Summary of "Life with Marianna" Podcast Episode Featuring Cass DiMicco of AUREUM

Introduction In the November 26, 2024 episode of Life with Marianna, host Marianna Hewitt welcomes returning guest Cass DiMicco, the founder of AUREUM, a distinguished jewelry and accessories line. The conversation delves into Cass's transition from a buyer and content creator to a successful brand founder, exploring her strategies in brand building, trend forecasting, and business management.

Career Journey: From Buyer to Founder Cass begins by recounting her professional background as an assistant buyer, where she not only managed purchasing but also played a pivotal role in product development for private label brands. “I was the main person providing all their inspiration” (00:51). Realizing the limitations within the corporate fashion environment, Cass decided to leverage her skills and personal brand to launch her own venture. “The end goal was always to be able to eventually start something myself” (01:58).

Brand Building and Product Development AUREUM, initially launched with statement chain necklaces, has since expanded to include belts and sunglasses, celebrating one year since introducing these categories. Cass emphasizes offering high-quality, luxury products at accessible price points. “Providing high quality luxury products at a fraction of the price point” (03:15). The brand's rapid growth is attributed to Cass's expertise in trend forecasting and maintaining short lead times, enabling AUREUM to stay ahead of market trends. “Our belt lead time is six weeks, eight weeks” (04:56).

Trend Forecasting and Business Management Cass highlights the importance of identifying market gaps and understanding emerging trends, a skill honed during her time as a buyer. This foresight allows AUREUM to innovate and introduce products that resonate with consumers. “Being able to figure out at least six months or plus ahead of what we think is gonna be trending” (06:25). Managing the business alongside her husband, Matt, Cass discusses the challenges of maintaining boundaries and delegating responsibilities to sustain growth. “We are literally boots on the ground” (07:28).

Content Creation and Brand Aesthetics Transitioning to a founder-first mindset, Cass shares her involvement in the creative aspects of AUREUM, from designing to styling shoots. She utilizes both professional cameras and her iPhone to create authentic, visually appealing content. “Highlight myself and then invert and make the background darker and desaturated” (31:31). This approach ensures that AUREUM's social media presence aligns with the brand’s elevated yet accessible image.

Working with Her Husband: Balancing Personal and Professional Cass and Matt's partnership is instrumental in AUREUM's success. While they navigate the complexities of running a business together, their complementary skill sets—Cass’s creative prowess and Matt’s operational focus—create a balanced dynamic. “He’s very intense and type A, and I feel like he's taught me how hard I need to work” (34:06). This synergy allows them to push each other towards excellence while managing day-to-day operations effectively.

Personal Style and Inspiration Cass describes her personal style as classic and easy, favoring loose bottoms paired with tighter tops to maintain a balanced and chic look. This minimalist foundation allows her to incorporate AUREUM’s statement accessories seamlessly. “Dress simply, let your accessories do the talking” (35:19). Her journey in refining her style inspired the creation of AUREUM, aiming to provide elegant accessories that elevate everyday outfits without the need for significant wardrobe investments.

Business Insights and Future Goals Looking ahead, Cass aims to continue expanding AUREUM’s product categories while maintaining the brand’s commitment to quality and affordability. “Even if it’s outside of accessories, kind of our ethos of like, dress simply, let your accessories do the talking” (35:19). She plans to introduce new products thoughtfully, ensuring each addition aligns with AUREUM’s core values and customer expectations.

Conclusion Cass DiMicco’s journey from a corporate buyer to a flourishing brand founder underscores the significance of leveraging personal strengths and market insights to build a successful business. Her dedication to quality, trend awareness, and authentic content creation has positioned AUREUM as a beloved brand in the accessories market. Listeners are encouraged to follow AUREUM on Instagram at @orium.collective and visit their website at oriumcollective.com to explore their range of stylish, affordable luxury accessories.

Notable Quotes:

• “I was the main person providing all their inspiration” (00:51)
• “Providing high quality luxury products at a fraction of the price point” (03:15)
• “Our belt lead time is six weeks, eight weeks” (04:56)
• “Being able to figure out at least six months or plus ahead of what we think is gonna be trending” (06:25)
• “Dress simply, let your accessories do the talking” (35:19)