What began as a shared dream of two best friends, Liss & Linda, became ruru. studios. A jewelry brand built to make genuine silver jewelry both accessible and stylish. Why? Because you deserve real jewelry that keep its value and meaning for decades - not just for a season.

We met back in our university days: Two science students with a shared crazy love for cats, creativity, and a good laugh. Both of us studied natural sciences and we quickly became inseparable, bonding over countless ups and downs in our early twenties. And like most students, we were always hustling. Juggling part-time jobs just to treat ourselves to the occasional little shopping day.

But when it came to jewelry, we noticed a problem in the Swiss market: You either buy cheap brass pieces that turn green after one night out, or you spend way too much on stainless steel jewelry that loses its shine within months. The only alternative? Hoping someone would gift you a real jewelry piece for your birthday or Christmas, because it felt too expensive to buy for yourself (especially as a student).

Then came 2020: Lockdowns, masks, and we became specialists for online shopping (we were almost professional bargain hunters)... and that’s when we realized: Real silver jewelry doesn’t have to be overpriced.

Of course we need to keep in mind that silver is a precious metal traded on the global commodity exchange, and its price fluctuates naturally, just like gold. But so many luxury brands were charging outrageous prices for simple designs. Jewelry that most of the time looked like something only our grandmas would wear.

So in 2021, somewhere between getting our first vaccine doses to get back to Uni and carrying a mask like a mandatory fashion statement, we decided:

We’re going to make real silver jewelry accessible and fashionable.

It might not be common knowledge, but ruru. studios is a fully bootstrapped business.

Every franc we had (just enough to register the GmbH) came from our own savings, earned through the part-time jobs we mentioned earlier. No big investors, no loans. Just two girls, a dream, and a lot of determination.

So in the beginning, we carefully chose designs we loved and truly believed in: Timeless, fashionable pieces that we (and our friends, after lots of coffee chats and opinions) would actually wear. And slowly, after our very first sales, we were finally able to afford our first fully customized jewelry piece.

Looking back, it’s wild to think about, because today, most of our collection is made from customized designs. To this day we work closely with Erica and still incorporate molds from her own collection or from her market sources. Why? Because after all, we can’t reinvent the wheel: A round hoop is a round hoop and has been for decades.

But when you look at our more unique earring shapes, or our signature adjustable rings with the railings - that’s us. That’s the result of everything we’ve learned over the years. From our experience, from you (our amazing Swiss community), and from the years of knowledge and craftmanship of Erica's Brother and herself.

At ruru. you’ll only find jewelry made from genuine sterling silver — either gold-plated, rhodium-plated, or soon also Gold Vermeil.

We are officially registered with the Swiss Precious Metals Control Authority, an inspection body that monitors the path from Erica’s atelier in Guangzhou to our office in Zurich.

This means every single piece is verified (not just by Erica and us, but also) by Swiss authorities, to ensure that you always receive real jewelry.

ruru. is all about you - your individuality, your personal style, and your freedom to express it.

That’s why we sell all our earrings as single pieces, so you can create your very own combinations and tell your story through jewelry.

Need a little help choosing your Mix & Match combo? Just send us a message in the chat, slide into our DMs on Instagram, or come visit us in our store in Zurich - we love helping you find your perfect pair.

For us, ruru. has always been about connection: between people, creativity, and joy. Your positive energy and shared love for fashion are what keep us going and motivate us to grow this brand every single day.

ruru. studios isn’t just a living-room side hustle (anymore) - it’s a real business built and ran by Liss and Linda with all of their passion, purpose, and their heart. We are fully aware of our responsibility as a brand to care for our planet and for every single person who makes ruru. what it is today.

Sure, we might not have the decades of experience of a 50-year-old CEO with an economics degree, but we do our best by being humane, kind, and thoughtful. And we know we’re not perfect. We’re constantly learning, growing, and trying to make things better every single day.

Yes, we are a bootstrapped start-up, but we believe in fair pay and fair working conditions for everyone involved: from Erica’s atelier in Guangzhou to the sales assistants in our Zurich store. You can be certain that every person contributing to ruru. is treated and paid with respect — because that’s the bare minimum.

Let’s be honest, sustainability is a huge buzzword and everybody interprets it on their own. For us at ruru., it means taking mindful action whenever we can.

We use recycled sterling silver whenever it’s available to Erica’s team, and our vegan 2-in-1 jewelry pouches serve a double purpose:

• they protect your favorite pieces while traveling and
• can also be used as a polishing cloth to bring your jewelry back to its original shine.

We also produce responsibly. We ask Erica’s brother tp only manufactures small quantities. This way we can avoiding unnecessary use of resources and overproduction.

When packing your orders (yes, in the small back room of our store in Zurich!), we keep it simple: just the essentials that make you feel our vibe, without the wasteful extras.

Since day one, we’ve consciously chosen the sustainable option whenever possible. From products to packaging, we rely on recycled materials, and we actively reuse and recycle everything we can. It’s not always perfect - but it’s always intentional.

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