The jewelry industry in Switzerland has often been synonymous with high prices and limited variety. That’s exactly what inspired two best friends from Zurich, Liss and Linda, to launch ruru. studios in 2021—a brand born from frustration, fueled by friendship, and driven by a mission to make high-quality, handmade jewelry accessible and meaningful. With a name inspired by their beloved cat and a platform dedicated to supporting other creatives, ruru. is redefining what it means to shop consciously and express yourself through timeless style.
From Student Frustration to a Heartfelt Business
ruru. studios was created by Liss and Linda, two fashion-forward science lovers who bonded over their shared love for cats and a mutual frustration with overpriced, uninspired jewelry in Switzerland. While still students, they dreamed of finding affordable, high-quality pieces that felt personal—but those options were rare. Their solution? Build their own brand that offered exactly what they were looking for.
The name “ruru.” was inspired by their cat Ravioli’s soothing purrs, capturing the essence of what they love: comfort, joy, and individuality. But ruru. studios is more than just a jewelry brand—it’s also a platform for emerging creators, giving other makers the space to showcase their handmade products to a wider audience.
Ethical, Handcrafted Pieces That Reflect You
At the core of ruru. studios is the belief that fashion should be accessible, ethical, and fun. Their handmade collections are designed for everyday wear and special occasions alike, always encouraging customers to “Mix & Match” and express their unique style. Each piece is crafted from recycled sterling silver and responsibly gold-plated materials, ensuring both quality and affordability.
ruru. works closely with a trusted small atelier in Guangzhou, where Linda’s language skills and personal ties allow for seamless collaboration and clear communication. The duo maintains a strong, respectful relationship with the artisans, ensuring transparency and fair working conditions while creating beautiful jewelry together.
Sustainability and Future Goals That Matter
From the beginning, sustainability has been a key pillar for ruru. studios. Every piece comes in a vegan, reusable 2-in-1 pouch that doubles as a travel case and polishing cloth, and all packaging is made from recycled materials. Beyond that, the brand is actively looking for meaningful environmental initiatives to support with their profits.
Looking ahead, ruru. studios plans to expand their platform to include even more creators and collections while deepening their impact through sustainable choices and community-driven projects. For Liss and Linda, building a brand that reflects their values and brings joy to others isn’t just a goal—it’s the heart of everything they do.
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