About Us
Ruru means fruit or seed in Quichua — a symbol of life, growth, and new beginnings.
Born in Ecuador, RURU celebrates ancestral craftsmanship through contemporary jewelry, preserving traditional techniques, supporting Indigenous women artisans, and honoring a deeper connection with nature and cultural heritage.
At the heart of our creations are two distinctive materials: Tagua, known as vegetable ivory, and mostacilla, tiny glass beads intricately woven by hand.
Tagua is a remarkable seed that grows in Ecuadorian palm forests and, through the hands of skilled artisans, is transformed into sculptural jewelry. Strength and versatility are part of its nature — qualities that also define the women who create our pieces and those who wear them.
Alongside Tagua, mostacilla carries another expression of Ecuadorian craftsmanship. Thousands of tiny glass beads are patiently woven, one by one, using techniques passed down through generations within Indigenous communities. Each composition becomes a meeting point between tradition, color, symbolism, and contemporary design.
Every RURU jewel is shaped by time, hands, and heritage. More than an accessory, it carries the story of the women who made it, the traditions it helps preserve, and the land that inspired it.
By choosing RURU, you become part of that story — embracing a piece of conscious luxury with the whisper of nature and the soul of Ecuador.
Meet the Founders
-
Nelly Astudillo
Founder & CEO
Born in Esmeraldas, Ecuador, Nelly is the creative heart and driving force behind RURU.
An artisan and designer for over 20 years, her life has always been deeply connected to art, craftsmanship, and the endless possibilities of jewelry creation. Her experience, curiosity, and determination became the foundation for a new dream: RURU, created together with her daughter, Samira.
As Founder and CEO, Nelly leads the brand from Ecuador, working closely with the artisans and bringing together her knowledge of craftsmanship, her instinct for design, and a profound appreciation for the cultural and natural richness of her country.
For Nelly, every creation begins with inspiration and becomes something greater through the hands that shape it. Through RURU, she seeks to celebrate Ecuadorian heritage, ancestral knowledge, and the beauty of creating with purpose.
-
Samira Yances
Co-Founder & Managing Director
Born in Quito, Ecuador, Samira’s journey brought her to Italy in 2017, creating a bridge between two worlds that has become an essential part of RURU’s identity.
Driven by a strong sense of social and environmental responsibility, she co-founded RURU with the vision of bringing Ecuadorian creativity, craftsmanship, and cultural heritage to an international audience through contemporary jewelry.
As Managing Director, Samira leads RURU’s international development and creative direction, overseeing the brand’s communication, partnerships, and design process. Her vision is to translate the richness of Ecuador into a contemporary language while remaining deeply connected to the people, traditions, and stories behind every piece.
Through Tagua, mostacilla, and ancestral craftsmanship, she seeks to challenge conventional ideas of luxury — creating a dialogue between Ecuador and the world, where design becomes a way to preserve heritage, empower artisan communities, and create with greater purpose.
