MajorsJan 09, 2026
Kendra Scott Taps Activewear Exec as CEO Chris Blakeslee has experience at Athleta and Alo Yoga. Kendra Scott will remain on board as executive chair and chief visionary officer.
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
SurveysJan 09, 2026
U.S. Holiday Retail Sales Up 4%, Visa, Mastercard SayThe credit card companies’ surveys examined where consumers shopped, what they bought, and what they valued this holiday season.
AuctionsJan 09, 2026
Christie’s Names New Global Managing Director for LuxuryKimberly Miller has been promoted to the role.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
CollectionsJan 09, 2026
Piece of the Week: Lionheart’s ‘Serenity’ Opal CharmThe “Serenity” charm set with 13 opals is a modern amulet offering protection, guidance, and intention, the brand said.
Weekly QuizJan 08, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJan 08, 2026
Pandora’s New ‘Bridgerton’ Jewels Celebrate Bees, Bows, and Blooms“Bridgerton” actresses Hannah Dodd and Claudia Jessie star in the brand’s “Rules to Love By” campaign.
Events & AwardsJan 08, 2026
Ana Khouri To Receive 2026 Gem Award for High Jewelry ExcellenceFounded by jeweler and sculptor Ana Khouri, the brand is “expanding the boundaries of what high jewelry can be.”
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
TrendsJan 08, 2026
Stuller’s Color of the Year Is a Stark Contrast to Pantone’s WhiteThe jewelry manufacturer and supplier is going with a fiery shade it says symbolizes power and transformation.
CollectionsJan 08, 2026
Gracie Abrams To Front New Chanel Jewelry CampaignThe singer-songwriter will make her debut as the French luxury brand’s new ambassador in a campaign for its “Coco Crush” jewelry line.
MajorsJan 08, 2026
Diamond Council of America Names New Board DirectorsThe nonprofit’s new president and CEO, Annie Doresca, also began her role this month.
ColumnistsJan 07, 2026
Peter Smith: Physical Retail—The Beginning or the End?As the shopping mall model evolves and online retail grows, Smith shares his predictions for the future of physical stores.
Events & AwardsJan 07, 2026
Melee Adds 13 New Designers to NYC ShowThe trade show is slated for Jan. 31-Feb. 2 at The Lighthouse in New York City's Chelsea neighborhood.
TrendsJan 07, 2026
Amanda’s Style File: Go for GarnetJanuary’s birthstone comes in a rainbow of colors, from the traditional red to orange, purple, and green.
SourcingJan 07, 2026
Diamonds Do Good Releases 2025 Impact ReportThe annual report highlights how it supported communities in areas where natural diamonds are mined, crafted, and sold.
CrimeJan 06, 2026
2 Jewelers Arrested After TraxNYC Diamond District BrawlFootage of a fight breaking out in the NYC Diamond District was viewed millions of times on Instagram and Facebook.
MajorsJan 06, 2026
Rio Grande Says These Are the Top Personalization Tools for 2026The supplier has a curated list of must-have tools for jewelers doing in-house custom work this year.
MajorsJan 06, 2026
Zales Tests Out A New LookThe Signet Jewelers-owned store, which turned 100 last year, calls its new concept stores “The Edit.”
MajorsJan 06, 2026
LeachGarner Appoints New Director of SalesLinda Coutu is rejoining the precious metals provider as its director of sales.
SourcingJan 06, 2026
AGA Announces 2026 BoardThe governing board welcomed two new members, Claire Scragg and Susan Eisen.
TrendsJan 05, 2026
Amanda’s Style File: New Year’s EditionSparkle with festive diamond jewelry as we celebrate the beginning of 2026.
TrendsJan 05, 2026
Pinterest 2026 Trend Report: Brooches, Bold Gold, Cool BlueIn its annual report, Pinterest noted an increase in searches for brooches, heirloom jewelry, and ‘80s luxury.
MajorsJan 02, 2026
Marc Metrick Out as CEO of Saks Global Executive Chairman Richard Baker will take over the role as rumors swirl that a bankruptcy filing is imminent for the troubled retailer.
Events & AwardsJan 02, 2026
Jan Mohr, Couture’s ‘North Star,’ Dies at 71Mohr had just retired in June after more than two decades as Couture’s retailer liaison.
SourcingJan 02, 2026
IDCA Elects New President, Board of DirectorsShekhar Shah of Real Gems Inc. will serve as president of the Indian Diamond & Colorstone Association in 2026.
CollectionsJan 02, 2026
Lalaounis’ 2026 Good Luck Charm Speaks to ResilienceThis year’s good luck charm features the mythical horse Pegasus, and is our first Piece of the Week of the new year.
EditorsDec 31, 2025
The Top 5 Stories of 2025Articles about crime, engagement rings, and a necklace worn in the World Series generated the most interest among readers.
