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While we all appreciate fine jewelry, most of us don't have the funds to splurge on new pieces on the regular — unless it's from AUrate, that is. If you're wondering how the local brand can afford to charge under $500 for a gold and diamond pendant necklace, it's simple: just remove the middleman.
"It's all fine [jewelry], but it's direct to consumer," co-founder and designer Sophie Kahn told us as we toured the brand's Soho by-appointment showroom that opens to the public on Thursday, April 21st. "Because of that, it's much more affordable than anywhere else."
You might've already checked out an AUrate pop-up in Williamsburg or on Madison Avenue — the latter is still running — but this West Houston Street walk-up is the brand's first permanent space, and it's where you should go if you're looking for some one-on-one time with the designers. "Our jewelry is super minimal, so we wanted the space to be minimal," Kahn explained of its predominantly white decor that's bathed in natural light.
Aside from just "democratizing fine jewelry," as Kahn likes to call it, AUrate is uses only ethical materials, produces locally, and loves to give back. For every piece of jewelry sold, a book is donated to an underprivileged child — so if you're already thinking about making a fine jewelry purchase, perhaps that will seal the deal to do it here.
As far as opening up a traditional (read: street-level) boutique, Kahn seems into the idea but is currently focusing all of her attention here. But let's see what happens in a year from now.