Aureum Collective, started by Cass DiMicco and Matthew L. Hoyle ’13, is a jewellery brand name combining higher high-quality metals with timelessly stunning types to generate pieces that exude luxurious and flexibility. Hailing from backgrounds in fashion and finance, respectively, DiMicco and Hoyle determined to pursue their enthusiasm for style, internet marketing, and immediate shopper conversation in 2019 by founding Aureum Collective. In a new Zoom interview with The Harvard Crimson, the pair sat down to examine their escalating brand.
DiMicco and Hoyle were being thrilled to communicate about what encouraged Aureum’s founding and what tends to make the model stand out. Inspired by a hole they observed in the market, DiMicco and Hoyle desired to build pieces that had a “high-style come to feel at a extra obtainable value position.” Hoyle emphasized on the Zoom contact how 24-carat gold wasn’t common in pieces they observed from other manufacturers.
“It’s kind of like our brand name ethos, it differentiates ourselves and definitely stands out when people dress in it,” Hoyle explained of their use of product.
In accordance to DiMicco and Hoyle, Client comments is at the core of Aureum’s values. The brand launched in September of 2019 with an eight-piece collection, a short 5 months from its initial conception. Hoyle stated this fast turnaround was made probable by direct communication with consumers. “We genuinely experienced this immediate opinions that we employed to structure the pieces and style and design the organization by itself,” he claimed.
DiMicco still left her corporate position a number of years prior to Aureum’s founding to become a entire-time influencer. All around the identical time, Hoyle still left his finance position, giving the pair time to focus on obtaining the manufacturer off the floor. Their activities in manner influencing and finance, although not instantly related to their latest perform, assisted DiMicco and Hoyle find their true passions and established them on this route. “It gave us a specific bit of professionalism, and doing work in a corporate surroundings allows when beginning to run a organization,” DiMicco reported.
Aureum’s jewelry is a exceptional combination of effortless classical design and modern day trends that stay wearable for months and many years to occur. When questioned about structure influences for Aureum’s pieces, DiMicco mentioned her and Hoyle took inspiration from a range of sources, from higher-conclusion fashion to trending time durations or hues to even the home furnishings in DiMicco’s dwelling.
Though Aureum has found good results considering that its launch, DiMicco explained the problems they’ve confronted finding men and women to be a part of their staff. Even though Hoyle and DiMicco have been at the helm because Aureum’s inception, offering up total command and choosing a staff has been a complicated but required phase. “Matt and I actually pour our heart and soul into Aureum and do the job like 7 times a week,” she mentioned. “So obtaining men and women that will possibly share even just a portion of that enthusiasm for it has been challenging,” DiMicco explained.
Social media has also been invaluable to Aureum’s accomplishment. DiMicco has normally wanted to start off a brand and envisioned social media currently being a vital part of that brand’s advertising and marketing. Of the brand’s aesthetics, DiMicco claimed, “We generally place a ton of effort into what our packaging appears to be like and the unboxing, mainly because we’ve experienced so a lot of persons who will share the unboxing of their Aureum merchandise and it is good to have a far more personable contact to all the things we do.”
DiMicco and Hoyle are pretty happy of the group that they’ve produced by means of Aureum. Going past influencers, stars, and designs, Aureum caters to a broader viewers and encourages active engagement above social media.
Searching to the potential, DiMicco explained Aureum is in look for of providers to do co-branded merchandise and social shoots with. Hoyle and DiMicco hope to broaden into categories over and above jewellery with models that share their values.
Good quality, model, and neighborhood are at the coronary heart of Aureum Collective, building up the brand’s previous, existing, and certainly its future. For now, visitors can check out DiMicco’s Instagram, YouTube, and TikTok for a lot more information on her function.