How is Alureaz pronounced?

Our name is pronounced "Allure-ray," the Z is silent. 

What is the meaning behind the name "Alureaz?" 

"Alureaz" is meant to be a blending of several key elements of our design.

Originally, we wanted a play off of the word "Aurora Borealis," something we view as the ultimate representation of beauty. The natural elegance, awe-inspiring presence, and brilliant coloration are all attributes we look up to. 

Allure is the first and foremost key of our design, we look to create works that hold a natural, spontaneous and instant allure to the product. 

The silent "Z" represents a hidden element, indicative of our small, finer touches that separate ourselves from the rest of the industry.