From the beginning, I envisioned Aureum as an accessories brand. We started with jewelry, expanded into belts, and with the launch of bags, entered its next chapter. Each piece was designed to be timeless yet modern, something you could wear every day and keep in your wardrobe for years.
The rebrand and the debut of the handbags went hand in hand. I wanted the campaign to be captured in two parts: first on the street, where I could really capture the ‘girl on the go’ energy. One of the videos, The Art of Carrying, showed the bag in motion, swung, slung, carried in all the everyday ways it’s meant to be lived with. Then in the studio, the vibe shifted completely. Shot against a clean white backdrop, we leaned into minimalism, old school editorial feel. I styled the looks in all white so the handbags would really pop, even pairing them with the Irina earrings to highlight the connection between jewelry and the bag design.
I was deeply involved on set, adjusting frames, tweaking lighting, even doing the prop styling (something I secretly love). With every shot tethered to my laptop, I circled selects in real time and made sure each frame matched the vision. I love the process of bringing things to life, getting into the details and seeing how a small adjustment in styling or framing can completely shift the mood of a shot.
That same approach carried through to the new site. With more white space, updated fonts, and an editorial style homepage, it felt fresh, modern, and elevated. Navigation was easier, product pages told fuller stories, and everything from photography to the whole flow felt connected. We also have introduced the Journal, a place to tell stories not just about Aureum, but about the people, the brands that inspire us every day. It became a way of opening up the world of Aureum a little wider and inviting others into the conversation.
At the heart of it all I wanted to shine a brighter light on what has always set Aureum apart - its Italian craftsmanship. Every piece is made in Italy by family run ateliers, and it was important to me to tell that story more openly. Heritage and integrity are at the heart of Aureum. This was our chance to highlight that history while still keeping things fresh and modern.
The result was an identity that felt both new and familiar, an evolution that honored Aureum’s DNA while opening the door to what’s next. The challenge was making sure we pushed things forward without losing who we are. I didn’t want to reinvent Aureum; I wanted to refine it. And the bags are just the beginning.I hope this is the first of many new categories to come as Aureum evolves…
The rebrand set the stage for new collections, richer storytelling, and a growing community around the brand. My hope was that when people visited the new site, they felt inspired, welcomed, and understood. That’s what Aureum has always been about, and now the experience reflects it more than ever! Welcome to the new Aureum!
