Aurera

Brand Identity, Strategy, System Design

Aurera is a jewelry brand born from a simple, provocative question:What if the most valuable materials of tomorrow aren’t mined, but reclaimed from the devices we discard today?

Developed the brand strategy, and multi-touchpoint design system for a new kind of luxury label that transforms e-waste into modern heirlooms. The project explores how design can redefine value in a world facing material scarcity, environmental urgency, and shifting consumer expectations around transparency.

Brand Identity, Strategy, System Design

Aurera is a jewelry brand born from a simple, provocative question: What if the most valuable materials of tomorrow aren’t mined, but reclaimed from the devices we discard today?

Year

2024

Timeframe

10 Weeks

Project Type

Academic

Category

Brand Identity, Narrative Design, Art Direction

Role

Creative Strategist, Brand Designer (Team of 4)

Tools

Adobe Creative Suite, Canva, Claude, ChatGPT, Figma

Deliverbales

Brand system, product strategy, UX flows, UI screens, business model, pitch deck

MARKET CONTEXT

Consumer demand for ethical luxury is accelerating, driven by a cultural shift toward accountability and transparency. Searches related to recycled jewelry, vintage jewelry, and second-hand jewelry have seen significant global growth in recent years (Google Trends, 2023).

Yet most mainstream jewelry brands continue relying on mining-intensive supply chains—systems known for high carbon emissions, environmental degradation, and unsafe labor conditions. This disconnect between consumer values and industry practices presents an opportunity for brands rooted in transparency, traceability, and innovative material sourcing.

MARKET CONTEXT

Despite the facts, most mainstream jewelry brands continue relying on mining-intensive supply chains, systems known for high carbon emissions, environmental degradation, and unsafe labor conditions.

MARKET OPPORTUNITY

Electronic waste is the fastest-growing waste stream globally, generating more than 40 million tons each year (United Nations University, Global E-Waste Monitor). Despite the immense material value embedded in discarded electronics, only 12.5% of e-waste is formally recycled.

Within this waste lies an estimated $57 billion USD worth of recoverable metals such as gold, silver, and copper (UNEP, 2020). Recovering and refining these materials requires dramatically fewer resources than traditional mining and offers a more sustainable, circular alternative for luxury manufacturing.

MARKET OPPORTUNITY

Aurera positions itself at the intersection of these two realities -rising ethical consumerism and the untapped potential of technological waste -to reimagine how precious materials enter the world of luxury.

INSIGHTS