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Our Values

A.U.R

A.U.R offers chosen pieces with the greatest care and hand-embroidered in France, with a 24 carats gold string, and natureas an inspiration.

Revalued

By renewing with the lost value of surrounding objects.

Ethical

By trying to improve the work condition of our helpers.

Handmade

By adding value and passing down exceptional savoir-faire .

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High-end

By creating unique pieces of precious clothing item.

Responsible

By raising public’s awareness about the news ways of consuming.

Made in France

Because producing locally lessen the carbon footprint.

A.U.R means Artisanat (Handicraft) – Unique – Revalorisé (Revalued)

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A.U.R means Artisanat Unique Revalorisé

Our Initials

Handicraft

The handmade crafts (or Artisanat in French), is the transformation of products or the execution of services
of services through a specific savoir-faire incompatible with the mass-production spirit.
The production of decorative items is made by hand
with traditional material and tools by a local labour.
A.U.R’s unique pieces are embroidered with a 24 carats gold string
by hand, by our craftsperson, and in France.

Unique

Who’s the only existing one of its type, or unusual, or special, and opposed to double, triple, etc.
Who’s the only one of its type in a certain context: It’s a unique leaf.
Who’s astonishing because of its exceptional and singular characteristic: It’s a unique shirt.
Who’s distinguish itself from the others by its originality, its qualities: A unique person.
Each leaf is unique, each piece is unique.

Revalued

To give more value, more importance to something.
To add prestige, a greater value to something.
Synonyms: increase, raise, accentuate.
A.U.R revalue the past today to embellish tomorrow.

The creator

“My connection with clothes is both singular and precious. It is filled by the beautiful stories told by my grandmother during my childhood. From them I learned to discern the soul of the clothes. These stories remind me all the hands necessary to their production: from the gathering of the raw materials to the spinning by way of the cutting, the sewing, and the finish; all of these essential stages for the birth of a clothing item. My will is to share this new look by offering unique pieces, recycled, and handmade with gold string.”

“I want to renew with the lost value of the surrounding objects. The relationship with the clothing item is not only utilitarian, but also become precious in the style and in the substance. It fills us with wonder by its story and its beauty. The choice of using gold is symbolically strong. Since always, gold represents the precious material par excellence; It makes light dance and catch the sight; It enable to add an emotional value to its true value. Joined to this embroidery’s savoir-faire, the nature’s patterns become as precious.”

“The clothing item becomes jewel.”

“I do hope to share with you the emotions that a clothing item and its story are giving me. Because at the end, it’s a simple story of strings, of knots, of transmission, and of links, links among people.”

lena lelu fondatrice aur artisanat unique recycle marque upcycling

Léna Lelu

Creator of A.U.R

“My connection with clothes is both singular and precious. It is filled by the beautiful stories told by my grandmother during my childhood. From them I learned to discern the soul of the clothes. These stories remind me all the hands necessary to their production: from the gathering of the raw materials to the spinning by way of the cutting, the sewing, and the finish; all of these essential stages for the birth of a clothing item. My will is to share this new look by offering unique pieces, recycled, and handmade with gold string.”

“I want to renew with the lost value of the surrounding objects. The relationship with the clothing item is not only utilitarian, but also become precious in the style and in the substance. It fills us with wonder by its story and its beauty. The choice of using gold is symbolically strong. Since always, gold represents the precious material par excellence; It makes light dance and catch the sight; It enable to add an emotional value to its true value. Joined to this embroidery’s savoir-faire, the nature’s patterns become as precious.”

“The clothing item becomes jewel.”

“I do hope to share with you the emotions that a clothing item and its story are giving me. Because at the end, it’s a simple story of strings, of knots, of transmission, and of links, links among people.”

lena lelu fondatrice aur artisanat unique recycle marque upcycling

Léna Lelu

Creator of A.U.R

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