In the glittering constellation of fashion accessories, one brand shines with unparalleled brilliance. A-Morir, the brainchild of the indomitable Kerin Rose Gold, has redefined luxury eyewear with its signature crystal-encrusted creations. This is the story of how a personal project, born from adversity, blossomed into a thriving business that's reshaping the accessories industry and capturing the hearts of celebrities and fashion enthusiasts alike.
From Illness to Inspiration: The Genesis of A-Morir
Kerin Rose Gold's journey to entrepreneurship was as unexpected as it was inspiring. Diagnosed with colitis in 1999, Gold spent nearly a decade battling a debilitating illness that derailed her initial career aspirations. It wasn't until 2008, when a new medication brought her into remission, that Gold found the opportunity to reassess her life's direction.
"When you're that sick every day, you don't think to yourself, 'I'm going to grow up and be an artist.' You're just like, 'I just need to figure out how to make a living doing something easy.'"
This period of reflection, coupled with advice from a former boss to take time off and reevaluate, set the stage for Gold's creative awakening. Little did she know that this pause would lead to the birth of a brand that would redefine luxury eyewear.
The spark that ignited A-Morir came from a simple need: Gold had lost her sunglasses and couldn't find a replacement that excited her. Taking matters into her own hands, she purchased an inexpensive pair and adorned them with crystals. This personal project, born out of necessity and creativity, would soon catapult her into the spotlight of the fashion world.
The Crystalline Ascent: From Side Hustle to Celebrity Favorite
Gold's crystal-covered sunglasses immediately caught attention on the streets of New York City. The unique, sparkling accessories turned heads and sparked conversations wherever she went. It wasn't long before buyers at Patricia Field's boutique, where Gold worked part-time, encouraged her to create more pieces for sale.
The transition from a creative outlet to a full-fledged business happened almost overnight. Celebrity stylists quickly took notice of Gold's distinctive designs, leading to high-profile wearings by pop icons Katy Perry and Rihanna. The moment Rihanna was spotted wearing her designs, orders started pouring in, marking a turning point for A-Morir.
"I just made more money overnight than I did in two weeks at my last job."
This sudden success led Gold to set a modest goal: if she could match her previous annual salary of $27,000 within two years, she'd pursue A-Morir full-time. She surpassed this goal much faster than anticipated, though it took her some time to fully embrace her new identity as a designer and artist.
Overcoming Adversity: Health Battles and Business Growth
Gold's journey with A-Morir wasn't without its challenges. In 2011, just as her business was gaining momentum, she underwent surgery to have her colon removed. Despite this major health setback, Gold persevered, demonstrating remarkable resilience. She even traveled to Milan with a colostomy bag to debut her collection at the invitation of Vogue Italia, a testament to her unwavering commitment to her craft.
"Resiliency is not a badge of honor, it's just something that happens to people."
This experience underscores the immense personal strength required to build a business while managing health issues, a reality many entrepreneurs face but few discuss openly. Gold's openness about her health struggles has not only humanized her brand but also inspired others facing similar challenges.
As a newcomer to the fashion world, Gold initially followed advice that didn't align with her vision or business model. She learned through experience that the traditional wholesale model wasn't the right fit for A-Morir's unique, handcrafted pieces. Similarly, she discovered that the prevailing wisdom about online sales being "low-brow" was outdated and limiting.
Gold realized the importance of staying true to her unique business model and vision:
- She shifted focus to direct-to-consumer sales, allowing for better control over pricing and customer experience
- A-Morir now engages in select special projects with retailers, maintaining exclusivity while expanding reach
- This approach allows Gold to maintain creative control and forge direct connections with her customers
The Sparkle of Success: A-Morir's Unique Approach
Celebrity Endorsements and High-Profile Projects
A-Morir's distinctive aesthetic has attracted a star-studded clientele, with Gold's work adorning some of the biggest names in entertainment:
- Mary J. Blige wore a crystallized bodysuit and boots for a show-stopping performance
- Lizzo and her backup dancers were fully crystallized for a memorable Saturday Night Live appearance
- Beyoncé, Lady Gaga, and Nicki Minaj have all been spotted wearing A-Morir eyewear
These high-profile projects have not only boosted the brand's visibility but also allowed Gold to expand her creative horizons beyond eyewear, venturing into costume design and wearable art.
Marketing in the Digital Age
In today's digital-first world, A-Morir's marketing strategy is multifaceted and leverages various online platforms:
- A website redesign to better showcase the brand's story and products
- Strategic email marketing campaigns for new releases and sales
- Leveraging social media, particularly Instagram, to showcase celebrity wearings and new designs
- Collaborations with influencers and fashion bloggers to expand reach
Gold emphasizes the importance of authenticity in marketing:
"Do whatever feels organic and authentic to you—that's probably where you're going to thrive."
This approach has allowed A-Morir to build a loyal following and maintain a strong brand identity in a crowded marketplace.
Leveraging Technology for Business Growth
As an e-commerce business, A-Morir relies heavily on technology to showcase its products and streamline operations. Gold utilizes several Shopify apps to enhance her online store:
- Cozy Video Gallery and Cozy Image Gallery for showcasing press and celebrity photos/videos
- Klaviyo for targeted email marketing campaigns
- Pina Instagram Feed for seamlessly integrating social media content
- Buddha Mega Menu & Navigation for improved site navigation and user experience
These tools help create a rich, immersive online shopping experience that reflects the brand's unique aesthetic and allows customers to engage with the A-Morir world from anywhere in the globe.
The Craft of Crystal: Insights for Aspiring Entrepreneurs
Valuing Craft and Creativity
One of Gold's passions is advocating for fair pricing in the crafting community. She emphasizes the importance of valuing one's time and skill:
"I've become a crafting advocate because the crafting community so sorely undervalues its work."
Gold shares how early guidance on pricing helped her avoid undervaluing her products, a common pitfall for many craft-based entrepreneurs. She encourages other artists and designers to consider the following when pricing their work:
- Time spent on each piece, including design and production
- Cost of materials, including high-quality crystals and base products
- The unique value of handcrafted, limited-edition items
- The artist's expertise and reputation in the field
By setting fair prices that reflect the true value of her work, Gold has positioned A-Morir as a luxury brand while ensuring the sustainability of her business.
Building a Supportive Ecosystem
A-Morir's success isn't just about the products; it's also about the community Gold has built around her brand:
- Employing and mentoring fledgling crystal artists, providing opportunities for skill development
- Collaborating with other designers and artists on limited-edition collections
- Giving back to the community that supported her early on through workshops and speaking engagements
This approach not only strengthens the brand but also contributes to the growth of the entire crystal art community. By fostering a supportive ecosystem, Gold ensures that the art of crystal embellishment continues to evolve and thrive.
Looking to the Future: A-Morir in 2025 and Beyond
As we look ahead to 2025 and beyond, A-Morir is poised for continued growth and innovation. Here are some trends and predictions for the brand and the accessory market:
Sustainability in Luxury
The luxury market is increasingly focusing on sustainability, and A-Morir is at the forefront of this movement:
- Exploring eco-friendly alternatives to traditional crystals, such as recycled glass or lab-grown options
- Implementing circular economy practices, including a recycling program for old eyewear
- Partnering with sustainable material suppliers to reduce environmental impact
Personalization and Technology
A-Morir is embracing technology to enhance the customer experience and create even more unique products:
- Integration of augmented reality (AR) for virtual try-ons, allowing customers to visualize styles before purchase
- Custom design services enabling customers to create bespoke crystal patterns
- Collaborations with tech companies to develop smart, crystal-embedded wearables that combine fashion and function
Expanding Beyond Eyewear
Building on the success of celebrity costume designs, A-Morir is set to expand its product range:
- Full crystal-embellished fashion lines, including ready-to-wear pieces and accessories
- Home decor items featuring A-Morir's signature crystal work, from picture frames to lighting fixtures
- Limited edition art pieces that blur the line between fashion and fine art, appealing to collectors and enthusiasts
Global Expansion
A-Morir's unique aesthetic has global appeal, and the brand is poised for international growth:
- Strategic partnerships with international luxury retailers to increase brand presence worldwide
- Pop-up experiences in major fashion capitals, offering immersive brand experiences
- Virtual reality (VR) showrooms for immersive global shopping experiences, bringing the A-Morir world to customers everywhere
Community and Education
Gold's commitment to nurturing talent and sharing knowledge will continue to shape A-Morir's future:
- Workshops and masterclasses teaching crystal application techniques to aspiring artists
- Mentorship programs for emerging designers and artists, fostering the next generation of talent
- Collaborations with fashion schools to integrate crystal embellishment techniques into curricula
Conclusion: The Enduring Sparkle of A-Morir
A-Morir's journey from a personal project to a celebrated brand is a testament to the power of creativity, resilience, and authenticity. Kerin Rose Gold's story reminds us that success often comes from embracing our unique perspectives and staying true to our vision, even in the face of adversity.
As the fashion industry continues to evolve, A-Morir stands as a shining example of how niche, craft-based businesses can thrive in the luxury market. By valuing craftsmanship, fostering community, and continually innovating, A-Morir is not just selling eyewear – it's creating wearable art that captures the imagination and adds a sparkle to the world of fashion.
In an industry that often prioritizes mass production and fleeting trends, A-Morir's commitment to handcrafted quality and timeless glamour ensures its place as a beacon of creativity and individuality. The brand's success demonstrates that there is always room for artistry and innovation in fashion, and that customers are willing to invest in pieces that are truly special.
As we look to the future, one thing is clear: the world will always have room for a little more sparkle, and A-Morir will be there to provide it, one crystal at a time. Kerin Rose Gold's vision, resilience, and dedication to her craft have not only built a successful business but have also inspired a new generation of artists and entrepreneurs to pursue their passions and create beauty in the world.
The story of A-Morir is more than just a tale of business success; it's a reminder that with creativity, perseverance, and a willingness to embrace one's unique vision, it's possible to turn personal challenges into opportunities for growth and innovation. As the brand continues to evolve and sparkle, it serves as an inspiration to dreamers and creators everywhere, proving that with enough passion and determination, even the most dazzling visions can become reality.
