Exploring the notions of desire and tasteful provocation while maintaining a focus on quality and comfort, Aurore is an empowering brand thar creates ‘feel good lingerie.’ At the heart of the brand is the modern-day woman who celebrates her femininity in a powerful and chic way. Designed beautifully in London by women for women, all pieces are made with fabrics that can last a lifetime in the most ethical manner possible. In fact, Aurore targets consumers who are environmentally conscious and driven to change the world to be a better place.
Introduce yourself. Tell us about why you decided to create Aurore Lingerie?
Ever since my teenage years, lingerie has always been my passion. To me it is the most important item of clothing in the wardrobe; the closest thing that one can have to the body and it is also the ultimate "hidden” mood uplifter that helps you feel glorious throughout the day and night.
Aurore is a combination of multiple passions: a passion for unique luxury materials, excellent fit and the "feel good" atmosphere lingerie brings, but most importantly it is the embodiment of sophistication, minimalism and sustainability together. I am very dedicated to conscious fashion in fact, I place great attention to the ethical production process and am involved in every detail from sourcing the materials to the packaging.
What quote do you live by?
“If my mind can conceive it, and my heart can believe it - then I can achieve it.”
What is the most difficult aspect of running your own label?
Battling Facebook and Instagram ads! We are considered to be too sexy for Instagram, and as a result often get shadow banned. Moreover, when selling lingerie getting our creations in front of many people as possible is challenging especially when we do not have large marketing budgets and do not get preferential conditions like bigger brands.
You are committed to ethical transparency and sustainability, what does this mean to you?
I think sustainability is no longer an option for the fashion industry, it is an absolute must. For us it means doing the best we can to reduce the negative impact on Earth every step of the way - upcycling (materials), recycling (packaging), reusing (packaging). To us ethical practices in work within the team as well as with others is a way of living - there is no sustainability without fair trade and running the business in a sustainable fashion. It is imperial to us that everyone we work with is not only compensated properly, but actually enjoys the work that they do. We have a very short line of communication with all suppliers and every customer is welcome to email me.
If we pair our efforts with other smaller brands making the impact on this planet, we can achieve a substantial result.
What has been the highest and lowest point on your journey so far?
Highest: customers often send thank you notes on how much like the lingerie. That always makes the day!
Lowest: 2020 has been tough enough as it is, and we are about to face the grand finale of the year with a Brexit, which will include implications for business like ours. As a result, I have a feeling that over Christmas we will spend a decent portion of our time reviewing the new processes we need to set in place to make servicing our global customer base smoothly.
When there are setbacks how do you continue to stay motivated?
I find it helpful to remind myself of the grand goal and the bigger picture, so I concentrate more on solutioning. I believe that dwelling on the frustration of a setback does not allow you to move forward.
Empowering the modern-day woman seems to be an important part of your brand's ethos, how do you believe lingerie can help women of every shape and size feel good?
Lingerie is a powerful element for females, we often have a complex relationship with our body as it goes through natural life cycles, so we strive to empower women's lives through lingerie that is comfortable, of quality and excellent in fit. To us lingerie should not make you feel uncomfortable or unlike yourself, out of place or shape, quite the contrary!
We opt in for most flattering and comfortable designs like high rise thongs and balconette bras that tend to sit very favourably on nearly everyone (depending on their personal preferences of course).
Describe a typical day in your life?
Like many this year, I work from home. Each day is quite unique in its content, but here is the overall outline:
8am - I wake up
8-9am - yoga & coffee time
9am 10am - check emails
10-11am - marketing and communications daily
11- 12 - work on graphics
12-1pm - pack and send orders
1-2pm - Lunch
2-4 pm- check emails & catch up with agencies we work with in UK, US and Germany
4-6 pm - a daily dose of inspiration for new collection & search for new materials
6-8 pm - prepare dinner and clean up
9-10 - dinner & some time to read a book
11pm - turn off. 8-9h sleep is something that my body requires to recharge :)
Where do you see your brand in five years?
We aspire to continue to be a boutique brand with global presence following the same sustainability practices we have today. I am sure that new approaches to recycling and sustainability will emerge and where suitable, we will adopt those.
As per collections - in 2020 we have introduced the permanent pieces to our collection from soft mesh from Baltics. In 2021 we plan to start a capsule bridal collection and who knows, perhaps we can expand it!
If you could give one piece of advice to our readers, what would it be?
Learn to understand yourself and to love your body. The relationship you have with yourself is the most important one in your life.
How do you define success?
Doing a good and honest job that makes a positive impact.
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