FASHION INFLUENCER AND AUREUM CO‑FOUNDER CASS DIMICCO ON BUSINESS, SOCIAL MEDIA AND LIFE IN BETWEEN.

PHOTO BY TESSA BARTON

After years in the industry, Cass DiMicco (@cassdimicco) has cemented herself as a true tastemaker, referred to as one of the fashion world’s ultimate “it” girls and style icons for her 336,000-plus followers on social media. Partnering with some of the world’s most coveted brands, from fashion houses to jewelry labels and beyond, DiMicco teamed up with her husband, Matthew Hoyle, in 2019 to launch their beloved jewelry company, Aureum Collective (@aureum.collective). Seen on celebs like Hailey Bieber and Kylie Jenner, the collective, named in homage to the Latin word for “golden,” has taken the industry by storm with just the two of them helming the business as husband and wife as well as co-founders. Here, we chat with the Miami-based style guru to get an inside look on what it was like bringing Aureum Collective to life, her love of jewelry, working with her husband and her recent move to the Magic City.

What was it like launching Aureum Collective from scratch?

Building a brand with little previous experience is sometimes how the best brands emerge. There’s no ‘right’ way to do things, and even though there are so many jewelry brands, we had a very clear vision for what Aureum would represent. We took everything step by step and thought of each aspect of the business with the goal of satisfying the customer. We focused on building upon the small wins and reinvesting in the business.

Cass DiMicco serves as Aureum Collective’s co-founder as well as the face of the brand, often modeling the latest styles on her Instagram. PHOTO BY TESSA BARTON

What were some of the most important philosophies on which Aureum was founded?

Aureum first launched with primarily 24K gold statement chains. We wanted to use 24K gold because it’s the richest hue of gold and we wanted to have a clear brand identity and niche that we would be known for. The ethos behind the brand is making getting dressed in the morning simple and easy by creating luxury staple pieces that can be worn with everything. We created Aureum as a way to elevate any look while adding a sense of individuality and uniqueness. Aureum jewelry makes a statement and complements even the simplest of outfits.

PHOTO BY TESSA BARTON

What was it like launching this business with your husband?

Matt and I knew we wanted to start a brand together because of our opposite skill sets. Matt comes from finance and I come from fashion—we knew we would make the perfect dream team. We’re both so passionate about what we’re building, and it’s so fulfilling to share all of the highs and lows of this journey together.

PHOTO BY TESSA BARTON

What is the creative process like when designing the pieces?

We take inspiration from everywhere: vintage pieces from my mom’s collection as well as seeing which eras are trending in the apparel market and researching which jewelry pieces were the most popular during that time. We love to be aware of the trends but interpret them for Aureum in a subtle way that still feels sophisticated and in line with Aureum’s DNA. We also love taking suggestions and feedback from our customers to design our future collections.

Statement jewelry pieces from Aureum Collective PHOTO BY TESSA BARTON

Where do you see the brand five years from now?

In five years, I see Aureum becoming a key player in the jewelry market. I know we will have a much larger assortment as well as expand our range of price points. I hope to see us get into solid gold pieces as well as open a retail store. I also hope to see Aureum collaborate with other like-minded brands as well as individuals who inspire us. Why did you move to Miami from New York? There’s no denying the quality of life in Miami is so much better. Warm weather all year round puts me in such a better mood, and I feel so inspired here.