We’re so happy you’re here and curious about our story. But first, you need to meet our two little furry friends. Because without them, ruru. wouldn’t even have its name.

It all started with the baby girl of these two parent cats on the picture. Their baby cat purred all day, so loudly and lovingly that we called her ruru meitli. When we later founded our brand, we named it after her - because her purring always made both her and everyone around her happy.

That feeling of joy, calm or connection is what we want you to experience every time you wear a jewelry of ruru. studios.

Jewelry that make you feel pure happiness.

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.