Ten Years of Auree - In conversations with Amelia

To mark reaching ten years of Auree, we asked our Founder, Amelia, all about the ‘pinch me’ moments - the best and worst bits - and what the future holds for the brand.

When was the moment you first realised you were going to take the plunge and launch Auree?

I had always wanted to set something up myself - and having worked in the jewellery business for ten years I thought it was about time to get on and do it. I saw a niche in the market for beautiful jewellery that would travel through life with you - but which was affordable and didn't need to be kept in a safe. It moved very quickly initially - from business plan to launching our first collection. The name Auree was one of my grandmother’s middle names and also means ‘golden one’ in Italian.

What are the morals you run your brand by?

Auree Jewellery is made to be worn, enjoyed and loved. When I first started on our journey with Auree, I wanted to make sure we built a company with a beating heart. That beating heart is in the brilliant team who work at Auree, our amazing network of workshops and craftsmen and the relationship we have with the women who wear our jewellery. It’s also about helping support causes we all deeply care about - from charity collaborations, volunteering and even sending little gifts to the NHS heroes during Covid. We strive to be thoughtful, trustworthy and exceptional in everything that we do.

Who is your inspiration?

My highly spirited Grandmothers - one, a vivacious and daring traveller, the other a phenomenal multi-tasker who both took on life with an enthusiasm and energy that influenced me from an early age.  Both they, and many of my friends have done (and do) incredible things and I think that these inspiring independent women should have jewellery that lives alongside them.

Do you ever struggle to stay inspired?

Thankfully not yet! Travel, places and people’s stories of adventure are a constant source of inspiration. If anything, I sometimes have to reign myself in and just pick a few designs to launch.

Auree is a way of living, not just a look, so we have a diverse range of workshops to cater for different styles and tastes. 

What was the first design you create?

Our engraved Westbourne Gold Disc Necklace. I wanted to create something personalised, that you would have forever and that you could wear throughout your life. It's still one of bestsellers to this day!  

What does your typical week involve?

The best part of my job is that there is no typical week. For the last ten years, I am yet to enjoy a week that doesn't throw something new at me. I suppose the good thing is that you can never get bored. 

What have been the highest and lowest points on your journey so far?

Apart from actually deciding 'this is it' and starting, one of the hardest (but most rewarding) things, was to actually put together the brand. It's very personal and you have to be disciplined in being objective. Our first order was very exciting and now we have such a wonderful selection of retailers who work with us - launching in John Lewis earlier this year was a particular highlight. 

I would say that juggling motherhood and Auree has been MUCH harder than I thought it would be. Auree was my first baby, and now I have two boys. Initially I really struggled to balance home and work but thanks to a brilliant team in the office (and a very kind granny who regularly saves the day) I’ve got into the swing of it!

What’s the best piece of advice you’ve ever been given? 

To make sure you do one thing every day that will directly impact or grow your business. There will always be admin to do but the discipline is to make sure you spend time on what really matters. It’s harder than it sounds!

What’s the focus for the next ten years?

The best cocktails take time to make, that’s our mantra. Our focus has always been on exceptional service and it’s exciting to see things taking off. We have ambitious plans and I feel strongly that we need to continue to focus our efforts on sustainability and listening to what our customers want.