HANDICRAFT Minimalist design, social responsibility and an innovative sales model led two Princeton students to create the successful AUrate jewellery brand.
Until a short time ago, the idea of being able to buy jewellery with certified ethical origin at an affordable price was, for many, a mere illusion. But recently, the New York brand, AUrate, founded in New York by two economyics students from Princeton, has made this ‘fairytale’ come true. By uniting philanthropy, fashion, design and a direct-to-consumer sales model already successfully tried and tested by top American fashion companies – including the glasses retailer, Warby Parker – students Bouchra Ezzahraoui and Sophie Kahn have managed to win over the Millennials, their contemporaries, to the jewellery world. With its sophisticated and minimalist appeal, AUrate jewellery – made in 18k gold and diamonds – is on sale at a decidedly competitive price, ranging, in fact, from $100 to $2,000. How do they do it? The DTC sales model has allowed the two young businesswomen to eliminate all intermediaries – from chain stores to advertising agencies – since they relate directly to their customers by means of e-commerce platforms and the occasional pop-up store opening in New York. Diamonds, stones and precious metals arrive exclusively from conflict-free areas and meet the highest standards in terms of corporate social responsibility. Moreover, for each item of jewellery acquired, AUrate donates a book to a child in need through Mastery Charter, a nonprofit educational programme • MG