Launched this spring and expanding at Fall High Point Market, Auré marks a new direction for Sherrill Furniture. Debuting with 30 pieces, the brand brings a relaxed yet elevated sensibility to the 80-year-old company’s legacy of craftsmanship. While Sherrill’s existing lines serve traditional, contemporary and transitional styles, Auré introduces a refined, soulful approach with ease. Here, Sherrill’s vice president of |creative, India Miller, shares more.
What does Auré represent?
The brand speaks to the contemporary desire for intentional living, where design shapes the rhythm of daily life. We think of home as a modern sanctuary, so Auré blends inviting silhouettes with thoughtful design to create pieces that feel as effortless as they are beautiful.
Who is the line ultimately designed for?
There is a significant segment of the population that lives in a more casual way. We wanted to craft furniture that embodies the unpretentious, instinctive beauty of these consumers. Auré reflects this quiet confidence—revealed through clean lines, soft textures and balanced proportions.
How is this expressed?
Through understated pieces that are simultaneous works of art. Rather than layering on more and more, we spent significant time on subtle details, clarity and scale. The result is fresh, enduring and gracefully sophisticated.
