ColumnistsJul 14, 2026
Sherry Smith: What Today’s Jewelry Consumer Is Telling Us Rising revenue does not automatically mean a healthy business, particularly in the current economic landscape, Smith writes.
IndependentsJul 05, 2017
Direct-to-Consumer Jewelry Brand Scores $2.6M in Funding
Aurate is the fine jewelry line that investors are comparing to brands like Warby Parker and Casper.
Aurate co-founders Bouchra Ezzahraoui and Sophie Kahn
New York--Aurate, the fine jewelry line that sells directly to consumers at wholesale prices--without a retail markup--announced it has received $2.6 million in seed funding.
“We don’t believe in cutting corners,” co-founder Bouchra Ezzahraoui explained of Aurate’s retail model. “Rather, we found a smarter way to do things and customers have taken notice.”
So have investors.
The brand was launched in 2015 by Ezzahraoui and Sophie Kahn, who met while pursuing master’s degrees in finance at Princeton.
Aurate’s first collection sold out within a few days, and profits have risen an average of 300 percent in the last three quarters, the company said.
The brand boasts a pop-up boutique on Madison Avenue in New York City; all product is manufactured nearby in the Diamond District. Aurate also says its materials are sourced from conflict-free regions.
The company received the $2.6 million in funding from Arab Angel Fund and Victress Capital, plus several anonymous angel investors.
“Aurate is taking the fine jewelry market by storm,” said Omar Darwazah, a general partner at Arab Angel Fund. “Laser-focused on user experience, the company’s direct-to-consumer model is helping ‘democratize’ the gold jewelry market and is already disrupting the traditional model for the luxury category.
“The company’s ‘impact purchasing’ strategy places it in the same tier as Casper and Warby Parker but for fine jewelry. I’m excited to add Aurate to Arab Angel Fund’s growing direct-to-consumer portfolio of companies, which today includes Tamara Mellon Brand and Stowaway Cosmetics.”
Victress Capital partner Lori Cashman added: “We look for strong, tenacious and driven female founders--Bouchra and Sophie are all of these (things) and they are extremely intelligent with complementary skill sets; we were able to check that box in the first 60 seconds of meeting them.”
Victress Capital is invested in brands such as Daily Harvest and The Nue Co.
With its newly acquired funding, Aurate plans to open up more pop-up retail locations on both coasts of the United States over the next 12 months. In the same period, they expect to hire 25 more employees.
The new hires will include a marketing team.
It’s an interesting change for the company.
Up to now, Aurate’s strategy has revolved around its lack of a retail and marketing markup--the company says it hasn’t had a marketing budget in the past--with all costs being relegated to operations and production.
“This capital will allow us to continue providing customers an innovative, seamless experience when it comes to their jewelry purchases,” Ezzahraoui said.
“We don’t believe in cutting corners,” co-founder Bouchra Ezzahraoui explained of Aurate’s retail model. “Rather, we found a smarter way to do things and customers have taken notice.”
So have investors.
The brand was launched in 2015 by Ezzahraoui and Sophie Kahn, who met while pursuing master’s degrees in finance at Princeton.
Aurate’s first collection sold out within a few days, and profits have risen an average of 300 percent in the last three quarters, the company said.
The brand boasts a pop-up boutique on Madison Avenue in New York City; all product is manufactured nearby in the Diamond District. Aurate also says its materials are sourced from conflict-free regions.
The company received the $2.6 million in funding from Arab Angel Fund and Victress Capital, plus several anonymous angel investors.
“Aurate is taking the fine jewelry market by storm,” said Omar Darwazah, a general partner at Arab Angel Fund. “Laser-focused on user experience, the company’s direct-to-consumer model is helping ‘democratize’ the gold jewelry market and is already disrupting the traditional model for the luxury category.
“The company’s ‘impact purchasing’ strategy places it in the same tier as Casper and Warby Parker but for fine jewelry. I’m excited to add Aurate to Arab Angel Fund’s growing direct-to-consumer portfolio of companies, which today includes Tamara Mellon Brand and Stowaway Cosmetics.”
Victress Capital partner Lori Cashman added: “We look for strong, tenacious and driven female founders--Bouchra and Sophie are all of these (things) and they are extremely intelligent with complementary skill sets; we were able to check that box in the first 60 seconds of meeting them.”
Victress Capital is invested in brands such as Daily Harvest and The Nue Co.
With its newly acquired funding, Aurate plans to open up more pop-up retail locations on both coasts of the United States over the next 12 months. In the same period, they expect to hire 25 more employees.
The new hires will include a marketing team.
It’s an interesting change for the company.
Up to now, Aurate’s strategy has revolved around its lack of a retail and marketing markup--the company says it hasn’t had a marketing budget in the past--with all costs being relegated to operations and production.
“This capital will allow us to continue providing customers an innovative, seamless experience when it comes to their jewelry purchases,” Ezzahraoui said.
Kahn commented: “Today’s customer wants it all, and rightfully so. The product needs to look great, the quality needs to be impeccable, the value needs to be sharp, and the brand needs to have a positive impact on the wider world.
“I believe this combination helped us grow at the rate that we did.”
Aurate was recently nominated for a Women’s Jewelry Association Award for Excellence in the newly introduced “Open Format Retail” category.
Award winners will be revealed live later this month at the WJA’s Awards for Excellence gala in New York.
More on Independents
The Latest
TrendsJul 14, 2026
Amanda’s Style File: Shoulder Dusters These long, fluid drop earrings are sure to catch the eye.
CrimeJul 14, 2026
Man Charged in $1M Jewelry Store Heist Lands on FBI Most Wanted ListAlberto Perez-Elias is one of four men charged with robbing a Cape Coral, Florida, jewelry store and is the only one still at large.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
Events & AwardsJul 14, 2026
Conference on Mining, Sustainability Kicks Off in NYCInitiatives in Art and Culture is hosting its 16th annual Gold and Diamond Conference, with the theme of “Resilience.”
Weekly QuizJul 09, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Lab-GrownJul 13, 2026
Stephanie Gottlieb Changes Her Mind on Lab-Grown DiamondsThe designer, who once said she’d never sell lab-grown diamonds, debuted two capsule collections designed to be fun and easy to wear.
SourcingJul 13, 2026
De Beers Announces Potential Layoffs, 2-Year Production Pause at VenetiaThe diamond miner and marketer is undergoing another round of cost-cutting measures ahead of its sale by Anglo American.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
Events & AwardsJul 13, 2026
Registration Opens for JIS Fall 2026 ShowThe annual trade-only buying event is slated for Oct. 16-19 in Miami Beach, Florida.
Events & AwardsJul 13, 2026
AGTA Accepting Entries for Spectrum 2026AGTA also has announced the lineup of judges for the colored gemstone cutting and jewelry design contest’s various categories.
TechnologyJul 10, 2026
There’s a New Blind Box for Luxury Watches Collectibles platform Arena Club’s new Time Boxes could contain a Rolex or Patek Philippe watch.
TrendsJul 10, 2026
Jade Trau Creates a Constellation of DiamondsThe “Constellation Plié” collar, our Piece of the Week, features diamonds arranged in a constellation of shining stars.
SourcingJul 10, 2026
CFO of De Beers’ Consumer-Facing Division Leaves Company Shaun Wills joined the company in 2024 and was chief financial officer of the De Beers Brands and Consumer Markets division.
WatchesJul 10, 2026
Brilliant Earth Expands Into WatchesIn honor of its 20th anniversary, the jewelry brand has released a limited-edition collection of Swiss-made timepieces.
CollectionsJul 09, 2026
Boucheron’s New High Jewelry Collection Is an Ode to the Human Touch“Human Being” highlights the similarities and differences between us through five sets of jewelry that celebrate fine craftsmanship.
WatchesJul 09, 2026
Damiani Group Finalizes Acquisition of Baume & MercierRichemont will continue to provide operational services for the watch brand for a period while the group prepares to integrate it.
AuctionsJul 09, 2026
Pharrell Williams’ Joopiter Hires Former Bonhams Exec to Head New Watch DivisionNate Borgelt will lead the digital auction house and content platform’s new division as head of watches.
Events & AwardsJul 09, 2026
Halstead Names 2026 Grant WinnerEnoch Platero, founder and designer behind Enoch Michael, is the first Native American jeweler to win the award.
Events & AwardsJul 09, 2026
AGS, GIA Name 2026 Beatrice Shipley Scholarship WinnerAGS also announced the recipient of its “Women in Leadership” scholarship.
MajorsJul 08, 2026
Kendra Scott Joins ‘Shark Tank’ As Permanent Investor The founder of the billion-dollar jewelry and lifestyle brand will debut as a full-time “Shark” on the upcoming season of the show.
SurveysJul 08, 2026
Signet Jewelers Falls 5 Spots on NRF’s ‘Top 100’ Retailers ListPlus, why retailers should be ready to adjust as the U.S. population may decline this year for the first time since the Great Depression.
CrimeJul 08, 2026
Here’s What Thieves Stole From the Lalique Museum René Lalique’s “Woman Dragonfly With Open Wings” pendant, the first piece the museum acquired, was one of the jewels taken.
MajorsJul 08, 2026
Richline Group Promotes 2 ExecsArien Gessner and Moss Makhoulian have been elevated into newly created roles.
ColumnistsJul 07, 2026
Peter Smith: Diamond Branding and the Origin ParadoxA podcast prompted Smith to share his views on where origin fits into the natural diamond story and the viability of branded diamonds.
Events & AwardsJul 07, 2026
JA Announces 2026 Impact Initiative RecipientsThe association selected eight recipients for the funding program, which is in its second year.
TrendsJul 07, 2026
Amanda’s Style File: Ruby, White and Blue Whether celebrating America’s 250th birthday or the USA’s World Cup run, July birthstone jewelry can double as a patriotic accessory.
CrimeJul 07, 2026
Thieves Steal Millions in Jewels From France’s Musée LaliqueAround 20 pieces of jewelry were stolen from the museum dedicated to French jeweler and glassmaker René Lalique.
