Our Story
From Samantha & Serena
Samantha.
On losing herself
I moved to the Bay Area and became a stay-at-home mum. I didn't realise how much I had let myself go until one winter evening — I had been invited to a gathering, just adults, and I opened my wardrobe and had nothing to wear. Nothing that was me. I went anyway. I spent the whole night counting down to leave.
On the moment everything shifted
I had been a teacher back home. My students used to tell me I looked like a princess. I knew who I was when I got dressed every morning. Somewhere between the school runs and the groceries and the unpacking — I had stopped putting myself on the list.
"I wanted to feel my best even at home. I wanted to feel confident when I stepped out. I wanted that feeling when I wore a wedding gown — that feeling made me alive, that I'm a human."
On why Auryn Label exists
I want to bring that feeling to as many women as possible. Even if you are a SAHM, we don't have to fade into the background. We should stand out — whoever we are, wherever we go.
And I want women to know — even when the day is hard, if you put on something that makes you feel like yourself, everything will be ok.
Serena.
On showing up for herself
I work in research. I go into the lab some days. My workplace doesn't have a culture of dressing up — but I do anyway. Not for anyone else. For me. My colleagues ask me, "Why do you wear such nice clothes to work?" I just say — because I like it.
On the hardest season
After my child was born, everything changed. The family dynamics, the stress, the identity shift of becoming a mother — it was enormous. I went out less. But I never stopped getting dressed with intention when I did.
"The morning ritual is like a transformation — from mama to myself. Apply makeup. Dress up. That makes me feel good every morning. That makes me feel more like myself before I had a kid, rather than just being a mama."
"Who says mama cannot dress up."
I find clothes that work for the body I have now. And I feel like me again. What you wear makes you feel good — that is not a small thing. That is everything.
On building this together
When Samantha told me what she wanted to build — a brand for women who deserve to feel extraordinary every day, not just on special occasions — I didn't need convincing. We are not business experts. We are just women. Mums who feel that women in general pour so much into our families and so little into ourselves.
We need to value ourselves more. And not lose ourselves in the rat race of life.
With love,
Samantha & Serena