LUINY is both her name and her brand, an extension of the artist herself.

Created by self-taught artist Luiny Rivera, a Puerto Rican creative based in New York, the brand was born from a need for self-expression. Her jewelry journey began as an experiment while she was studying something that didn’t fulfill her. What started as a side project evolved into her language, a way to channel feeling, explore form, and connect with others through beauty and craft.

Each LUINY collection begins with intuition. Designs are hand-carved in wax, guided by instinct rather than plan. Influenced by abstract artists and their freedom with color and movement, Luiny’s process is fluid and deeply personal, shifting with moods, memories, and the rhythm of daily life. Her work carries her Puerto Rican roots, the energy of New York, and the bold spirit of the women who inspire her.

Beyond jewelry, Luiny’s creativity extends into everything she touches. She photographs her campaigns and often shoots for other brands. She spends her time rearranging her home studio, tending to her garden, baking for her friends, or painting emotions onto canvas. Though she often enjoys solitude, her close circle of friends feels like family, a reflection of the same warmth and connection she pours into her work.

LUINY pieces are sensual, colorful, and made to make you feel something. Each one is created so that whoever wears it feels special and seen. LUINY keeps evolving, just like its maker — always changing, always true to feeling.