The Zoe Report

Meet NYC’s Coolest New Jewelry Brand, AUrate

The duo behind AUrate met at Princeton, so it’s not surprising the brand has some serious smarts behind it. The name alone is steeped in thought (Au, as in the chemical symbol for gold; rate, a nod to their product standards; and the pronunciation mimics the verb orate, or to tell a story). Sophie and Bouchra, the founders, set out to overcome what they saw as a gaping hole in the jewelry market, one that should be filled by affordable yet high-quality pieces. Using their design and finance expertise, they’ve created a covetable brand, an efficient production model and a business that gives back to the greater community by partnering with schools and donating books to underprivileged children for every product purchased. Here, we spend a day in their shoes.

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