9 months ago
Auree is a SW London born company that creates beautiful pieces. We spoke to the founder about her journey and her favourite SW hot spots.
Auree started from a kitchen table in South West London 9 years ago. Since then it has grown into a viral company that is loved by fashion influencers, people in need of a special present, anyone after those daily easy to wear pieces and, oh yes, the royals too. They have curated a beautiful collection where you can find anything your accessorising heart desires. Rings, necklaces, bracelets, chains, cufflinks, watches… And they cater for a huge range of budgets within that. You can find twinkly chains for just £30 that will elevate any outfit or, if you are looking to push the boat out, there are some more premium pieces available.
We love the versatility of the brand. Auree is all about those everyday wear pieces that you don’t have to stress about too much, you can just really, really enjoy wearing them. Which is exactly what we found when we ordered our gorgeous gold vermeil rope chain bracelet. Firstly, it comes (in record speeds) through the post in a lovely package. Wrapped up perfectly in a white box tied with a muted blue ribbon, and then in a cloth pouch inside that, it would be such a treat to be surprised by one of these on your doorstep- a perfect gift for someone you are apart from. The piece itself is an absolute delight. The design is clever and there is clearly a huge amount of craftsmanship that has gone into the production- we were ‘oo-ing’ and ‘ahh-ing’ for a long while after we opened the box. The twisted rope effect seems to make it extra sparkly, it’s light and a joy to have winking at us from our wrist throughout the day. And Auree really does take away the stress of wearing jewellery- it’s made very well so you know the clasp is staying firm and you certainly don’t need to keep checking for any green skin dying here. We won’t be taking this one off any time soon (…apart from bath time, because the useful handbook that came with our order tells us helpfully to remove our bracelet then).
We spoke to founder, Amelia, about her journey with Auree, the story behind it and, of course, her favourite things about living in South West London.
We’d love to hear a bit about the story behind Auree. How did you start?
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 is your main ethos behind Auree?
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 – such as our charity collaboration with local baby bank Little Village. We strive to be thoughtful, trustworthy and exceptional in everything that we do.
Why have been the highs and the lows of your business journey?
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, as was being stocked with Liberty and also spotting the Princess of Wales wearing our Bali necklace in the Jubilee baking video.
Juggling motherhood and Auree has been MUCH harder than I thought it would be. Auree was my first baby, and now I have two young 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!
Which piece of jewelry are you most proud of and why?
Our Walton Russian Wedding Ring – they are loved by all generations – and made by our wonderful Italian workshop based in England. In mine I have the inside of each band engraved with the names of my husband, two sons and (I hesitate to admit) our dog – she is essentially a third child..
You’re a SW London local! Where do you go to unwind after a day creating your beautiful jewellery?
I’ve lived in South West London since I was born so it’s hugely special to me. My husband and I live in Earlsfield and absolutely love the area – we love Kibou on Northcote Road (the cocktails are amazing), L’Atelier on Trinity Road and for special occasions, Chez Bruce on Bellevue Road. We’ve had some fun team nights out at The Leather Bottle in Earlsfield and Amiga’s in Clapham!
What makes SW London special to you?
The people! It’s such a friendly neighbourhood with so much on offer and I have so many happy memories here. Our two sons and (very lively) spaniel love all the parks that we are lucky enough to be surrounded by and at weekends we enjoy brunch in lovely local cafes too. We spend a lot of time outside and often walk in Morden Park, Wimbledon Common, along the River Wandle and of course Richmond Park – you can forget sometimes that you actually live in London!
