Aureum Collective, established by Cass DiMicco and Matthew L. Hoyle ’13, is a jewellery brand name combining significant high-quality metals with timelessly attractive patterns to develop pieces that exude luxurious and versatility. Hailing from backgrounds in manner and finance, respectively, DiMicco and Hoyle made the decision to pursue their passion for design, 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 talk about their expanding brand name.
DiMicco and Hoyle had been enthusiastic to converse about what motivated Aureum’s founding and what tends to make the brand stand out. Inspired by a hole they noticed in the marketplace, DiMicco and Hoyle wanted to create parts that experienced a “high-trend come to feel at a extra obtainable price tag issue.” Hoyle emphasized on the Zoom connect with how 24-carat gold was not common in items they observed from other brands.
“It’s sort of like our brand ethos, it differentiates ourselves and genuinely stands out when folks dress in it,” Hoyle reported of their use of materials.
In accordance to DiMicco and Hoyle, Purchaser suggestions is at the main of Aureum’s values. The manufacturer launched in September of 2019 with an 8-piece selection, a quick five months from its first conception. Hoyle reported this swift turnaround was designed achievable by immediate communication with buyers. “We seriously had this immediate feedback that we utilized to style the pieces and style the company by itself,” he mentioned.
DiMicco remaining her company job a number of many years prior to Aureum’s founding to turn into a complete-time influencer. All-around the exact same time, Hoyle left his finance occupation, supplying the pair time to emphasis on finding the brand off the ground. Their activities in manner influencing and finance, while not directly relevant to their present-day function, served DiMicco and Hoyle discover their real passions and set them on this path. “It gave us a certain bit of professionalism, and performing in a corporate atmosphere can help when commencing to operate a enterprise,” DiMicco stated.
Aureum’s jewelry is a unique mix of easy classical fashion and modern-day traits that continue to be wearable for months and years to come. When requested about design influences for Aureum’s items, DiMicco stated her and Hoyle took inspiration from a range of sources, from higher-close fashion to trending time intervals or hues to even the home furniture in DiMicco’s home.
Although Aureum has noticed good results given that its launch, DiMicco described the problems they’ve confronted locating persons to join their team. Even though Hoyle and DiMicco have been at the helm because Aureum’s inception, providing up overall regulate and hiring a workforce has been a difficult but necessary stage. “Matt and I definitely pour our heart and soul into Aureum and function like 7 times a 7 days,” she stated. “So finding individuals that will maybe share even just a portion of that enthusiasm for it has been tricky,” DiMicco stated.
Social media has also been a must have to Aureum’s achievements. DiMicco has generally wished to start out a brand and envisioned social media being a important part of that brand’s marketing. Of the brand’s aesthetics, DiMicco reported, “We generally put a lot of energy into what our packaging appears to be like and the unboxing, mainly because we’ve had so lots of persons who will share the unboxing of their Aureum solutions and it’s nice to have a extra personable touch to everything we do.”
DiMicco and Hoyle are fairly happy of the group that they’ve developed by way of Aureum. Going past influencers, celebs, and products, Aureum caters to a broader viewers and encourages active engagement about social media.
Wanting to the long term, DiMicco said Aureum is in search of corporations to do co-branded solutions and social shoots with. Hoyle and DiMicco hope to develop into classes past jewelry with makes that share their values.
Quality, design and style, and group are at the coronary heart of Aureum Collective, earning up the brand’s past, existing, and without doubt its long run. For now, audience can examine out DiMicco’s Instagram, YouTube, and TikTok for additional data on her get the job done.