URUU, jewelry company, is one of the brightest representatives of the modern creative industry of Russia, setting the trend for ethnic and national jewelry. In just a few years, the brand has become a leader in jewelry production in the Far East and a recognizable symbol of the Republic of Sakha (Yakutia). Now URUU is confidently entering international markets, relying on online export, recognizable style and deep connection with the culture of the Sakha people. This year, the company was awarded the Made in Russia certificate from Russian Export Center (VEB Group).
The company began its history in 2016 with the production of engagement and wedding rings. It was the wedding rings, as well as Yakut national jewelry, that became the calling card of URUU. From the very beginning, the brand took a course on preserving and rethinking the traditions of the indigenous Sakha people, subtly weaving the cultural code into modern jewelry forms.
"We adhere to the national coloring of our Sakha people. This is an amazing, original ethnic group with a rich history and centuries-old traditions that were formed in harsh natural conditions. The Yakuts are known for their unique craft skills in jewelry, and we strive to create harmony between traditional techniques and materials and modern solutions.”
URUU products are not just beautiful, but symbolic and philosophical. One example is the national "Ilin-kelin kebiher" chest and back decoration, which Yakut women wore as part of a ceremonial costume. Its elements are symbols of the sun, soul and life. In URUU's interpretation, the traditional appearance is preserved, but modern forms appear that allow such jewelry to be worn with everyday clothes.
All jewelry is made at URUU factory in Yakutsk. The URUU team of jewelers has already created more than 1,500 unique items, many of which exist in a single copy.
The export history of URUU began in 2024 with the support of Russian Export Center. Participation in webinars, consultations on entering marketplaces and My Export platform tools helped to take the first steps.
Today, URUU jewelry is sold to Kazakhstan, Korea, Armenia, Belarus, Kyrgyzstan. There are also exclusive orders from France and Mongolia. The company's main focus is large, expressive jewelry with character. This is what distinguishes URUU from global brands that rely on laconic minimalism.
"We offer something that most mass producers do not have - large textured jewelry with deep meaning. This is our key point.”
URUU focuses on online export. The company is already represented on Wildberries and Ozon, and is also testing access to foreign marketplaces. This allows for a flexible response to demand, quickly finding its audience and reducing promotion costs.
The company plans to expand the geography and enter new markets, primarily friendly ones. An important step was obtaining the Made in Russia certificate, confirming the quality and reliability of the products.
"For us, the Made in Russia certificate is of fundamental importance, it is an official confirmation that our products are not just beautiful, but also of high quality and that they are made in Russia. Our strategy is not about immediate profit. We are going the long way. Slowly but surely. State support, including the Made in Russia program, plays a key role in our export development strategy. Thanks to it, we will be able to optimize logistics, enter new markets with lower costs and strengthen the trust of foreign partners," URUU representatives.
The history of URUU is an example of how to turn cultural heritage into a competitive advantage. Jewelry of the Sakha people, inspired by the nature and spirit of the North, is becoming not only a part of fashion, but also real ambassadors of Russian culture on the world stage.
The Made in Russia program is coordinated within the framework of the International Cooperation and Export national project by the Ministry of Industry and Trade of Russia, and the main functions for ensuring and implementing the program are assigned to Russian Export Center (REC, VEB.RF). It offers free and voluntary certification for manufacturers of non-resource goods and services. The certificate can be obtained based in one of five categories, namely quality, reliability, uniqueness, environmental friendliness and organicity. To obtain a certificate, a company and its products or services are not subject to additional checks by REC. It needs to submit an application on the Russian Export Center website, attaching the necessary documents electronically, and sign the automatically generated questionnaire.
For more information about the Made in Russia program please visit the official website.
The company began its history in 2016 with the production of engagement and wedding rings. It was the wedding rings, as well as Yakut national jewelry, that became the calling card of URUU. From the very beginning, the brand took a course on preserving and rethinking the traditions of the indigenous Sakha people, subtly weaving the cultural code into modern jewelry forms.
"We adhere to the national coloring of our Sakha people. This is an amazing, original ethnic group with a rich history and centuries-old traditions that were formed in harsh natural conditions. The Yakuts are known for their unique craft skills in jewelry, and we strive to create harmony between traditional techniques and materials and modern solutions.”
URUU products are not just beautiful, but symbolic and philosophical. One example is the national "Ilin-kelin kebiher" chest and back decoration, which Yakut women wore as part of a ceremonial costume. Its elements are symbols of the sun, soul and life. In URUU's interpretation, the traditional appearance is preserved, but modern forms appear that allow such jewelry to be worn with everyday clothes.
All jewelry is made at URUU factory in Yakutsk. The URUU team of jewelers has already created more than 1,500 unique items, many of which exist in a single copy.
The export history of URUU began in 2024 with the support of Russian Export Center. Participation in webinars, consultations on entering marketplaces and My Export platform tools helped to take the first steps.
Today, URUU jewelry is sold to Kazakhstan, Korea, Armenia, Belarus, Kyrgyzstan. There are also exclusive orders from France and Mongolia. The company's main focus is large, expressive jewelry with character. This is what distinguishes URUU from global brands that rely on laconic minimalism.
"We offer something that most mass producers do not have - large textured jewelry with deep meaning. This is our key point.”
URUU focuses on online export. The company is already represented on Wildberries and Ozon, and is also testing access to foreign marketplaces. This allows for a flexible response to demand, quickly finding its audience and reducing promotion costs.
The company plans to expand the geography and enter new markets, primarily friendly ones. An important step was obtaining the Made in Russia certificate, confirming the quality and reliability of the products.
"For us, the Made in Russia certificate is of fundamental importance, it is an official confirmation that our products are not just beautiful, but also of high quality and that they are made in Russia. Our strategy is not about immediate profit. We are going the long way. Slowly but surely. State support, including the Made in Russia program, plays a key role in our export development strategy. Thanks to it, we will be able to optimize logistics, enter new markets with lower costs and strengthen the trust of foreign partners," URUU representatives.
The history of URUU is an example of how to turn cultural heritage into a competitive advantage. Jewelry of the Sakha people, inspired by the nature and spirit of the North, is becoming not only a part of fashion, but also real ambassadors of Russian culture on the world stage.
The Made in Russia program is coordinated within the framework of the International Cooperation and Export national project by the Ministry of Industry and Trade of Russia, and the main functions for ensuring and implementing the program are assigned to Russian Export Center (REC, VEB.RF). It offers free and voluntary certification for manufacturers of non-resource goods and services. The certificate can be obtained based in one of five categories, namely quality, reliability, uniqueness, environmental friendliness and organicity. To obtain a certificate, a company and its products or services are not subject to additional checks by REC. It needs to submit an application on the Russian Export Center website, attaching the necessary documents electronically, and sign the automatically generated questionnaire.
For more information about the Made in Russia program please visit the official website.