Amelia founder of Auree

Auree launches sparkling fundraiser

Auree launches sparkling fundraiser

Amelia Bainbridge, founder of Auree Jewellery, tells us about her collaboration with Wandsworth charity Little Village

South West London jewellery brand Auree has created the stunning  Rowfant Rainbow Charity Hoop earrings in support of the charity Little Village, with 100% of profits from the earrings donated to the charity supporting its vital work to keep children warm, clothed and entertained, and with a safe place to sleep.

We asked Amelia to tell us more…

Love the idea of the earrings in aid of Little Village. And they’re so beautiful. How did the idea come about?

Little Village is such a wonderful charity and they do such an incredible service but it is also heartbreaking to see how much it is needed. Through the collaboration we hope to spread the word and raise money for this crucial service. Our new rainbow design symbolises hope and solidarity, which is what Little Village is all about – one family’s gift to another. The myriad of colours represents children’s bright and joyful approach to life.

How you did you get involved with the charity?

I first heard about Little Village on Radio 4 when I was driving to a Christmas Fair we were exhibiting at. I was so moved by what they were doing that as soon as I got home, I looked it up and was thrilled to discover it was based in Wandsworth where I lived. I was pregnant at the time with my second child and I got in touch to offer my help in any way I could. Ever since having children, anything connected to children really seems to get to me and it is so lovely to be able to do something to help. One evening a week I work with a wonderful group of volunteers to help sort through donations and get them ready for families who are in need. The charity is organised brilliantly and it is incredible to see what they are able to achieve week by week. It is also really lovely to see the local response and generosity from families who donate clothes and equipment.

In a recent survey, nearly nine in ten (88%) baby banks say children living in poverty will go without essentials such as nappies as a direct impact of the pandemic. This needs addressing urgently. Children are living without essentials, they are going hungry and are likely to suffer long-term consequences as a result of Covid. No child deserves this.

Little Village are on track to help over 6,000 children this year with clothes, equipment, toys – and crucially, support and kindness when these families need it the most.

What inspires you in terms of your jewellery?

Travel, places and people’s stories of adventure are a constant source of inspiration. If anything, I sometimes have to reign myself in and just pick a few designs to launch.

Auree is a way of living, not just a look, so we have a diverse range of workshops to cater for different styles and tastes. Which, as a restless traveller, is brilliant for me.

As a local, what do you love about the area?

I’m a Londoner born and bred. My husband and I moved to Earlsfield seven years ago and absolutely love the area. We have two small sons and a (very lively) spaniel – all of whom love the parks that we are lucky enough to be surrounded by. Auree began from the kitchen table of our home. An easy commute, although it quickly became a little cosy for us to fit in! Our office is now off Garrett Lane overlooking The Wandle which is pretty hard to beat. Our team live within the local community too.

We feel so lucky to live in such a friendly neighbourhood and always try to support our local small businesses. From breakfast at Bean & Hop, coffees at Flotsam & Jetsam to delicious office lunches at The Thai Grocer (especially during the Christmas rush!). We also love Southfields, Northcote Road and the Bellevue Road (where Auree is stocked at the lovely POM London).

What next for you and the business?

The best cocktails take time to make, that’s our mantra. We celebrated our fifth birthday last year and I hope the next five years will be as exciting as the first. Our focus has always been on exceptional service and it’s exciting to see things taking off. We have ambitious plans and I feel strongly that we need to continue to focus our efforts on sustainability and listening to what our customers want.

Find out more about Little Village.