POPSUGAR: The jewelry is beautiful and has that great minimalist feel. I'm guessing the business model and the design is very organically driven by your own aesthetic, is that fair to say? And how would you describe your personal style and how it translates into AUrate?
Sophie Kahn: I think for sure, in terms of aesthetic, we prefer the minimal clean aesthetic. For [our] personal style, we mix and match and play it up and down for sure. But we actually generally think that, especially now that we're getting older, it's important to be very clean and very minimal. We found that apart from the price points, the whole direct-to-consumer business model, there was also a need for jewelry that was minimal and clean. There was a lot of jewelry that was statementy and had a strong voice, but didn't have jewelry that had the beauty of gold to speak for itself. That's what we wanted to do with materials. A brand like Céline is something we really like, where it's the cut and the form and the geometry and the material that makes it stand out. We wanted to do the same with jewelry.
We started this a couple years ago, and there was no way to find that kind of jewelry. Where on the one hand, it's timeless, so you could wear it when you're 80, but also contemporary. It was that mix we were looking for. From there, it flowed. We always have too many pieces we want to make.
PS: What's your philosophy on trends? How do you see them playing into what your customer wants?
SK: While we want to stay timeless, there are of course trends, which are fun! It's also what fashion is. For instance, we have the ear climbers. We noticed that some of our customers wanted to mix and match their earrings. To have one pair on one ear and another pair on the other. On our website, you can buy one earring so you don't have to buy the full pair. That works really well. Some people do that; on one hand you might have a really long gold bar necklace, and on the other you have a stud. [With] necklaces, now people are wearing really short necklaces, between the collar bones. So we add in an extra jump ring for a necklace, so you can wear it long, which is more traditional, or really short so you can stack them, those types of things. And now, for instance, we're introducing ankle bracelets, which is something that's starting again. We see what we like and what people like, but at the same time, while they're the trends, [AUrate] is still very timeless aesthetic.
Geometric Square Ring ($1,300)