ADAPT AND MOVE FORWARD

WHO ARE YOU, AND WHAT DO YOU DO IN ONE SENTENCE?

Hi there! I’m Anne-Fleur, founder of Oro Jewels. It’s a fine jewellery label that blends new designs with vintage treasures, rooted in timeless style and built on an e-commerce-first approach.

⁠HOW DID YOU START IN THIS INDUSTRY?

My very first school project at age seven was about diamonds, so this fascination has been with me for as long as I can remember. After completing my business studies, I worked for a jewellery designer and trained as a goldsmith. What started as a passion project with my two sisters, sourcing vintage jewellery and selling it on Instagram, grew rapidly. That is where the journey of building Oro Jewels began.

HOW DOES A TYPICAL WEEK LOOK FOR YOU?

I start my days with morning routines before diving into a week full of variety. A mix of content creation, sourcing & design, collab & PR meetings and admin. I meet with my team on marketing, e-commerce and product drops. We always have lunch together, love good coffee, join a weekly pilates or Rocycle class together, and end Fridays with a toast to the week.

⁠WHAT’S THE BEST PIECE OF ADVICE YOU’VE EVER RECEIVED?

Start before you feel ready, and set goals so big they scare you a little. This mindset has pushed me to take bold steps and ultimately turn Oro Jewels into the business it is today.

WHO IS ONE PERSON YOU LOOK UP TO CAREER-WISE?

There are many founders I admire, but one of them is Kelly Wearstler, who built an incredible interior business and brand. Her work celebrates bold aesthetics, layered design infused with character and soul, which deeply resonates with me as a creative. That’s why I am beyond thrilled to see her wearing one of our Oro Jewels pieces.

WHAT MADE YOU WANT TO START ORO JEWELS?

I always knew I wanted to create something rooted in quality and aesthetics, and while working in the industry, I noticed a lack of transparent online brands offering high-end fine jewellery with real brand presence at accessible prices, which inspired me to build Oro Jewels.

CAN YOU RECALL A PIVOTAL POINT IN ORO JEWELS' JOURNEY THAT HAS TAUGHT YOU A VALUABLE LESSON? WHAT WAS IT?

Earlier this year, almost all of our stock was stolen. It was heartbreaking to see so many hours of craftsmanship and passion disappear, not to mention the financial impact. Yet it taught me resilience and reminded me of the strength of the community we have built around Oro Jewels. It also showed me the importance of constant innovation in business. Setbacks will happen, but it is how you adapt and move forward that defines you.

⁠HOW HAS YOUR DESIGN STYLE EVOLVED? WHAT HAS INFLUENCED IT?

My designs are a mix of classic timelessness with a bold and unique edge. With the foundation of our timeless classics firmly in place, I now add statement designs and unique pieces to stand out and occasionally steal the show.

⁠WHAT CHALLENGES ARE UNIQUE TO RUNNING A BUSINESS WITH FAMILY? HOW DO YOU DEAL WITH THEM?

My sisters are less involved compared to my role in the business, but they will always be part of our DNA and brand. In the beginning, it was Oro talk nonstop at family dinners, birthdays, etc., so we had to set clear boundaries. Also, honest communication has been key, and because we understand each other well, it works.

⁠WHAT DOES BEING A CREATIVE DIRECTOR AT ORO LOOK LIKE, AND WHAT PARTS OF THE ROLE DO PEOPLE OFTEN NOT SEE?

I oversee the collection, the brand’s strategy, look and feel, campaigns and collaborations, and I create much of our content and photography myself. As a founder, I am also a generalist, taking on financials and partner relationships, which is valuable but at times takes energy away from my creative strength.

⁠HOW DO YOU STAY MOTIVATED THROUGH DIFFICULT TIMES AND MAINTAIN PERSONAL WELL-BEING?

I return to the reason I started and romanticise the life I am building. Letting go of attachment to the end goal can be refreshing too, and although it may sound counterintuitive, it helps me find balance. I stay loyal to my wellness routines like meditation, healthy eating, workouts and sauna, and I believe inner work is the foundation for lasting outer results.

⁠IF SOMEONE WANTED TO START THEIR OWN JEWELLERY BRAND TOMORROW, WHAT’S THE ADVICE YOU WISH YOU’D GOTTEN AT THE BEGINNING?

Partner with people who have complementary talents so you can focus on your own strengths. I believe the golden triangle is having someone highly creative, someone strong in structure, and someone commercially driven.

⁠WHERE DO YOU HOPE TO TAKE THE BRAND OVER THE NEXT 5 YEARS?

Oro Jewels will be the go-to international online brand for inspiring and aesthetic high-end jewellery at price points within reach, where a strong community celebrates milestones with timeless pieces through unique collaborations and pop-ups.

If you want to know more about Anne-Fleur, give her a follow on Instagram