The spark
BY elú was never meant to be a brand. It began quietly, in the hands of Eleonora, a designer creating jewelry solely for herself and the people she loved.
THE WHY
She couldn’t find pieces that felt true to them, so she created them herself.
UNEXPECTED VALIDATION
With a pencil and a few tools, she began sketching shapes that told stories. Jewelry they could wear every day, understated, meaningful, and unapologetically personal.
RECOGNITION FROM OTHERS
The compliments came unexpectedly. At events, dinners, and even in passing on the street. Friends asked where she found her rings, her boyfriend’s chain. Strangers were drawn to the simplicity and emotion in each piece. And somewhere in those small conversations, the seed was planted.
THE DECISION TO SHARE
If something this personal could connect with others, maybe it was meant to be shared.
BRAND ETHOS
BY elú was born not as a trend or a product line, but as a natural extension of Eleonora’s world. A collection of jewelry that speaks without shouting. Designed with intention, crafted with care, and priced so that more people could wear what matters, not just what shines.
THE BACKGROUND
Eleonora’s background isn’t just artistic; it’s lived. She began her jewelry journey in 2017 as the creative director of Futur Jewelry, a bold concept store known for its custom grills and expressive design. But her heart always leaned toward restraint. Toward the quiet power of minimalism. Toward jewelry that doesn’t demand attention, but earns it.
TODAY AND BEYOND
Today, every BY elú piece still begins as a sketch, passes through Eleonora’s hands, and carries her belief that jewelry should feel like a part of you, never a costume or a loud statement, but a true reflection of who you are.
