What's in a name? The why behind our rebrand

 

Our rebrand comes from a sense of wanting to make something feel wholly mine. I was fortunate enough to take on Aurai in 2023 and spent a year becoming familiar with the ins and outs of running a small business. Becoming the owner of a swimwear brand was completely exciting and full of learning, creating my own first collection was an essential part of diving into the deep end.

"Over the course of the year I felt that to completely embody the brand, it needed to become something close to home for me, to feel like an extension of myself as I lived and breathed its complexities daily."

Lawrence holds great sentimental value, a family name of sorts. It took courage to become a Lawrence myself, deciding on new beginnings at the age of 18 and creating my own last name, legally changing it felt like a clean slate and it very quickly became 'me.' I chose the name for myself as it sounded Bold, Classic, Timeless, Strong and Elegant, an inspiration and reminder of a new direction.

Signifying new beginning, identity and courage, it seemed only natural for it to become the direction of the brand. Now that I have a new married name, it also honours who I had become and allows the name to live on in something so close to heart.

"Everything that Lawrence means to me is the embodiment of my brand, the direction of our future."

Welcoming - Lawrence, the label