About Us

At Love Ruri, we believe the most beautiful kind of love begins within.

Not the kind found in fairy tales.
Not the love that waits for someone else to choose you.
But the quiet kind—the one that flickers softly in the mirror
when you wear something just for you.

Our story began with a shimmer.
A tiny stud earring.
Nothing loud. Nothing dramatic.
But it was enough to make our founder feel… something magical.
Seen. Soft. Radiant. Feminine.

That day, she didn’t need validation.
She didn’t need the world’s permission.
She saw herself—and she glowed.
And that’s when Love Ruri was born.

 

What Does “Love Ruri” Mean?

 

"Ruri" comes from the ancient word for blue stone—a symbol of truth, purity, and feminine energy.
In many cultures, blue stones were worn close to the heart to protect peace, invite calm, and awaken self-worth.

"Love" stands for the kind of romance we give ourselves—
when we gift ourselves a ring after a tough week,
when we wear earrings that match our sari and our sass,
when we simply say, “I deserve to shine.”

Together, Love Ruri is more than a name—it’s a philosophy:
✨ That jewelry isn’t just an accessory, but an emotion.
✨ That femininity is powerful, not fragile.
✨ That adornment is a form of self-celebration.

 

💍 Why We Exist

We noticed something was missing in the Indian jewelry space.

  • Everything was either too traditional or too fast-fashion.

  • Beautiful pieces would tarnish in a month.

  • Gold was too heavy, silver too boring, and nothing felt... personal.

So we created a new kind of jewelry experience—
for the Indian woman who’s independent, intuitive, and in love with her glow.

Every Love Ruri piece is:

  • Anti-Tarnish, so you never have to worry about fading or flaking

  • Demi-Fine, giving you luxury without the 24K price tag

  • Romantic & Minimal, so you can wear them from morning coffee to midnight selfies

  • Made for Indian Skin Tones, to enhance your natural warmth

  • Packaged with Love, with free gift notes and soft-touch pouches

This is jewellery you can sleep in, shine in, and start over in.