Two Millennial entrepreneurs have set out to create the Warby Parker of fine jewelry.

Two Millennial entrepreneurs have set out to create the Warby Parker of fine jewelry. AUrate is a fine jewelry company that offers products direct-to-consumer and without the retail markup. Since June 2015, the brand has seen a 300% growth rate in sales, with many of their items selling out in less than a week. The two Princeton graduate founders were inspired by a “a true void in the marketplace,” and by cutting out the middleman are able to offer prices that are 50% less than competitors. The brand also donates a book to a child in need with every purchase. (Forbes)