By  on July 23, 2015

AUrate is taking the direct-to-consumer approach and bringing it to fine jewelry.

The e-commerce jewelry destination, founded by Sophie Kahn and Bouchra Ezzahraoui, aims to create a new market of affordable fine jewelry by cutting out the middle man and going straight to the customer. “We were analyzing jewelry and realized you either have jewelry that turns your finger green — it looks good, but you have to throw it away after six months — or you have real gold, real diamonds that are super overpriced and you are paying for the brand,” Kahn said. “I saw a gap in the contemporary jewelry market, where no one else is there because other businesses go through distribution channels.”

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