A Social Mission Driven Jewellery Brand Launches First Collection

Craaloosh is on a mission – to become a world known Croatian Jewellery brand, and to create jobs for women Craaloosh-makers…

Craaloosh, which has just launched its first collection, is a handmade necklace with a traditional 100-year-old design originating from Croatia, now made contemporary using the highest quality materials in modern colours.

It takes about 40 hours to handcraft a standard Craaloosh necklace. The procedure includes aligning thousands of glass beads on multiple strings, up to 2 meters long, which are simultaneously interwoven into a luxurious necklace. To Vesna Vurušić Pećanić, a special education teacher, employing local community women, promoting Croatia’s culture and creating exciting Jewellery, seemed as a perfect start-up business opportunity.

Stunning handmade necklace from Croatia; Photo by Petar Krajačić Vilović

“I can relate to women looking for a job and getting rejected over and over again because I went through it myself a couple of years ago. At the same time I was introduced to Kraluš, a traditional glass beads necklace from a small Croatian town Samobor. I was astounded by the beauty of the necklace but surprised to find out such treasure is almost forgotten today. So, I learned how to handcraft Kraluš necklace at Samobor museum, passed this craft to three other woman, and designed versions of Kraluš keeping traditional design but using modern colours,”  Vurušić Pećanić, creator of Craaloosh jewellery brand said, before adding.

“I am now offering them as an authentic Croatian Jewellery brand called Craaloosh with a goal to create quality jobs for these women and many others, as Craaloosh Jewellery gains popularity. Buyers of this jewellery will enjoy wearing unique, authentic necklaces whilst supporting the creation of jobs for women who handcraft it.”

To find out more about the story of Craaloosh and check out their designs, visit their official website here.