When Cass DiMicco founded her jewelry brand, Aureum Collective, in 2019, she became the face of the brand. An influencer in her own right with nearly 500,000 followers on Instagram, DiMicco models all the products and is featured heavily in the brand’s advertising, in addition to founding and designing for the brand. According to DiMicco, she initially worried that her existing audience wouldn’t be enough to launch the brand. At the time, she only had 150,000 followers. “I thought that you needed to have a million followers to be able to launch a successful brand, but I realized that’s not exactly the case,” DiMicco said on the latest episode of the Glossy Podcast. “I had 150,000 followers, but those people were all following me specifically for fashion and style. Whatever brand I ended up creating, their tastes would align with it.” DiMicco spoke to Glossy about how she founded her brand, how her own influencer status plays into the brand’s marketing, and how she’s navigating pricing and luxury in the changing climate.

Roxanne Assoulin has been in the jewelry business for over 40 years. But, thanks to its reliance on bold colors and youthful designs, her 7-year-old namesake brand feels as fresh as ever. Prior to launching her own brand, Assoulin designed for major brands like Michael Kors and had her jewelry sold in major department stores like Neiman Marcus and Saks Fifth Avenue. Her current brand took off thanks to boosts from influencers like Leandra Medine, who happens to be a friend of the family. “We never paid influencers,” Assoulin said on the latest episode of the Glossy Podcast. “Leandra had dated my son when she, like, 17. She’s best friends with my daughter-in-law. I asked her to come to the office and tell me what she thought of what I was working on, and she took some pictures. I said, ‘Don’t post those pictures anywhere,’ and she said, ‘No worries, no worries.” That night, she posted them.” The early buzz helped propel the brand, which grew 300% between 2017 and 2018. Now, Roxanne Assoulin is carried by both online retailers like MatchesFashion and brick-and-mortar stores like Nordstrom. But in many ways, Assoulin said she’s still figuring out where to take the brand next. She characterized herself as a “gut person,” who focuses on her own creative sense to help guide the business through challenges like the pandemic and the current decreased spending caused by inflation. For this week's Glossy Podcast, she spoke with Glossy editor-in-chief Jill Manoff about this philosophy, as well as her work with influencers, her history in the business and the inspiration behind her colorful jewelry.