Who are we?

Laurella is a Peruvian handmade jewelry brand. Our main purpose is more than creating beautiful jewelry, it is to create timeless, contemporary and high quality jewelry that conveys all the essence and tradition of Peru.

We believe that the Peruvian jewelry industry needed a sustainable brand that could showcase each ancient artisan technique of our land in elegant and versatile designs.

Using Laurella is using a brand made in Peru that allows you to wear elegant accessories in your daily life without leaving behind the values, ideals and dreams of being more conscious and sustainable.

We are sure that by using artisanal techniques and promoting local trade we can save money and reduce the negative impact on the environment. By using materials from the earth, such as gold and silver, we can recycle them and create new jewelry without necessarily exploiting more resources. At Laurella we believe that fine jewellery can be constructive and responsible, so that we can all wear authentic jewellery, with value and that is true to what we believe in.

Creating a jewelry store based on tradition, sustainability, honesty and love for detail is a challenge in a world where the industry of immediacy and “Fast Fashion” prevails, but we are sure that each of our chisel strokes will make a change.

We are doing our part. And you? You want to be part of the change.

Behind Laurella

“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.”

Daphne Laguna has always been a lover of tradition and artisanal culture. And it is in each of her trips and visits to local and/or international fairs that the handmade objects that convey the local identity are what draw her attention.

Her expectations of creating jewelry that was sustainable, non-industrialized and that conveyed all of Peruvian tradition led her to create a brand that was committed to local artisans, the environment and her customers.

“Going 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 guaranteeing the experience. If you don’t get your size, we make it especially for you.”

In 2018, Laurella created gold and silver jewelry, a brand that has grown as a reflection of quality jewelry, commitment, honesty and love for every detail.

Equipment

For us, our team is the most important thing.

Laurella is a brand that is made up of a team of professionals in each of its areas. Day by day we achieve our goal, which is to generate a positive impact in Peru and the world.

Master craftsmen are a fundamental part of the Laurella family. They leave their mark of ancient tradition on each of our jewels.

Currently, we have 10 collaborators, including artisans, communications, marketing, sales and administrative staff.

We are very proud of the Laurella team. Below we introduce each of them, so you can get to know the human team behind the brand. Each member of the team is a key piece for us.

Laurella Lovers

This brand wouldn't be possible without your support. You are our muse and main brand ambassador!

A person with creativity, magic and unique brilliance.

There is nothing more beautiful than showing all your personality with timeless jewelry that will be passed down from generation to generation, but above all, that takes care of our planet Earth.

Responsibility

Peru is known worldwide for its precious metals and the quality of its artisanal techniques. Why not create sustainable jewelry with a contemporary approach and capable of showing all the potential that exists in Peru?

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One of Laurella's core values ​​is social responsibility. For this reason, we work directly with master goldsmiths and carvers from different regions of Peru.

Thanks to them, we can apply artisanal techniques that are passed down from generation to generation in our designs. The key to our collaborative work is to provide fair compensation, recognizing and valuing artisanal work.

This is the intangible value of each product and not the added value, since it is the soul of each piece and these could not exist nor would they be the same without this essence.

Our social and sustainable responsibility focuses on the well-being of our master goldsmiths, the environment and our customers.

Each of the brand's employees is a key piece that makes our goal possible.

We ensure fair pay and schedules for each worker.

To ensure 100% sustainable consumption, we offer you packaging made from certified recycled materials that can be used as compost.

We create different designs and sizes to suit you.

Our materials

We are here because we believe that we can look modern and elegant without losing our ideals and without harming the environment. Through conscious consumption.

GOLD AND SILVER

We only work with 18k gold and 950 and 925 silver, as these materials guarantee a long life for your jewelry. As they are high-quality materials, you will not only be able to enjoy your jewelry for longer, but they will also have a lower impact on the exploitation of resources.

JEWELRY RECYCLING

At Laurella we stand out because we recycle and refurbish jewellery. You can transform a piece of jewellery made from a good material and turn it into a new one that can be passed down from generation to generation.

No waste!

NATURAL STONES

The natural stones we use are extracted for the jewelry that is going to be worked on at the time, which guarantees a lower impact on the exploitation of resources.