Aurate
Aurate is a New York-based direct-to-consumer fine jewelry brand selling sustainable, ethically sourced rings, necklaces, earrings, and bracelets (from $12 to $28,000+) through its e-commerce storefront, serving digitally-savvy consumers seeking affordable luxury and lab-grown diamond alternatives.
- Company typePrivate
- Founded2015
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
Aurate firmographics
Firmographics- Name
- Aurate
- Legal name
- Aurate
- Website
- https://auratenewyork.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Aurate is a New York-based direct-to-consumer fine jewelry brand selling sustainable, ethically sourced rings, necklaces, earrings, and bracelets (from $12 to $28,000+) through its e-commerce storefront, serving digitally-savvy consumers seeking affordable luxury and lab-grown diamond alternatives.
- Ownership category
- akta.pro rank
Aurate industry classification
Industry- Product category
- Fine Jewelry
- NAICS
- Jewelry Retailers (458310), Jewelry and Silverware Manufacturing (33991)
- SIC
- Retail-Jewelry Stores (5944), Jewelry, Precious Metal (3911)
- akta.pro primary industry
- Diamond Jewelry (CRAKAAAA)
- akta.pro secondary industries
- Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD), Colored Gemstone Jewelry (CRAKAAAB), Personalized Fine Jewelry (Nameplates/Initials/Engraved) (CRAKAAAI)
Keywords
Where Aurate is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Aurate business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Direct Product Sales: One-time purchase model for fine jewelry including rings, necklaces, earrings, bracelets. Products range from Vermeil/Sterling Silver entry pieces ($12-$400) to 14k/18k Gold pieces ($188-$8,798+) and Lab Grown Diamond pieces ($248-$28,708). No subscription or recurring revenue streams.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Vermeil & Sterling Silver - Entry-level fine jewelry |
| Unit Pricing | Pay-as-you-go | 14k/18k Gold - Mid-range fine jewelry |
| Unit Pricing | Pay-as-you-go | Lab Grown Diamonds - Premium sustainable diamond jewelry |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels4 records
Aurate product offering
Product offeringCore offering
Aurate designs, manufactures, and sells sustainable fine jewelry — including rings, necklaces, earrings, bracelets, and engagement pieces — directly to consumers through its e-commerce platform auratenewyork.com. Products span multiple material tiers (vermeil/sterling silver, 14k/18k gold, stainless steel, platinum) with lab-grown diamonds and ethically sourced colored gemstones. The brand produces made-to-order in New York City, offers a Lifetime Warranty on every piece, and prices from $12 entry pieces up to $28,708 premium lab-grown diamond necklaces.
Product overview
Aurate New York is a sustainable fine jewelry brand operating a direct-to-consumer e-commerce platform. The company offers a comprehensive jewelry portfolio centered on four core categories—rings, necklaces, earrings, and bracelets—across multiple material tiers including 18k gold, 14k gold, vermeil over sterling silver, stainless steel, and platinum. The brand specializes in lab-grown diamonds and ethically sourced colored gemstones (emerald, ruby, sapphire, aquamarine, amethyst, morganite), with flagship lines including the Tennis Collection (featuring continuous gemstone settings in various styles like Georgian, Vintage S, and Modern), Lab Diamond Tennis, and Colored Gemstone Tennis. Notable product offerings include the Mystery Box subscription-style product and branded collaborations with Frye, Wilson, and Marilyn Monroe. The company positions itself on sustainability (recycled gold, conflict-free diamonds via Kimberly Process, carbon neutral shipping) and fair pricing through domestic manufacturing with no import taxes. Core differentiators include a Lifetime Warranty, 5-step quality testing process, and made-to-order production model.
Differentiator
Problem solved
Functional benefit
Brands
- Aurate x Marilyn Monroe: Limited-edition collaboration collection commemorating Marilyn Monroe's 100th birthday featuring tennis earrings, necklaces, and bracelets with lab-grown diamonds and gemstones.
- Aurate x Frye
- Aurate x Wilson
- The Pinky Ring Shop
- Stainless Steel Collection
Products and services
- Aurate New York Fine Jewelry Core fine jewelry brand sold DTC online, spanning rings, necklaces, earrings, and bracelets across all material tiers (vermeil, sterling silver, 14k/18k gold, stainless steel, platinum) with lab-grown diamonds and ethically sourced gemstones, made-to-order in NYC with a Lifetime Warranty.
- Tennis Collection Continuous-setting tennis necklaces, bracelets, and earrings offered in white sapphire, natural diamonds, lab-grown diamonds, colored gemstones, and Georgian/vintage/modern patterns.
- Colored Gemstone Tennis Collection Tennis jewelry featuring colored lab-grown gemstones including green emerald, red ruby, blue sapphire, pink sapphire, aquamarine, amethyst, and morganite across multiple cuts and settings.
- Lab-Grown Diamond Tennis Collection Tennis bracelets, necklaces, and earrings set with lab-grown diamonds in carat weights from 1ct to 16ct floating designs, set in 14k gold or vermeil.
- 18k Gold Collection Heirloom-quality fine jewelry in 18k gold including rings, necklaces, earrings, and bracelets with diamond and gemstone options.
- Vermeil & Sterling Silver Collection Affordable entry-level fine jewelry featuring thick 14k gold over sterling silver (vermeil) and sterling silver pieces across classic and trendy styles, priced from $12.
- Stainless Steel Collection New stainless steel jewelry line launched as a hard launch, positioned to redefine fine jewelry with an additional accessible material tier beyond precious metals.
- Engagement & Wedding Collection Engagement rings, wedding bands, and eternity rings with lab-grown diamonds and gemstones in classic solitaire, halo, and modern settings.
- Mystery Box Surprise jewelry gift box available in small, medium, and large sizes containing curated rings and bracelets, priced from $98, sold as a final-sale gift product.
- The Pinky Ring Shop Dedicated curated collection of gold pinky rings, positioned as a signature statement-piece category for the brand.
- Personalized Gold Collection Customizable and personalized gold jewelry including letter necklaces, engravable pieces, and custom gemstone combinations.
- Lab-Grown Diamond Jewelry Wide selection of lab-grown diamond jewelry including stud earrings, tennis necklaces, bracelets, and solitaire pieces, ethically sourced at a fraction of natural diamond prices.
- Aurate x Marilyn Monroe Collection Limited-edition collaboration with the Marilyn Monroe estate for the icon's 100th birthday centennial, featuring Birth of a Star, Lab Grown Yellow Canary, and Lab Grown Red Marquise pieces in tennis necklace, bracelet, and earring formats.
- Aurate x Frye Collaboration Collection Brand collaboration collection with Frye featuring exclusive jewelry pieces.
- Aurate x Wilson Collaboration Collection Brand collaboration collection with Wilson featuring exclusive jewelry pieces.
Quantifiable outcome
- Significant cost savings compared to traditional retail jewelry through DTC model
- +1 more outcomes
Companies that use Aurate
Customer profileNamed customers6 records
Segments2 records
Ideal customer profiles1 record
Aurate technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Aurate partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered flagship and minor.
- Marilyn Monroe EstateflagshipAurate launched a limited-edition collaboration with Marilyn Monroe for her 100th birthday centennial celebration. Products include Aurate x Marilyn Monroe: Birth of a Star Tennis Earrings ($438), Tennis Necklace ($998), Lab Grown Yellow Canary Pendant Necklace ($448), and Lab Grown Red Marquise Tennis pieces ($408-$618).
- FryeminorAurate x Frye collaboration featuring cross-brand product offerings.
- WilsonminorAurate x Wilson collaboration featuring cross-brand product offerings.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Aurate competitors and assessment
Company assessmentDirect peers
- Mejuri: Mejuri is a direct-to-consumer fine jewelry brand offering sustainable, everyday luxury pieces priced similarly to Aurate's gold and vermeil ranges. Both brands share a DTC model, ethical-sourcing positioning, lab-grown diamond offerings, made-to-order manufacturing and digitally-native customer acquisition strategies.
- Brilliant Earth: Brilliant Earth is a leading online fine jewelry retailer specializing in ethically sourced and lab-grown diamonds with a comparable product range (engagement rings, tennis jewelry, diamond earrings). Both brands compete directly on lab-grown diamond tennis collections and sustainability-led positioning.
- Catbird: Catbird is a Brooklyn-based independent fine jewelry brand known for stackable rings, dainty gold chains and curated collections. Aurate was named alongside Catbird in industry top-five 2024 rankings; both brands serve similar digitally-savvy millennial customers with everyday fine jewelry at accessible price points.
- Monica Vinader: Monica Vinader is a contemporary fine jewelry brand offering sustainably produced gold and gemstone jewelry with a DTC and select-retail hybrid model. Both brands target digitally-savvy consumers seeking ethical, design-led everyday fine jewelry, and both were identified as top-five 2024 jewelry market leaders.
- VRAI: VRAI is a DTC lab-grown diamond jewelry brand operating its own diamond foundry and selling direct to consumers online. It competes directly with Aurate's Lab Diamond Tennis Collection on ethical, sustainably-produced diamond jewelry at transparent pricing.
Broad incumbents
- Blue Nile: Blue Nile is a large established online diamond and fine jewelry retailer owned by Signet Jewelers. It overlaps with Aurate on diamond jewelry, engagement rings and tennis-style pieces but operates at significantly greater scale across a broader assortment.
- Tiffany & Co. Tiffany & Co. is a global luxury jewelry incumbent (owned by LVMH) offering diamond, gold and gemstone jewelry including tennis bracelets and engagement rings. While not a DTC-native competitor, it anchors the upper end of the fine jewelry category Aurate participates in.
- Pandora: Pandora is a global mass-market jewelry brand offering charm bracelets, rings, necklaces and earrings at accessible price points. It overlaps with Aurate's lower price tiers (vermeil/sterling silver and entry gold) and serves similar gifting occasions but at far larger scale through wholesale retail.
- Kay Jewelers: Kay Jewelers is a large US specialty jewelry retailer (owned by Signet Jewelers) selling diamond, gold and engagement jewelry through physical mall stores and online. It represents the traditional retail model that Aurate's DTC value proposition explicitly differentiates against.
Emerging players
- Gemist: Gemist is an emerging DTC fine jewelry brand offering customizable and design-forward gold and gemstone pieces. It overlaps with Aurate's personalized gold collection and digitally-native customer base, though with a narrower catalog and smaller scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Aurate social profiles
Digital presenceAurate financial estimates
Financial estimateRevenue estimate
Valuation estimate
Aurate leadership team
Management profileNumber of profiles
Profiles2 records
Aurate funding detail
Funding detailFunding overview
Funding rounds1 record
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Aurate M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Aurate
What does Aurate do?
Aurate designs, manufactures, and sells sustainable fine jewelry — including rings, necklaces, earrings, bracelets, and engagement pieces — directly to consumers through its e-commerce platform auratenewyork.com. Products span multiple material tiers (vermeil/sterling silver, 14k/18k gold, stainless steel, platinum) with lab-grown diamonds and ethically sourced colored gemstones. The brand produces made-to-order in New York City, offers a Lifetime Warranty on every piece, and prices from $12 entry pieces up to $28,708 premium lab-grown diamond necklaces.
Is Aurate a public or private company?
Aurate is a private company. It is classified as venture growth investor backed and is currently operating.
When was Aurate founded?
Aurate was founded in 2015. It employs 11 to 50 people.
Where is Aurate based?
Aurate is headquartered in New York, United States, in the North America region.
How does Aurate make money?
One revenue line is on record: direct Product Sales.
Who are Aurate's main competitors?
Direct peers on record are Mejuri, Brilliant Earth, Catbird, Monica Vinader and VRAI. Broad incumbents are Blue Nile, Tiffany & Co., Pandora and Kay Jewelers. Gemist is listed as an emerging player.
Does Aurate have an API?
No public API is recorded for Aurate.
What industry is Aurate in?
Aurate's product category is Fine Jewelry. Its primary akta.pro industry code is CRAKAAAA, Diamond Jewelry, with a secondary code of CRAKAAAD, Precious Metal Jewelry (Gold/Platinum/Silver). Its NAICS code is 458310 and its SIC code is 5944.