It’s a different design, but still. Aurate claims the “traditional retail price” for this piece is $1,378. I would be shocked if that was true. This piece almost certainly costs Aurate less than $100 to make.
This brings us to the biggest issue I have with Aurate. They make marketing claims that are either misleading, lack evidence or are outright false.
I don’t have a problem with most marketing claims. “Low prices” or “high quality,” for example, mean different things to different people, and that’s okay.
But Aurate’s claims aren’t just matters of opinion. The issue is so bad, the Better Business Bureau gives them the lowest rating possible—but more on that in a minute.
Let’s start with the claim they contradict themselves.
“Made in NYC.” On the home page, Aurate says, “Everything you see is made from 100% recycled gold sustainably made here in NYC.”
But on their “Our Story” page, it explains that “the majority of our pieces are made locally, right in the middle of Manhattan [...] We source from Asia to the Middle East to South America, to simply bring the finest craftmenship [sic] straight to you.”
They can’t both be true. How many pieces does Aurate make in NYC, and how many in Asia, the Middle East, and South America?
“Guaranteed for life.” Again on the home page, Aurate makes this claim. On their repair page, all they mention is “complementary replating or repolishing.” The Better Business Bureau found that this claim was “in violation of the BBB Code of Advertising.”
“Industry standard” 1.5-micron vermeil. On the “Our Story” page, Aurate claims they use 2.5-micron gold in their vermeil, higher than the “industry standard of 1.5 microns.”
But 1.5 isn’t the industry standard—it isn’t even legal. The US Code of Federal Regulations states that gold vermeil must have a “minimum thickness throughout equivalent to two and one half (2 1/2) microns.”
Nickel-free. In response to “Do any Aurate pieces contain nickel?” The “Our Jewelry” page says, “Absolutely not. We only use 14- or 18-karat gold.”
The problem is that 14k and 18k gold contain 10k and 8k of alloy metals, respectively. And white gold universally uses nickel for this alloy—it’s what makes it white.
Nickel-free white gold replaces nickel (a cheap metal) with palladium (which costs more than gold). Nickel-free white gold costs more than yellow or rose gold, but Aurate charges the same for some reason.
Confusion on these black-and-white issues makes it hard for me to trust the brand on other details like their jewelry quality and supply chain sustainability.
What Aurate reviews say about the brand
There aren’t a lot of Aurate reviews online, but what I’ve found is mostly negative.
As I mentioned earlier, the Better Business Bureau gives Aurate a rating of “F,” the lowest I’ve ever seen for a jewelry brand. This is due to complaints against the brand and advertising issues.
On Trustpilot, the only other third-party site I found with user reviews, the brand has 2.8 of 5 stars. The reviews mention shipping problems and poor customer service.
The final word on Aurate
Overall, the quality of products you’ll find at Aurate seems in line with most online jewelry retailers like Gorjana, Mejuri, or Kendra Scott.
But with so many other competitors, it’s hard to find a reason to choose Aurate. Their prices are high, many of their claims don’t seem to hold up, and customer service seems to be lacking.