Aurate launches 'Laure by Aurate' in
partnership with Helzberg Diamonds, using a unique sister business
model to propel brand growth
NEW
YORK, Aug. 4, 2023 /PRNewswire/ -- Aurate,
the sustainable, high-quality, and luxury jewelry brand, announced
today the launch of its new collection, 'Laure by Aurate,' made
exclusively and in partnership with leading national jewelry
retailer Helzberg Diamonds. The launch of 'Laure by Aurate'
introduces the brand's first time using a sister brand business
model, created by Aurate specifically for Helzberg Diamonds'
audience and consumers. The 'Laure By Aurate' collection will be
sold in 30 stores and available online exclusively at Helzberg
Diamonds starting August 9th.
"With Aurate being the first jewelry brand to use a sister brand
model, our partnership with Helzberg Diamonds, a brand that has
over a century of experience and industry authority, is a huge next
step as we scale our business and continue to democratize fine
jewelry," said Sophie Kahn, CEO and
Co-Founder of Aurate. "The 'Laure by Aurate' collection was made
exclusively for Helzberg Diamonds and will tap a new audience for
Aurate, introducing the Midwest customer to our earth-friendly,
luxury and quality jewelry pieces. Both Aurate and Helzberg deeply
value sustainability in a too-often unsustainable industry, making
this partnership that much more meaningful."
The 'Laure by Aurate' collection at Helzberg Diamonds will
include over 100 items ranging from $100 - $1,500
including a variety of elevated pieces consisting of rings,
earrings, bracelets, and necklaces. Product materials include
white, rose, and yellow gold, all of which are sustainably and
ethically sourced recycled gold, meaning the material is developed
from pre-existing gold material that is refined to remove any
impurities and imperfections. Similarly, each diamond, jewel, and
gemstone – ranging from emeralds to pearls, sapphires, and more –
is ethically sourced and traced to ensure there is no harm to the
environment, the harvesters, or the surrounding communities.
"Partnering with Aurate, a trailblazing direct-to-consumer
jeweler, presented an ideal opportunity to expand our reach with a
younger and fashion-forward consumer who prioritizes accessible
luxury goods," said Julie Yoakum,
President of Helzberg Diamonds. "This collection expresses our
shared commitment to delivering the highest quality, earth-friendly
jewelry, and we are thrilled to partner with a female-founded
organization to give women so much better. We're delighted to have
the opportunity to join forces with Aurate, a values-driven brand,
to broaden our assortment and offer even more choices to both new
and existing customers."
Since launching in 2015, Aurate has undergone tremendous growth.
Despite funding in retail dropping 37% YOY (Source: Retail Dive),
Aurate closed Series B in Q1, taking the brand to $25MM raised to
date and more than 50% growth YOY. To continue to fuel growth and
momentum for the brand, Aurate continues to innovate and lead a new
business path in the jewelry industry with its unique approach to
retail using the sister business model. Further, this strategic
partnership with a company that has led the industry for over 100
years will continue to catapult the brand's growth.
For more information, please visit auratenewyork.com and follow
their Instagram at @auratenewyork.
About Aurate:
Aurate is a jewelry industry rebellion
democratizing gold, born and raised in New York City. Aurate provides high-quality
and sustainable jewelry created with durable materials that
withstand everyday wear and tear, affordable and transparent
pricing, ethical practices that protect our planet, and tangible
charity give-back to keep your conscious sparkling. At its core,
Aurate believes that everyone deserves jewelry that is worthy of
them and strives to create pieces that empower a sense of
confidence, independence, and beauty. Aurate is available at
auratenewyork.com and you can follow along at @auratenewyork.
About Helzberg Diamonds:
Helzberg Diamonds®, a retail
and online jewelry store focused on customer service, has 170
stores nationwide featuring a wide selection of fine jewelry,
including diamond engagement rings and wedding rings, precious gems
and watches. Helzberg Diamonds takes pride in a legacy built on
trust, knowledge, and high-quality diamonds at an incredible price.
Helzberg Diamonds is based in North
Kansas City, Missouri, and is a subsidiary of Berkshire
Hathaway Inc. (NYSE: BRK/A and BRK/B). For the
locations nearest you, visit Helzberg.com or call
1-800-HELZBERG (800-435-9237).
Media Contact:
Power Digital Marketing
aurate@powerdigitalmarketinginc.com
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SOURCE Aurate