Cass DiMicco started her career as an assistant buyer at now-defunct retailer Lord & Taylor so it’s only fitting she’s found success selling direct-to-consumer with her audience on social media. The accessories brand Aureum was started by DiMicco and her husband Matthew Hoyle with eight SKUs of jewelry in 2019. Aureum now boasts an impressive catalog of hundreds of items including jewelry, belts and sunglasses.
What’s most impressive is the price point for the luxury online brand. Items retail for an average of $200 each – but that hasn’t scared off Cass’ growing audience of young women. “I was buying basics from Zara because that’s all I could afford at the time but I wanted my accessories to speak for themselves.
If you spend a bit more on a leather belt, you can really elevate your entire wardrobe,” say DiMicco, who lives in New York City. After leaving the traditional world of fashion, DiMicco began to share her style on Instagram where she’s now gained 749,000 Followers. To start Aureum, DiMicco identified manufacturers herself through lots of research and cold outreach.
Just recently she visited the company’s belt manufacturer in Italy to see firsthand the hand-crafted, quality creation of each belt. “We’re doing everything ourselves with no connections or investment. It’s my husband and I on WhatsApp with our manufacturing team,” explains Cass who started the brand with a $20K personal investment and has occasionally used lines of credit a.