About Us

Ruru means fruit or seed in Quichua — a symbol of life, growth, and new beginnings.

Ruru supports the preservation of ancestral traditions, the empowerment of Indigenous women artisans, and a deeper connection with nature through exquisite jewelry.

Our exclusive designs feature the Tagua seed, also known as vegetable ivory, as their star element. Tagua is a remarkable fruit that grows in Ecuador and transforms into the magnificent accessory we create for you.

This seed embodies two essential qualities: strength and versatility — values reflected in our artisans, designers, and in everyone who wears a Ruru jewel.

By choosing Ruru, you support Ecuadorian artisan women and embrace a sustainable luxury piece that carries the whisper of nature.

Meet the Founders

  • Nelly Astudillo

    I am from Esmeraldas, Ecuador.

    I am the mother of Samira and Samantha. Together, we built this beautiful dream that we called Ruru, where I am the CEO and founder.

    I am a determined woman, an artisan and designer for over 20 years.

    I am passionate about art and the infinite inspiration behind the jewelry creation process.

  • Samira Yances

    I am from Quito, Ecuador but my journey has led me to live in Milan, Italy since 2017.

    I am a designer and co-founder of RURU.

    I have always felt a deep-seated sense of social responsibility towards people and the planet, particularly those most in need. Our project is a testament to this ethos, aiming to promote Ecuadorian talent internationally, using eco-sustainable and versatile materials like Tagua. Moreover, Ruru creates a space to support the artisans from indigenous communities of our country.

    Within the team, I am in charge of the creativity, communication, social media, and the jewerly design process.

  • Samantha Yances

    I am from Quito, Ecuador.

    Since I was little, I loved seeing my parents work in artisan jewelry and craft their creations.

    That admiration accompanies me to this day; it fascinates me to join my mother to her jewelry workshops and to be able to create unique pieces with my own hands.

    Creativity and movement has always aroused my interest, I love creating, imagining, designing and finding little details that hide magic inside.

    At Ruru I am a designer, co-founder and part of the team of artisans.