reported.
Social media has also been invaluable to Aureum’s results. DiMicco has usually wished to start out a brand name and envisioned social media currently being a critical part of that brand’s advertising and marketing. Of the brand’s aesthetics, DiMicco reported, “We usually set a lot of effort into what our packaging seems to be like and the unboxing, mainly because we have experienced so lots of people who will share the unboxing of their Aureum products and it’s awesome to have a extra personable touch to all the things we do.”
DiMicco and Hoyle are really proud of the community that they’ve produced by way of Aureum. Likely past influencers, superstars, and products, Aureum caters to a broader viewers and encourages energetic engagement in excess of social media.
Searching to the future, DiMicco reported Aureum is in lookup of companies to do co-branded solutions and social shoots with. Hoyle and DiMicco hope to grow into types outside of jewelry with manufacturers that share their values.
High quality, style, and neighborhood are at the heart of Aureum Collective, producing up the brand’s earlier, present, and undoubtedly its foreseeable future. For now, readers can check out DiMicco’s Instagram, YouTube, and TikTok for a lot more details on her operate.
—Staff author Anna Moiseieva can be arrived at at [email protected]. Adhere to her on Twitter at @AMoiseieva
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