Cass Dimicco's Journey as a Founder

A story of instinct, resilience, and self-belief — Cass Dimicco reflects on how building Aureum became as much about personal growth as it was about creating a brand.

By Cass Dimicco

October 31, 2025

When I first started Aureum, I never could have imagined the path it would take me on. What began as a creative outlet, a way to design pieces I felt were missing from my own wardrobe, quickly grew into a brand that has become such a big part of my identity.

In those early days, I had no blueprint, no idea what I was doing. Just an idea, a vision, and the willingness to figure things out as I went.

One of the most important lessons I’ve learned as a founder is that you don’t need to have all the answers before you begin.

I’ve always led with instinct, whether it was launching a new category or hosting our first pop-up, each time I learned by doing. There were plenty of mistakes along the way, but those mistakes taught me how to adapt, pivot, and keep moving forward. If I had waited until everything was “perfect,” Aureum wouldn’t exist today.

I’ve also learned how powerful it is to build community along the way. Some of the most meaningful moments in my journey have been the times I’ve been able to bring people together, whether at a dinner, a launch, or simply through our pieces. As women, we often crave spaces where we can connect authentically, and it’s been so rewarding to see Aureum become a part of that.

If I could give one piece of advice to other women who want to start something of their own, it would be: trust yourself enough to take the leap. Surround yourself with people who support your vision, but also learn how to protect your own energy and stay true to what feels right for you. Not every opportunity will align with your goals, and saying no can be just as powerful as saying yes.

At the end of the day, being an entrepreneur has taught me that building a business is really about building yourself. The growth, the resilience, and the confidence I’ve gained along this journey are things I’ll carry forever. And my hope is that Aureum not only reflects my story, but inspires other women to create their own.