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Alexandra Di Nella of Aurore Tells Us About Sustainable Lingerie Brand

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Alexandra Di Nella Aurore

We talked to Alexandra Di Nella of Aurore about high-quality handmade lingerie and she had the following to say about it.

First of all, how are you and your family doing in these COVID-19 times? 

Alexandra Di Nella: Thank you for your concern, we are all safe and keeping ourselves home!

Tell us about you, your career, how you founded Aurore.

Alexandra Di Nella: Lingerie has been my passion from teenage years. It is the most important item of the wardrobe, the closest thing that one can have to the body and the ultimate “hidden” mood uplifter that helps you feel glorious through the day and night.

Aurore is a combination of multiple passions – a passion for unique and luxury materials, excellent fit and the “feel good” atmosphere lingerie brings. Most importantly, it is the embodiment of sophistication, minimalism and sustainability together. I am personally focusing my attention on ethical production in every detail from sourcing materials to packaging.

How does Aurore innovate? 

Alexandra Di Nella: We are committed to ethical transparency and sustainability, and with that, I think sustainability is no longer an option for the fashion industry, it is an absolute must. For us, it means doing the best we can to reduce the negative impact on earth every step of the way – upcycling (materials), recycling (packaging), and reusing (packaging). To us, ethical practices in work within the team as well as with others are a way of living – there is no sustainability without fair trade and running the business in a sustainable fashion. It is imperial to us that everyone we work with is not only appropriately compensated, but actually enjoys the work they do. We have a very short communication line with all suppliers, and every customer is welcome to email me.

If we pair our efforts with other smaller brands to impact this planet, we can achieve a substantial result.

How the coronavirus pandemic affects your business, and how are you coping?

Alexandra Di Nella: As we are focusing on the pure online presence, surprisingly, we had a relatively small negative impact throughout this year on our main operations and points of sales. Naturally, with our suppliers, we had to ensure safe operations through the pandemic, which resulted in pausing or postponing some of our production.

Did you have to make difficult choices, and what are the lessons learned?

Alexandra Di Nella: Yes. Postponing the release of collections due to the production delays.

How do you deal with stress and anxiety?

Alexandra Di Nella: I find it helpful to remind myself of my grand goal and concentrate on finding solutions. Dwelling on the frustration of a setback does not allow you to move forward. 

Who are your competitors? And how do you plan to stay in the game?

Alexandra Di Nella: By running our company with the core morals, which are: Sustainability (not just in materials we use, but in a way we run the business), honesty, customer excellence

Your website? 

Jean-Pierre is a polyglot communication specialist, freelance journalist, and writer for with over two decades of experience in media and public relations. He creates engaging content, manages communication campaigns, and attends conferences to stay up-to-date with the latest trends. He brings his wealth of experience and expertise to provide insightful analysis and engaging content for's audience.

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