As much as Aurelia Demark (pictured) describes herself as a fast thinker and hardworking, she also admits to being a sentimentalist whose view of the world is rose-colored—and perhaps decorated with bows and lace trimmings.
Details like that show up throughout Demark’s eponymous jewelry brand, as in the ribbon motif on blue topaz earrings or her floral earrings inspired by eyelet embroidery and sparkling with diamonds.
The former Tory Burch merchandising manager debuted Aurelia Demark in 2017 to honor her family’s tradition of investing in heirloom charms and pendants upon the birth of a child. Her inaugural collection, Les Joujoux (French for toys), features animals that children love, including the elephant Demark and her mom had designed to celebrate the birth of Demark’s first daughter in 2015.
Demark says her mother and grandmother play important roles in her jewelry work and her ideas about using jewelry to celebrate life’s most meaningful milestones. One of her favorite Aurelia Demark designs is the four-leaf clover, which Demark created for her grandmother, who always searched for that lucky symbol.
“My first jewelry memory is playing with my mother’s charm bracelet that has a duck charm she designed to commemorate my birth,” adds Demark. “Another memory is her going to a costume party dressed as a flapper. She was head to toe in pink and had incredible beaded earrings, necklace, and bracelets.”
Now based in Palm Beach, Fla., Demark grew up in a family that moved frequently, giving her a unique perspective on life in the United States. She was born in Phoenix, moved to Cincinnati while in middle school, and graduated from St. George’s School outside Newport, R.I., in 2001.
Then it was on to the University of Colorado at Boulder, where she majored in journalism and art direction. After graduating in 2005, Demark settled in New York City, finding her first job as a receptionist at Hugo Boss. From there, she spent two years at Stuart Weitzman in marketing and public relations.
Joining Tory Burch as a sales account rep for accessories proved her most significant career move to date. During her seven years at the fashion line, Demark switched into the merchandising department and ended up being merchandising manager for jewelry and small accessories.
The desire to work for herself grew after Demark became a mother—and jewelry was her first choice for a business.
“I have always loved jewelry. I made jewelry when I was in high school and college. Working in fashion jewelry at Tory Burch made me realize I really wanted to continue working in the industry and making pieces that have meaning,” she says. “There’s something special about adorning yourself with wonderful pieces that make you feel beautiful.”
From early in her career, Demark knew she didn’t want to work in costume jewelry with its fast-fashion approach and constant collection churn. Instead, she wanted her brand to stand for jewelry that is passed down from mother to child across generations.
“Jewelry is so personal,” Demark says. “I would say my philosophy is to wear jewelry that resonates on an aesthetic or sentimental level. Wear whatever makes you happy and makes you feel beautiful.”
(Photos courtesy of Aurelia Demark)
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