This profile is part of the Glossy Pop Guide to Influencer-Founded Brands, covering the fashion, beauty and wellness companies started by people who built their careers on social media. More from the series →
Up until 2017, Cass DiMicco worked in the corporate world. She decided to quit her job to pursue fashion content creation full-time. In 2019, she and her just-as-entrepreneurial husband, Matt Hoyle, launched their jewelry brand, Aureum. Meaning “golden” in Latin, Aureum’s pieces are inspired by both vintage and modern styles. DiMicco and Hoyle want their brand to evoke feelings of warmth and luxury. The brand has been seen on numerous “it” girls, including Bella Hadid and Emily Ratajkowski.
Who: Cass DiMicco & Matt Hoyle (Aureum Collective)
What are you known for & how did you get your start?
DiMicco: The No. 1 thing people come to me for is fashion/styling. I quit my job in corporate fashion in 2017 to pursue influencing full time and have grown my platform by consistently posting looks and sharing my latest finds.
What’s the brand: Jewelry
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Find it: aureumcollective.com
Why did you decide to bring a brand into this crowded marketplace?
DiMicco: When we launched Aureum, we had a clear vision for what we wanted the feel of our brand to be. We didn’t view the space as overcrowded, as we felt we could better serve our specific customer. We built our brand on the rich color of 24k gold and elevated chains, and then grew from there. Matt and I also felt that we were the perfect team to bring Aureum to life, and knew we could create something special together.
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What makes the brand different?
DiMicco: Our gold jewelry is plated with 24K gold, which is the richest hue. It gives our jewelry a distinct color that looks more elevated.
Fun fact: Aureum means “golden” in Latin.
Best seller: Emma
To read the rest of The Glossy Pop guide to influencer-founded brands, click here.
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