Where Conscious
Commerce Funds a Better Future
With a simple but radical belief: that the systems funding our future are broken. The world of venture capital, the engine of innovation, has long been an exclusive club, structurally blind to the vast majority of talent. A staggering 98% of all venture funding goes to companies founded by men, leaving a wealth of brilliant ideas from women, people of colour, and other underrepresented founders on the sidelines.
This isn't just a social issue; it's a market failure. We are all missing out on the world-changing companies that never get a chance to start.
We knew there had to be a better way. So, we decided to build one.
Our Model: A Flywheel for Change
We are more than a brand. It's a self-sustaining ecosystem designed to redirect the flow of capital to those who deserve it most. It’s a simple, powerful cycle fueled by you:
- It Starts With You: You discover and fall in love with our thoughtfully designed, sustainable products for your home and life.
- Your Purchase Has Power: With every purchase you make, we transparently allocate 5% of the revenue to our in-house venture fund.
- We Invest in the Overlooked: Our fund invests exclusively in the game-changing, early-stage startups led by the underrepresented founders that traditional finance ignores.
- We Share the Impact: We bring you the stories of these incredible entrepreneurs. You get a front-row seat to their journey, seeing the direct impact of your purchasing power. This inspires more people to join our community, which drives more sales, funds more founders, and creates more change.
This is not charity. This is a new model for capitalism—one where your everyday choices create a powerful and virtuous cycle of opportunity and innovation.
Our Community
A Collective of Changemakers
What truly makes us special is our community. We are a collective of conscious consumers, passionate innovators, and forward-thinkers who believe in the power of collective action.
When you join, you become more than a customer; you become a patron of innovation. You get exclusive access to the stories of the founders we back, join conversations that are shaping the future, and connect with a global network of people who, like you, want to see their values reflected in the world.
We are rewriting the rules of commerce and venture capital, and we want you to be a part of it.
Our Products
Goods You Can Feel Good About
Our mission begins with products that align with our values. Every item in the collection is crafted with an unwavering commitment to sustainability, quality, and beautiful design. From plastic-free personal care to ethically sourced home goods, we create products that are better for you and better for the planet.
When you bring Aura into your home, you're not just buying a product. You're casting a vote for a more conscious and sustainable world.
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