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10 Years of Shining Moments - Our LUAMAYA Journey
Who would have thought that a relaxed game of chess between two students would one day lead to a successful jewelry brand? But that's exactly how it started, and today LUAMAYA turns 10!
For us, this milestone is the perfect moment to pause, look back at what we've achieved together, and celebrate all the people who have accompanied us on this journey. These are our employees, who work every day to ensure everything runs smoothly at LUAMAYA, but of course also you: our community!
Who is LUAMAYA? From Roommates to Love Brand
In 2016, our founders Jannik and Fabian had an idea over a game of chess that would eventually turn into something huge: everyday jewelry, for everyone, that doesn't end up forgotten in the back of a drawer after three wears. Instead: gold-plated stainless steel that's waterproof, hypoallergenic, and built to last - a constant companion for every adventure. That's the moment LUAMAYA started taking shape.
What began as an online shop in a shared apartment has grown into a team of over 250 people. We've got our headquarters in Mainz, our own warehouse in Ginsheim-Gustavsburg, and 18 stores across Germany. Over 4,000 pieces of jewelry in our collection, and more than a million customers who trust us. And yet LUAMAYA still feels exactly like it did on day one.
And since ten years definitely calls for a real celebration, this year we're flying our most loyal partners out to Italy. La Dolce Vita, because that's just how you do a milestone birthday. Keep an eye on our social channels so you don't miss it!
10 Years, 10 Shining Moments
2016
A shared apartment, two students, one idea. Jannik and Fabian founded LUAMAYA, probably without any idea of what it would become.
2017
The first working students and interns come on board. Suddenly we're more than just the two of us - a real little team.
2018
Bye bye shared apartment and parents' house, we get our first real office! Suddenly it feels pretty official.
2019
Our first store opens in Mainz, and we build out our own shipping warehouse. Oh, and our Mix & Match charm system launches, still one of our favorite concepts to this day.
2020
We launch our first really big summer collection and realize: celebrating a whole season with you all is a lot of fun.
2021
Together with Lola Weippert, we launch our first co-creation. The start of a format that's just been part of who we are ever since.
2022
We open more stores, including one in Münster. LUAMAYA becomes more visible and gets a little closer to you.
2023
We launch our very first advent calendar - 24 doors full of anticipation.
2024
We celebrate our first big LUAMAYA birthday party with our partners in Holland. Dancing, laughing, and so many stories!
2025
We take some of our creators on a trip to Fuerteventura together and realize how much fun that is!
2026
We're celebrating our 10th birthday with our most loyal & beloved partners in Italy. Embracing the spirit of La Dolce Vita.
The People Behind LUAMAYA
Ultimately, there's one main thing behind LUAMAYA: the people who work every day to turn an idea into a piece that you eventually hold in your hands. That's why we asked our team a few questions for LUAMAYA's tenth anniversary, which will give you a little insight into our own LUA moments.
Community Favorites: Your Favorite Pieces from 10 Years
Some pieces are simply classics. With others, we internally never thought they would be so popular with you. And then there are the gems that have become as much a part of LUAMAYA as the shine-every-day feeling itself.
We've rummaged through ten years of community favourites so you can shop your favourites directly here. From our popular When Life gives you Lemons Necklace, to our well-known Linda Ring, to our classic Letter Necklace, you'll find everything your heart desires there.
A love letter to you, our community
Without you, there would be no LUAMAYA. No shared apartment, no first office, no store, no ten years. You are the reason we do this every day. Your messages, your reviews, your photos with your favorite pieces, your presence at our events. All of this makes LUAMAYA what it is today, and for that, we simply want to say thank you!
Over the past ten years, we've met so many of you in person—at events, in our stores, in the comments under our posts. And every time, we realize: this community is truly special and constantly inspires us. It's primarily because of you that we're always coming up with new ideas, designing jewelry with great heart and love, planning events, specials, and much more, and we always look forward to your feedback.
Thank you for accompanying and supporting us for the past ten years. Thank you for your trust when we were still small. And thank you for still being here now that we've grown. We can't wait to show you what's coming next!
La Dolce Vita: The Start of the Next 10 Years
Ten years, of course, also call for a proper celebration. That's why we have the La Dolce Vita Collection, our biggest collection of the year. Delicate engraved necklaces, playful motifs, subtle pearl pieces, and some timeless classics with that certain something. As versatile as our Lua-Girls themselves. True to the motto: Life is sweet, we want to capture, celebrate, and share all the beautiful, light moments in life with you. These pieces are meant to accompany you in every life situation and remind you how beautiful the small things can be if you don't forget to pay attention to them!
To the next ten years, with you, full of new ideas, inspiration, radiant jewelry, and lots of love.
Shine every day with LUAMAYA!
