Our story

For us, “ay, puchis” is the soft little exclamation that escapes when something is just too tender. That reaction — the quiet gasp when a box opens — is the whole reason this brand exists.

AY PUCHIS is a new, independently run online jewelry store made first for the Latino community in the United States — and for anyone who gives gifts with intention. The company is registered in the U.S.; the exact shipping origin will be published once our supplier is confirmed. The store and the service work fully in English and in Spanish.

We are starting small, on purpose: a short catalog of pieces we would gift ourselves. Every product page states the metal, the karat and the measurements, and keeps karat gold, gold-filled and plating clearly apart.

What you see today is the beginning. The catalog, the services and the policies will grow step by step — and everything we publish here will be true.