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It takes a strong woman with determination to develop and run a successful business. From a young age, Elena’s mother taught her to be independent with an entrepreneurial mindset. She stressed the importance of being a leader and blazing your own trail.

AYLLU represents each wearer’s own sense of community. An essential part of Elena’s AYLLU is the community of female business owners across the globe. She believes in the encouragement of women in a society that doesn’t always make it easy for them to succeed.


Growing up in a multicultural household granted Elena Castaneda – the founder of Bling Jewelry and designer of the ALLYU collection – firsthand experience how different values and traditions can come together to create something new and beautiful. Her German-American mother and Peruvian father met in a place that embodies this principle-New York City. Though they came from vastly different backgrounds, they learned how to embrace differences and celebrate as a family.

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Our Commitment to Charity

Elena encourages wearers to share inspiring stories on how they embody the spirit of AYLLU.

This is why the sale of every piece of AYLLU jewelry benefits the American Civil Liberties Union to heal and unite the global community. In giving, our hope is to inspire others to do the same. Bling Jewelry donates 10% of ALLYU sales to the ACLU – a nonprofit organization that works to defend our individual rights guaranteed by the Constitution of the United States.

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Creating the Design

Each emblem that comprises the AYLLU symbol was chosen for its importance in a bonded community. The heart represents the love shared with the important people in life. The infinity symbol reminds us that we are entwined in the global community forever. The clover brings good fortune and prosperity.

The ALLYU symbol embodies the coming together of different people, values and cultures to create a whole that is greater than the sum of its separate parts.

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