Runa Concept was founded by Lilya Areifulina in Moscow in 2013. The Runa Jewelry star rose, as often happens now, on the vastness of Instagram. Ear cuffs and elaborate rings appeared on celebrities every now and then. Jewelry of this brand was first adorned by advanced domestic fashionistas, then they could be seen on world celebrities – Madonna, Miley Cyrus, Barbara Palvin, Bianca Brandolini.
The Runa Jewelry star started her career, as often happens now, on Instagram. Ear cuffs and elaborate rings appeared on celebrities every now and then. Small diamonds muted by a filter adorned first advanced domestic fashionistas, then Barbara Palvin and Bianca Brandolini, and then (at the same time this Moscow brand appeared in the assortment of Moda Operandi and Colette) – and stars of the first magnitude. No exaggeration: Madonna herself sparkled with the Runa mono-earring at the show with Ellen DeGeneres.
Single earrings are clearly the favorite genre of the brand’s creator Lilia Areifulina.
Which is understandable: before us is another successful example of how a girl first comes up with jewelry for herself, then for her friends, and a year later she already answers questions from journalists and buyers during a presentation. The first stage of development of Runa Jewelry fell on 2013-2014, when identical earrings were given to girls who, most likely, would not be allowed to Shop & Bar Denis Simachёv on the night from Friday to Saturday.
Three years after a notable launch, the brand’s assortment still resembles the box of an advanced Moscow fashionista. There is no clear division into collections, one can single out two or three ornamental themes – but, actually, why? Everything is beautiful, collects likes, and makes the most basic image eloquent. Rose gold razor blade earring? We take! Pendant in the form of a dietary version of the most popular soda can? Class! A slice of watermelon? Ivy sprig? A diamond pin? It will definitely be worn.
By the way, the first Runa Concept Jewelry collection was inspired by the culture of India.
And don’t be confused by the northern brand name. No cuneiform of the runic alphabet and precious versions of crude amulets in the form of Thor’s hammer. Only neat interpretations of jewelry that countless Mumbai jewelers have been producing for the past fifteen years with an eye on European tastes. Making this celebration of nine-carat gold and affordable colored diamonds, sapphires and garnets so popular with the bohemian patrons of Glastonbury, Lollapaloosa and Coachella is not an easy task to submit to the rules of fashion. Lilia Areifulina managed, and the purity of gold and diamonds began to grow.
Now the brand is going through the most interesting period: while clients confess their love for the designer’s personal jewelry tastes, buying up star cuffs and knuckle-duster rings, the Runa Jewelry team needs to either go into the traditional format of explicit collections, or offer the world of jewelry fashion design solutions that will be taken apart into quotes newbies. However, the courage and efficiency of Lilia Areifulina suggests that there is a third way, interesting and successful. In the meantime, let’s admire the shiny present of the brand.
