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Discover the hidden meaning in Drutis Jewellery

Hear from the mother and daughter duo behind Drutis and discover more about their jewellery, which is designed to make you curious

October 14, 2021 By Annie North

It’s safe to say that Drutis Jewellery is a family affair. Starting off designing treasures for their own personal collections, the mother-and-daughter duo Elena and Dana Drutis realised that together that they could turn their hobby into a business. The high-end designs take inspiration from the history and dynamics of their own family, with hidden meanings and interactivity embedded into their pieces.


Based in London and Ukraine, they endeavour to create collections that reflect the mood, lifestyle and fashion of the wearer. From playful, dreamlike pieces to take you back to your childhood, to modern, practical jewellery, every collection has a purpose.


On October 15th & 16th, 2021, Drutis’ will exhibit at The Jewellery Cut Live in association with Fuli Gemstones for the first time, and they will be bringing their highly interactive and unique jewellery to the two-day event. We put some questions to Dana ahead of the show. 



Drutis Jewellery Kaleidoscope Collection


What is the Drutis brand?

“A fine, high-end jewellery brand with a twist. Behind every piece we design there is a little – or a lot more – than what meets the eye. Be it a design or kinetic feature, an engineering or practical solution, or through hidden meanings, there is always more. Some of our designs are whimsical and dreamy, others are smart and versatile. In every design, we aim to create treasures with meaning to be worn for every occasion. Our flagship piece is the Kaleidoscope and I hope all the visitors get to fall in love with it just as much as we have.


How did you become jewellery designers?

“We actually fell into it through a passion for jewellery and creating pieces rather than from a profession, education or business roots. Both my mother and I had and have different careers and jobs. Jewellery has always been a passion of ours from a consumer perspective; we played designer for our personal jewellery collections long before we set up the business.” 


Did you grow up around jewellery?

“My mother has a collection of beautiful antiques that I was fascinated by growing up. I still mix Drutis Jewellery pieces with some timeless antiques, bridging the gap between the past and the present. As I got older, I developed my own way of expressing myself through jewellery. I’ve always liked quirky, unusual and curious jewellery that I can stack and I wear a lot of it. To this day, my mother jokingly calls me a Christmas tree. Over time I have balanced my taste somewhere between unique statement pieces and timeless classics.”


Drutis Jewellery collection including their Smart Earrings


What is your design process like?

“Jewellery design is simultaneously the most exciting and scary journey for us. We come up with ideas, try them out, get our head from out the clouds and adjust them to be more realistic. Then, we test and adjust them again and again. It either works or it doesn’t, but the process of learning and making our ideas come to life is fascinating. We got into this business because of our creativity and passion for jewellery and just couldn’t put it down.”


How do you find your inspiration?

“I think we are inspired by each other, our family heirlooms, as well as our own lives. My mother has a collection of kaleidoscopes that the family has been expanding over the years. When we wanted to add a jewellery kaleidoscope to the collection, we decided to create it ourselves. Once our Pandora box of ideas had been opened, we didn’t want to stop. Now, we sometimes have to stop ourselves from creating more pieces too quickly. By being a multi-age family team, we filter our ideas through several prisms, creating pieces that are multi-generational which can be mixed and matched as well as passed on.


Who are the team behind your jewels?

“We have a multi-dimensional small team across the UK and Ukraine, consisting of independent jewellers, stone providers and CAD designers. They help us develop our ideas into reality and avoid some bumps along the way. We’re like a little dysfunctional family, but we are very lucky to be surrounded by people who get excited by our ideas and want to get stuck into them. I’m hoping we keep growing into a much bigger team with many more meaningful quirky jewellery designs.


Drtusi Jewellery flagship Sea Dreams Kaleidoscope in Yellow Gold


Tell us about your latest collection.

“We have two main collections at the moment, which, on the surface are quite different, but both carry our brand are designed to be worn day and night. The Dream collection incorporates design and engineering features that create unique and kinetic jewellery pieces. The pieces contain hidden meaning, magnetism and hold opportunities for personalisation. This includes our Kaleidoscopes and Solomon’s ring, a kinetic, meditative ring that we added during the first lockdown to provide a bit of serenity. The Smart collection encompasses the message of modern, versatile and practical jewellery but is simultaneously luxurious. A clever opening mechanism allows you to switch and change up your jewellery in an instant for real, modern luxury.


What will you be showing at The Jewellery Cut Live in association with Fuli Gemstones 2021?

“New designs of our flagship Kaleidoscopes – check out the sky themed one – plenty of our popular chilli charms, and some new Solomon’s rings will be on display alongside a very keen, excited me to tell you all about it.”


Why should people seek you out at The Jewellery Cut Live?

I think people should come to The Jewellery Cut Live to visit all of the wonderful designers for fun, for inspiration, for work and for a bit of retail therapy. I think we offer collections that everyone will find interesting. Our Kaleidoscopes will transport you back to your childhood dreams and our Kinetic Rings will help you to relax and take a beat. Our Smart collection adapts to your lifestyle and mood all with one click. I think because our pieces are designed to be more than what they seem, those who interact with our pieces will have their curiosity piqued and will have lots of fun exploring our collections.


Have you participated in The Jewellery Cut Live before?

“We have not participated as an exhibitor before, but we’ve been as visitors where we met a lot of wonderfully talented people. We cannot wait to be on the other side as a showcasing brand and to network at the Friday party.


Drutis Jewellery Ruby Love Solomon’s Ring



Drutis will be exhibiting at The Jewellery Cut Live in association with Fuli Gemstones. The show will take place on the 15th & 16th of October, 2021, at The Royal Institution in London’s Mayfair. Book your ticket here







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