Our story

ABOUT US

At your service is a lively married couple who deal with the sale and design of beauty products and run the company Ethel Etno OÜ. Our home port is the Hanseatic city of Pärnu, but frequent travel and trade routes take us all over the world. We have worked hard for years to share with you the extraordinary treasures found on the planet.

Our products can be found on various online channels, shopping malls, and fairs. Through direct customer communication, we design a pleasing product selection that helps build trust and a loyal customer base. We are deeply grateful to all our customers, giving them an imaginary bow. We always work with a sense of mission and duty to maintain bilateral relations.

Although the cornerstone of our business is high-quality jewelry, we can offer you something more. An old saying goes that beauty gives a person power, and we are convinced that each of our beauty products brings a bit of power, charm, and confidence to its new owner. Everyone’s life can be a work of art, and we can be your personal beauty donors.

Running a family business with two people is like riding a tandem bicycle – we learned to ride through falls. It’s hard to let the tree down from the top without the thorns going up your ass. We too have had to learn from our mistakes, but now we have a valuable wealth of experience, which we are adding to through continuous world travel. Still to broaden our horizons and be the bringers of your beauty.

Respectfully, Yours,

Ethel and Almar Kalam

OUR ADVANTAGES

Quality products at an affordable price

Customers are constantly asking why our product prices are so cheap and whether it is possible to talk about any quality at all at these extremely affordable prices. It does not obey the logics that dominate today’s commerce. We have proven that it is possible, and product quality has always come first in all business criteria. We are constantly engaged in treasure hunting and are die-hard treasure hunters. Our travels to different corners of the globe have created an excellent network of partners and supply chains to serve high-quality products. We also consider the feedback we receive from users to be extremely important, which has helped us gradually raise the level. For example, all of our products are nickel-free and allergy-free. They say that shit won’t shine even if you polish it – jewelry should fill a cup of joy, not cause discomfort.

Abundant choice

We have bottomless treasure chambers, of which only a portion of the entire rich jewelry selection has made it to this website. Despite this, the website’s statistics show that it is still possible to forget about enjoying yourself here – the selection of jewelry is truly as diverse as in some oriental fairy tale. In recent years, customers have shown greater interest in pearls, and therefore, jewelry made from semi-precious stones and freshwater pearls has been added to the product range. We regularly update our product range to bring you timeless and timeless jewelry options.

Plenty of possibilities

We develop our own products and spend a significant amount of time designing and assembling them. A large number of products are handmade. Our main focus is on making it possible to mix & match different products. This means that the base rings, pendants, and links we offer can be combined with each other, and the range of possibilities is endless. Everyone can take on the role of a jewelry artist and create their own unique variations in the process of enjoyable creative work. In addition to the creative side, it also has practical value, as it helps save money and gives the impression of a royal jewelry box. This way, you can surprise your friends with a new decoration every day. Of course, we are available to help you in every way, both in making decisions, choosing gifts, and combining products.

Tireless energy

We work with a lot of energy and our tasks are diverse: product design and material processing, taking and post-processing photos, managing the website and social media accounts, communicating with customers and partners, participating in trade fairs, training courses and shopping trips, nationwide field sales at fairs and shopping centers, packaging and shipping products, paperwork and administration, organizing logistics, etc. The scope of our operational radius is captured by our fleet’s odometers, which record thousands of vehicle kilometers every week with mechanical and merciless consistency. Our main motivator is a satisfied customer and the saying that the Creator does not give bread to the lazy. In addition, we engage in several hobbies (e.g. folk dancing), organize various events, and contribute to charitable causes.

Experience

Our wanderlust and interaction with customers have given us invaluable experience and contacts. Therefore, we are aware of both local and global jewelry trends and can quickly reorient ourselves if necessary. We keep up with the times and participate in industry-specific training courses and fairs. A few times a year we go on a longer discovery trip (e.g. to Asia), during which we collect ideas, meet partners, and gain knowledge about different materials. These are not ordinary sun trips – every such excursion culminates in a self-transcendence with a tight schedule, where work is spread out from morning to night and for at least a week. You can read more about our trips, for example, on the Facebook page “Uhh ja Ehh Seiklused”.