“Real sustainable business becomes successful only due to constant work,
deep study of the chosen topic, and understanding of its vitality."
Helena Maslova, head designer
PART I: Helena’s courage
In 2004, after playing major role at one of the largest jewelry fabrics in Ukraine, Helena Maslova decided to change the scenario and create her own company. Helena desired to create an alternative to the Soviet Union’s perspective on jewelry as just pieces of precious metal that should be sold. Helena’s hard work paid off after a few years of breaking into very aggressive and men-ruled market, when her company “Arizona-Kharkiv” became known for its consistent top quality and unusual colorful designs. At the beginning of 2010’s Helena started feeling that despite being successful she was missing something vital – a sense of people who have been actually wearing her jewelry. By that time “Arizona-Kharkiv” was a wholesale company, thus Helena contacted only the sellers, not the customers.
"AT THE BEGINNIG I JUST WANTED TO CREATE A PLACE WHERE PEOPLE WOULD BE HAPPY. I FELL IN LOVE WITH THE JEWELRY ALREADY IN THE PROCESS, WHILE MY PRIORITY ORIGINALLY WAS, AND STILL IS, TO HONESTLY SERVE PEOPLE."
Anton Maslov, CEO
PART II: Anton’s idea
Right in time when Helena was thinking about changing the concept once again, Anton came up with an idea to create an experimental online-shop for her company, which would be specialized in direct-to-customer sales in Ukraine. Soon Anton has created the concept of “Oringo” and the new chapter has begun. Thanks to very demanding and interesting customers, “Oringo” has been growing not only in quantity but in quality as well. Hard work of Helena, Anton and their team resulted in a strong community of like-minded people, who support the brand. Together with customers we shape the form and meaning of “Oringo” as honest and trustworthy jewelry shop in modern digital world – a place where everyone will be heard and appreciated. There is even the “Silver Dream” collection with each piece inspired by one of our friends (customers).
PART III: Into the World
Despite success of “Oringo” in Ukraine, we have never thought seriously about other countries. Mainly due to the fear of not being understood outside our cultural context. Just to give it a try we started a small “Oringo” shop on Etsy. After a few years of going around the corners, we left our fear and simply started displaying our jewelry as it is, with its literary routes, cultural references and … we were understood right! It was such a surprise to receive amazed reviews from people around the globe, it is still blowing our minds. However, this chapter of the book of “Oringo” is still to be written. With Anton’s recent decision to leave the country and establish “Oringo” in Berlin, our international presence is going to be even more comforting and though-out for those who look for meaningful jewelry.
