Arrow Fat Left Icon Arrow Fat Right Icon Arrow Right Icon Cart Icon Close Circle Icon Expand Arrows Icon Facebook Icon Instagram Icon Pinterest Icon Twitter Icon Hamburger Icon Information Icon Down Arrow Icon Mail Icon Mini Cart Icon Person Icon Ruler Icon Search Icon Shirt Icon Triangle Icon Bag Icon Play Video
  • Our Story
  • Milena Baeva

Our Story


👋 Hi, my name is Milena and I’m the founder of Rybelo.

Below is a recap of the past year of my life aka the story of Rybelo.

About a year ago I left my “dream” job in online advertising and set on to start my own company. I have been obsessed with jewellery all my life and with time my appetite for it has only increased.

That being said I have found it hard at times to buy pieces for myself for a number of reasons- I always like best the things that are unaffordable (go figure), the pieces that I can afford are just a watered down version of their expensive cousins in terms of design and not great in terms of quality.

In general I’m not very much into the ultra girly flowers and feathers inspired designs and much more into an edgy and modern type of look. I became aware that I wasn’t alone in this and the more I spoke with friends and acquaintances the more I heard the design/quality/price complaints. (First world problems, I know). Unlike clothes, we don’t need to wear jewellery but if we do wear it, it has to be just right, fit our mood and also help us express who we feel like in that moment in time without costing us a kidney (every time).

So then I thought why not change this. Why not create what I can’t find out there myself?

The following months became a full immersion into the jewellery business and jewellery making. While I studied fashion design years ago I knew that I had a lot to learn about the trade I was embarking on changing in a way. A number of design and jewellery making courses at Central Saint Martin’s later, countless hours of 3D design practice and extensive research I knew I was on to something.


The jewellery craft is one of the oldest in the world and it’s absolutely magical. Turning a piece of metal into a jewel is a bit like turning a piece of fabric into a dress but only better. I realized there were parts of it which should absolutely be preserved and cherished like the craftsmanship but others could use important updates like production, pricing and distribution.


Most jewellery sold nowadays comes from pre-made designs which are slightly tweaked and mass produced overseas. By the time a piece reaches the consumer it will be marked up to 8x. This means affordable jewellery tends to be of low quality and dubious materials. Ever had you fingers stained green or got a rash after wearing a necklace? Ever wondered exactly what that jewellery was made of?

I wanted to rebel against all this and Rybelo was born. We chose our core values and vowed to stand by them. But what do they mean really?

Transparency- know exactly what you’re buying and what you’re paying for.

In our case it is jewellery that is handmade or hand finished only from the best quality metals and gemstones. Sourced and made locally in Dublin, beautifully packaged. What you’re not paying for- import and distribution fees ,designer or wholesale mark ups.

Ethics- our commitment is to use only conflict free gemstones and metals, to manufacture locally and to make sure we keep our environmental impact to a minimum by not over producing and using eco materials when possible.

Bold design- we are focused on making jewellery for modern women who are strong, independent, know exactly what they want and also have a sense of humour. While bold, our designs are not meant to overpower but only add to and enhance a woman’s look. We create pieces which are easy to mix and match and have a classic touch which makes them wearable for women of all ages.

So here we are, a little over a month old and very excited for what’s to come.


  • Milena Baeva