Today we’d like to introduce you to Tiffany Chao
Hi Tiffany, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
Like many designers who transitioned into jewelry design, I couldn’t find the pieces I wanted to wear, so I began researching and building connections in downtown LA to create pieces for myself. I was also fortunate to have a chic, cosmopolitan mother who introduced me to the world of jewelry from a young age. Originally from Hong Kong, she taught me how to distinguish superior jade, identify prize pearls, and understand the meanings and symbolism behind various pieces of jewelry.
My mother loved to collect antique jewelry, so nearly every weekend, she would take us to Lang Antiques, the renowned San Francisco-based shop. My mom’s lessons and what I observed at Lang Antiques formed my initial education in jewelry. However, despite receiving a jade bracelet for protection and beautiful period pieces for special occasions, I never imagined jewelry would become my career.
Instead, I pursued a master’s degree in Public Policy and another in Urban Design, spending 11 years working on large-scale transportation infrastructure projects in Southern California and the Bay Area.
I first began designing by reinventing family heirlooms that I no longer wore. After creating my own personal collection, I started receiving requests from friends, family, and colleagues while I was still working in my previous job. I knew how to sketch and began having some pieces done in CAD and then cast and set with colorful stones. The more I designed, the more I realized that my aesthetic had a distinct sensibility: a blend of nostalgia, whimsy, and the pop colors of the ’90s—when I grew up—infused with an elevated, modern approach to fine jewelry.
My best friend, Sarah, and I began selling vintage and estate jewelry on Instagram. We then started offering our own designs. The response was so positive that we couldn’t keep up with demand, eventually launching a website under the same name. Over time, we expanded our offerings to include a mix of one-of-a-kind, limited edition, and staple production pieces.
My goal is to reinvigorate familiar, relatable concepts into jewelry that has a sense of wit, surprise, and always a touch of drama. I design for collectors who love to layer, mix, and contrast diamonds with vibrant gemstones, symbolism, meaningful motifs, and unexpected elements—pieces that, I hope, will always put a smile on their faces when they wear our jewelry.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Yes and no. We started AURORO in 2019, selling vintage and estate fine jewelry on Instagram. By the end of 2020, we launched our website, still uncertain that AURORO would ever become a full-fledged business. Balancing AURORO with a full-time job proved challenging, and in December 2022, I finally made the decision to leave my previous career and focus on AURORO full-time.
The first year of running AURORO, 2023, was difficult. Having always worked for a company, adjusting to managing my own time was a learning curve. I also tried to fit into the mold of what I thought a traditional jewelry business should be, but that approach didn’t work. Sales declined, and there were months when I couldn’t even pay myself.
By the end of 2023, I took stock of what had worked, what hadn’t, and made the necessary adjustments. That recalibration paid off, as we had our best year yet in 2024.
Appreciate you sharing that. What should we know about AURORO?
AURORO fine jewelry is thoughtfully designed and slowly made in downtown Los Angeles using hand-selected gemstones set in 14k or 18k gold. We are known for our one-of-a-kind pieces and vibrant, colorful gemstones. Some designs are produced in limited runs, and we will never mass-produce, ensuring that each piece remains special. Our designs mix nostalgia, play and pop colors of the 90s—the time in which Sarah and I grew up—with an elevated and relevant approach to fine jewelry.
Contact Info:
- Website: https://shopauroro.com/
- Instagram: @auroro.world
Image Credits
Glenna Gordon
