In Māori, “KORU” symbolizes new life, spiritual growth, regeneration and progress. Every piece of jewelry is also a piece of wisdom, it encapsulates a philosophy of life. The deeper purpose of the piece you're wearing is to remind you a simple, yet vital truth in life: All we have is now.

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Passionate about art & design, Bianca Bădescu found a way to express her creativity by painting and playing with jewelry in her free time. After a near to death experience and coming back from a coma, her past years were about rebuilding herself and her life. She started attending Assamblage, The Institute of Art & Design in order to study different techniques used in creating contemporary jewelry. She fell in love with designing and handcrafting jewelry, fulfilling her desire of having absolute freedom to manifest her creativity. That’s how KORU Concept was born.

One day I was hit by a car that almost killed me and my whole life changed out of the blue, in an instant. It was a long way to my recovery, filled with suffering, small and big fights with pain and disabilities, questions about the meaning of life, introspection, and revelations. Making jewelry became a part of my healing process, a way of embracing a new perspective on life and finding a purpose, accepting and celebrating the passing of time, changes and experiences that come with this and the marks it leaves behind.