With the aim of revaluing and preserving local artisanal techniques in Peru, Laurella has made its mark as one of the ventures that supports history and fair trade through the consumption of sustainable jewelry.

Peru is one of the most sought-after destinations in South America and the variety of its ecosystem, its culture, history, gastronomy and beautiful cities make it one of the places that tourists want to visit.

But not only that, this land is known worldwide for the variety of its precious metals and the quality of the artisanal techniques that are passed down from generation to generation.

And it is precisely by preserving and supporting tradition that Laurella has become an enterprise that not only offers high-quality jewelry, but also has values ​​that guarantee economic and social responsibility.

Reborn like the Phoenix

Daphne Laguna, industrial designer and founder of Laurella, shared her experience during her three-year career, as well as the purpose and vision of a project that seeks a positive impact.

During his time as a student, he did not have in mind creating a business, but something that he has always liked is crafts. And in each of his trips and at the fairs he visited, what most caught his attention were those handmade objects, which conveyed a cultural identity.

In mid-2016, after several experiences, she discovered what she didn't want in her life. But it wasn't until 2017 that she really felt it was time to be reborn, to start doing something different and creating from her inner self.

“At that moment I said to myself: I decide here, this is what I want to do. So I gave up the security of a permanent job thinking about myself. It was a decision to start something of my own, it was my time.”

The magic of filigree

During her research to create Laurella, she noticed that in Peru, much of the “fashion” offering was imported or mass-produced.

The first thing that came to mind was to offer jewelry that was durable and of quality.

And it was during one of his trips and visits to fairs that he saw the filigree technique and how master craftsmen worked it. The experience made him think: “we have that here and nothing like this is done.”

“Filigree was the first technique that caught my attention, because of the shape and the workmanship. Seeing someone working this technique seemed incredible and special to me, as did the stones and their varieties,” she said.

Preserving artisanal techniques is preserving culture

In 2018, thanks to a silversmith foundation, he met two of the master craftsmen who are currently part of Laurella, Luis and Roberto. In them he was able to see their years of experience, all the potential they have and the different techniques that each one uses.

At a city fair, Daphne had the opportunity to meet Victor, who would be the master goldsmith in charge of making the filigree work. Later, she made a trip to the north of Peru, Catacaos, to learn about its history and understand in depth the artisanal technique he used.

“Valuing artisanal techniques at a local level is helping to ensure that they are not lost, preserving them over the years. If they see that it is not profitable, their generations will not continue. It is a way of preserving them.”

The first order

What started as a personal journey became a professional reality in 2018, with the delivery of her first custom design. A necklace made of 950 silver and natural stones, a gift that a friend would make for Mother's Day.

After that first sale, he saw that there were people who already trusted the team and that it would soon become a project with great reach and positive impact.

Laurella, synonymous with a new beginning and victory

“Laurella meant a new beginning, a new stage for me,” he said.

At first, no name caught his attention, he couldn't find one that represented his vision, but he didn't want to give it his own name either, the initial idea was for it to be anonymous. One day, he remembered his mother telling him the story of her name.

The story tells how Daphne is turned into a laurel tree to escape from heartbreak. In Greek mythology, the laurel is a symbol of victory. Its significance is so great that people nowadays “laurel” themselves.

That story brought up the answer to the name: Laurella.

More than just precious jewels and fashion

For Daphne Laguna, it was essential to excel in customer service and provide a unique experience.

“We seek to provide solutions. Buying only online can create uncertainty and we want to clear up those doubts.”

But not only that, she goes beyond trends and comfort as a brand. She has built a place where every person can feel unique and special, regardless of their size, because the most important thing for this young entrepreneur was that everyone felt comfortable with their body.

Daphne highlighted what she sought, “to go beyond what is comfortable as a brand, what is easy and/or affordable. The fact of only making three sizes was not part of the idea, but rather to guarantee the experience. If you do not get your size, we make it especially for you.”

Life advice

Initially, Daphne wanted the brand to remain anonymous. She asked herself, “Who was I to talk to them about jewelry?”

At her first fair, she discovered that this was what she was truly passionate about: telling people about jewelry, sustainable jewelry, and the traditional techniques of Peruvian artisans. This made her decide to go on camera and show each experience.

During his three-year career, he learned not to hesitate so much, to identify his strengths, to plan and to take action. He also highlighted the importance of networking and looking beyond what is at first sight.

Sustainable jewelry: A promising future

Q: Where do you see Laurella in 5 years?

A: I see Laurella in a big way. At the beginning there were only 5 of us on Instagram, during the pandemic it was quite popular in the digital world. In this year and a half of pandemic we have managed to continue growing, Laurella was set up for the digital world from the beginning.

The entrepreneur of this sustainable jewelry highlighted that she is surprised by each anniversary. “It has only been 3 years and it feels like a long time.”

She plans to bring the brand to the whole world. She believes that Peruvian artisanal techniques are highly valued abroad. She said she sees great potential in the foreign market.

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