As part of our Create & Cultivate x Vistaprint Brand Campus, we’re sharing all the ways that Vistaprint can help you grow, adapt, and evolve your business. Explore ‘Real Stories’ from Vistaprint Alums, and learn how entrepreneurs use Vistaprint as a one-stop-shop for all of their small business marketing solutions.
Whether you’re sourcing a physical product, seeking digital design services, or simply looking for inspiration, Vistaprint is the marketing partner that enables small business owners to elevate their brands – at every stage of their journey. Read on to discover how real business owners use Vistaprint's design capabilities and wide product selection to help their businesses grow organically—and how you can too.
Cass Dimicco, Co-Founder, Aureum Collective
What do you love most about having your own brand/ business?
I love that everyday is a new challenge. Our team is very small so I’m constantly developing new skills in every area of the business. One day I’m tapping into my creative side designing new pieces or coming up with our next campaign, the next day I’m strategizing business development or coming up with a marketing plan.
Have you always been entrepreneurial? What led you to take that first step and establish your own brand/business?
I’ve always been someone who isn’t afraid to think differently and take some risks. When I decided to launch Aureum I believed in myself and what I was capable of. I think it’s important to take it one step at a time and trust in your abilities to learn as you go. Sometimes the greatest lessons can only be learned through firsthand experience, so I was not intimidated by not having a formal business background.
What challenges have you faced in launching your brand / business? How did you overcome them?
Right now, our biggest challenge is expanding our team and scaling. Finding the right people is key to growing your business but it’s not always easy to find people with the same level of passion. I’ve been asking my peers who have experience building a team for advice – never be afraid to ask for help.
“Aureum has always relied heavily on visuals to tell the story of our brand. We love being able to utilize the Vistaprint postcards to add campaign imagery and a note from the founders. ”
How has Vistaprint helped you grow, evolve, or adapt your business? What are some of the tools and services you have used and how did they help you?
Vistaprint's design capabilities and wide product options have enabled me to personalize my product experience and made the customer unboxing experience Instagram-able, which has helped my business grow organically. We include a postcard made with Vistaprint in every one of our orders. It’s the little touches that make a customer want to come back and purchase from you again.
How do visual elements play a role in your branding? How are they important to your overall marketing strategy?
Aureum has always relied heavily on visuals to tell the story of our brand. We love being able to utilize the Vistaprint postcards to showcase our latest campaign imagery and include a note from the founders. Exciting visuals encourage customers to share their purchase on social media which has been vital to reach new potential customers. We pride ourselves on having strong campaign imagery and it is one of the most exciting parts of running the business and building our brand. Vistaprint helps make it all possible.
“Don’t always follow the playbook of how things are supposed to be done. Sometimes having no experience is the best way to be innovative and think from the customer’s perspective instead of a business owner.”
What tips would you give to other aspiring female entrepreneurs to help them launch or scale their businesses?
Don’t always follow the playbook of how things are supposed to be done. Sometimes having no experience is the best way to be innovative and think from the customer’s perspective instead of a business owner.
What would you like to see change for the next generation of female entrepreneurs?
I haven’t gone through the process of raising money for Aureum but when I hear how low the percentage of VC funding goes to female entrepreneurs it’s really disappointing. I hope for the next generation I see more opportunity for women to raise capital to fund their businesses.
Cass Dimicco is an entrepreneur and digital talent. In September 2019, Cass founded jewelry brand Aureum Collective alongside her fiancé, Matthew. Aureum is a jewelry brand of statement pieces designed to elevate the everyday. The brand has quickly grown into a 7-figure business and has been seen on countless top influencers and celebrities, including Kylie Jenner, Bella Hadid, Emily Ratajkowski, and Hailey Bieber. The pieces range from plated to demi-fine and are made in the US and designed by Cass DiMicco herself.
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