Our Story So Far

Playful elegance meets everyday luxury. Made to be worn — and loved.

Meet the Founder

I'm Wendy Fynn, the founder and designer behind Aurora Wilde. With a background in fine art and design, and almost two decades of experience in ecommerce, I’ve always been drawn to the power of colour, texture and beautiful materials.

Years ago, I launched an investor-backed online retail business — an incredible journey I pressed pause on to start my family. Now, I'm excited to be building a brand that reflects where I am today: creative, considered, and full of colour.

I design jewellery for women like me — women who want their accessories to feel a little playful, a little different, but still grown-up. Jewellery that can stand up to real life (from handling a few showers to being tugged on by a toddler), and still feel like a small luxury.

 

Where our name Aurora Wilde comes from

The name Aurora Wilde stems from two things. Firstly, watching the aurora borealis from my bedroom window and being mesmerised by the beauty in nature. And secondly, from my late mother-in-law, whose initials were also AW. She was a incredibly hardworking mum - driven, ambitious, endlessly creative... and able to balance all that with the needs of her two small children. I hope I can echo not just her sense of style but her courage in business and all aspects of life.

We miss you every day, AW.

 

Dreaming big

Having grown up in South Africa, community development is really important to me. As such, I have big dreams for how I'd love the future of Aurora Wilde to evolve. You can read more about this over here, and do sign-up to our email list or follow us on social media to see what plans we have in mind — and what the future holds for us.

 

Stay wilde,

WF x

(Aurora Wilde founder)