Brand Story

Darren, the art director of aurora Silk, is an international master of art. At the age of 22, he served as the chief product designer for a research institute with a scale of 300 people and was called a design genius by Timoty Preheim, the president of the Illinois Institute of Technology in the United States. He was once awarded the US China Outstanding Contribution Award by the USCN organization of the United States together with the renowned American inventor and founder of the space shuttle, Elon Musk.

For over three decades, Darren has maintained his hobby of traveling every year. Whether on the Champs-Elysees in France, Fifth Avenue in Manhattan, USA, or the Corridor of Emmanuel II in Milan, Italy, he found that Chinese-made products could be sold at high prices in high-end stores around the world with brand labels, and there was still much room for improvement in the quality of the products. This situation deeply touched him, a master of craft design, and also made him wonder, “Is there a brand that consumers can purchase in China at a price lower than that abroad?” Doubts. Regrettably, the answer is no. So, Darren decided to introduce the aurora brand concept to China and position the brand as a silk brand with high cost performance, high quality and high taste, enabling the vast number of Chinese enthusiasts who pursue high quality to purchase international high-standard silk without spending a lot of money.

In 2012, the aurora brand entered China. Within just three years, it gained a certain degree of popularity and reputation within the industry and received unanimous recognition from both insiders and outsiders. Exquisite craftsmanship, beautiful patterns, fine designs, precise coloring, meticulous creation…… Darren and the aurora team, with their unwavering original aspiration and perseverance, have brought forth one perfect silk scarf after another. He said that his greatest wish was to make Chinese women realize through aurora silk that beauty is not the privilege of a few, but the right of every woman. aurora makes every woman as beautiful as a goddess.