European Jewellery Brand says “No” to Fashion

March 5, 2010 - PRLog -- Gualy is an European jewellery brand that proposes long-lasting designs, not driven by fashion but rather based on meaningful and emotional concepts that help women express themselves. Sold exclusively online in 27 European countries, Gualy responds to the needs of busy people, who have little time to go shopping. The Gualy “Recycling Programme” underlines the brand’s concerns in terms of “responsible shopping”, which it identifies as one of its core values.

Web-based since its foundation, this brand has quite an interesting origin. Founded by two Portuguese, both living out of Portugal (in Brazil and the Netherlands) at the time, but permanently connected thanks to the online technologies, successfully developed and implemented the Gualy brand strategy. On their return to Portugal, Gualy finally came into being, taking advantage of the world-renowned Portuguese tradition in silver and gold craftsmanship but giving it a fresh and modern expression.

*Long-lasting/ Timeless Design:
Gualy design principles are based in simple concepts like creativity, diversity and building a less consumer-driven society, thus minimizing waste. That’s why it focuses on timeless designs that last, staying away from today’s “throwaway” fashion.

“We believe in a more responsible attitude towards consumption, in consumers less eager to buy under fashion and media pressures, therefore buying in a more moderate way. They choose to buy quality products, with personal meaning, that will last over time”, says Liliana Guerreiro, designer and co-founder.

*Responsible shopping:
Through their business approach, these two entrepreneurs, intend  to give a more human dimension to Gualy jewellery and create value to society, involving customers and employees. In order to increase re-usage of precious metals, Gualy offers a non profit recycling programme, in which old jewellery can be recycled and its value deducted when buying a new Gualy jewel. The “Awareness” collection, for instance, was created in order to alert people to relevant ecological and social issues. Gualy also supports social projects through an international programme, www.wordvision.com, which helps children living in extreme poverty, and encourages its customers to support the same causes.

*Saving time, buying online:
Beyond offering unique jewellery, Gualy attracts its customers with the convenience and time saving of buying online, “whenever you want” (7 days/week and 24 hours/day) and “wherever you are” (already in 27 European countries). Buying on-line also means a more transparent shopping process, since the user has unlimited freedom to search before buying, a clear advantage for products as varied as jewellery. Gualy offers a 2 year guarantee and a 30 day right of return policy, where the customer, if not satisfied, can return any Gualy jewel and promptly receive his or her money back. For people that seek a last minute gift, Gualy Gift Card is a ideal solution, delivered by e-mail immediately, or in a desired date.

“Nowadays, time is a scarce and precious asset and that is one of the reasons why online shopping shows such a high growth rate. When building our on-line store concept, we put special attention into details, to combine a pleasant shopping experience with personalised services. For instance, “Be surprised” is a service where women provide her partner e-mail address and personal special dates and Gualy will take care of the rest”, says Teresa van Oerle, co-founder and responsible for the brand’s strategy.

Discover more of Gualy at http://www.gualy.com/uk and let yourself be surprised.

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About Gualy:
Gualy is a brand of Design-4P, an international company founded by two visionary women, living in two different continents. They embraced the challenge of building a project where responsibility, pleasure and meaningful beauty would hold hands and an effective positive contribution to the world, in social and environmental terms, would take place.

Sustained by solid professional experience in the marketing and design fields, a firm attitude and strong beliefs concerning social and environmental responsibility, they moved forward in the development of an innovative web based jewellery store that would be part of the contemporary woman's lifestyle, increasing shopping flexibility and saving time.

Conceived initially in Brazil and Holland, Gualy finally took form in Portugal, taking advantage of the world renowed Portuguese tradition in silver and gold craftsmanship.

Gualy brand was founded.