Fashion Buyer Turned Creator Makes 8-Figures With Accessories Brand

Cass DiMicco started her career as an assistant buyer at now-defunct retailer Lord & Taylor so it’s only fitting she’s found success selling direct-to-consumer with her audience on social media. The accessories brand Aureum was started by DiMicco and her husband Matthew Hoyle with eight SKUs of jewelry in 2019. Aureum now boasts an impressive catalog of hundreds of items including jewelry, belts and sunglasses. What’s most impressive is the price point for the luxury online brand. Items retail for an average of $200 each – but that hasn’t scared off Cass’ growing audience of young women.

“I was buying basics from Zara because that’s all I could afford at the time but I wanted my accessories to speak for themselves. If you spend a bit more on a leather belt, you can really elevate your entire wardrobe,” say DiMicco, who lives in New York City.

After leaving the traditional world of fashion, DiMicco began to share her style on Instagram where she’s now gained 749,000 Followers. To start Aureum, DiMicco identified manufacturers herself through lots of research and cold outreach. Just recently she visited the company’s belt manufacturer in Italy to see firsthand the hand-crafted, quality creation of each belt.

“We’re doing everything ourselves with no connections or investment. It’s my husband and I on WhatsApp with our manufacturing team,” explains Cass who started the brand with a $20K personal investment and has occasionally used lines of credit as necessary to avoid giving up ownership stake.

Aureum sales now make up a majority of Cass’ income which used to consist mainly of brand endorsement deals. Instagram is the brand’s primary social platform and marketing engine but the company also runs paid ads on Google and Pinterest. Outside of the company .com the items can be found on Shopbop, Nordstrom, Neiman Marcus, and Revolve. The company uses the platform ShopMy, which DiMicco and Hoyle are investors in, to gift other creators and track who converts to sale. Fashion affiliate platform LTK, on the other hand, doesn’t share enough sales data regarding which creators convert notes DiMicco.

Seeding products to trendsetting celebs like Hailey Bieber, Kendall Jenner and Jasmine Tookes has given Aureum street cred. For inspiration, Cass looks to businesses like The Row by Mary-Kate and Ashley Olsen, Toteme by former fashion blogger Elin Kling and prestige indie brand Khaite.

“We’re able to deliver comparable quality for a fraction of the price. These are meant to be timeless pieces. Leather and quality hardware are difficult to duplicate at cheap prices,” she insists.

With new releases monthly like the best-selling chocolate suede belt for Fall 2024, the brand is proving 75% year-over-year growth with sales now surpassing eight figures and no plans on stopping anytime soon. Aureum will host a pop-up in New York Oct. 4-6th.

Want more? Find out how Sommer Ray took her brand Imaraïs global.