Meet our Founder, Amelia
In case you're quite new to Auree or have been with us for a while, we thought it was a good time for you to get to know our founder, Amelia. We sat down and asked about her inspiration, what happens behind the scenes and which pieces she loves most.
Tell us a little about yourself…
I grew up in London and now live in South West London with my husband, two boys (6 & 9) and our increasingly aging but much loved spaniel. I have always worked in the jewellery industry and set up Auree just over 11 years ago. From the get go, I wanted to create beautiful jewellery that could travel through life with you and be worn every day - without being hidden away in a safe. We now have several workshops all over the world, and continue to make jewellery in Silver, Gold, Gemstones and Pearls. I feel very lucky as I love my job and have a brilliant team who support me. 
What was the inspiration behind your company?
My highly spirited Grandmothers - one, an intrepid traveller, the other a phenomenal multi-tasker both took on life with an enthusiasm and energy that influenced me from an early age. Both they and many of my friends have done (and do) incredible things, and I think that these inspiring independent women should have jewellery that will live alongside them and deal with the everyday hustle of our lives. The name Auree was one of my grandmother’s middle names.
What would a typical week at Auree be for you?
As with all small businesses, there is no typical week. For the last ten years, I have yet to have a week that doesn't throw something new at us. The good thing is, there is no risk of getting bored!
What are the best bits about running your own business?
There are of course highs and lows running your own business. Things you think will work that don't, challenges that you haven't expected. But I feel so privileged to have been able to build a business obsessed by all the things that I wanted out of a jewellery company that I felt I couldn't find - beautiful jewellery, made out of high quality materials, that I could afford to buy for myself with exceptional customer service. We have been so lucky with all the feedback from friends and customers over the years as a business, alongside a brilliant small team, partners and workshops to help make it happy. I get a huge amount of energy from being able to take feedback or see an idea and being able to go after it.
What's the worst thing about running your own business?
You never have a day off! And no IT department.
Where do you find your inspiration?
Travel, places and people’s stories of adventure are a constant source of inspiration. If anything, I often have to reign myself in and just pick a few designs to launch. This year I think the collections are probably my favourite ever - from very special personalised pieces, colourful gemstones to our interchangeable hoops - there is something for everyone.
Where would you escape for a city break?
Barcelona! The perfect place for a long weekend. It is rammed full of colourful inspiration and home to my favourites: Picasso and Gaudi - the inspiration for our bestselling Birthstone Collection which is full of gemstones and colour.
What are the biggest challenges you’ve faced over the years?
Juggling motherhood and Auree has been MUCH harder than I thought it would be. Auree was my first baby, and now I have two children too. Initially I really struggled to balance home and work but thanks to a brilliant team in the office and very kind grandparents who regularly save the dayI’ve got into the swing of it!
Was Auree the first business idea you've come up with or were there others?
Yes, I suppose it's always been Auree. Although truthfully the first would be a little shop I set up in my parent’s garden overlooking the beach when I was 8 years old. I sold a curious collection of ancient magazines, fairy cakes and rocks I had found on the beach that resembled animals. Perhaps even more curiously, people ACTUALLY bought them. All the money I raised went to Guide Dogs for the Blind so clearly people were either feeling very charitable towards the dogs or me!
What general advice would you give to the entrepreneurs of today?
If you have an idea that - do the research and just get on with it. And don't underestimate how much your friends can help you!
Who do you admire most and why?
Friends and family. Collectively, they all do the most incredible jobs and constantly amaze me with their juggling of families and careers. Liz Earle has always been a business superhero, and I was thrilled to spot her wearing our jewellery in Hello! Magazine a few years ago.
What’s the best piece of advice you’ve been given?
To make sure you do one thing every day that will directly impact or grow your business. There will always be admin to do but the discipline is to make sure you spend time on what really matters. It’s harder than it sounds!
What has been the bestselling collection of 2025?
This year has been all about gemstones. Our Sicilian Salina collection has been flying out - it is unique with its brushed gold disc and pretty lemon charm that hangs by the clasp. Available in our favourite gemstones, there are the earrings, bracelet and necklace. I just hope the workshop have made enough for Christmas!
What is your favourite new Collection launched this year?
It has to be the new pieces in our popular @TheEditButton collaboration. Full of sparkle, they couldn't be more Christmassy and I can't take mine off.
What Auree piece would be on your Christmas list?
It’s our Westwick quartet Gold Bracelet. Four discs that can be engraved. I love the thickness of the chain, the weightiness of the discs and the sentimentality of the engraving. Every time you look at it, it will remind you of someone special. I also love the new Fernshaw Hoop Earrings.
