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Maverick Spanish brand Uno de 50 opens at SM Aura |

Fashion and Beauty

Maverick Spanish brand Uno de 50 opens at SM Aura

The Philippine Star

MANILA, Philippines - Spanish jewelry brand Uno de 50 opens its first store in Southeast Asia at SM Aura Premier on May 15 in partnership with the SM Retail Group.

Known for its creativity, unique style, and bold spirit, Uno de 50 is a 100-percent handcrafted jewelry brand.

“I feel it is a total success story, a brand achievement I can be proud of,” says Uno de 50 president and CEO Jose Azullay on the opening of their first store in the region and their partnership with SM Retail.

“We started out in Europe because we are a Spanish brand, and European market was a natural place for us to grow. In America, the acceptance of Uno de 50 has been fantastic right from the beginning,” he adds.

“Southeast Asia is a region with a red-hot retail industry, and in the specific case of the Philippines, three key factors converge in our decision to enter the market. First, it is a big market with a growth trend in fashion consumption; second, a brand with a difference like ours has a considerable niche there.  Thirdly, we have the best possible partner in the country, the SM Retail Group.”

Uno de 50 is a brand for dynamic, cosmopolitan people who follow fashion trends. It is for those in search of something original, different, and exclusive.

What sets it apart is its artisan process. The crafting technique is one of the pillars of the Uno de 50 philosophy.

From the initial sketch it goes through the processes of carving, etching, and manual refinement, to the finished product — all are done by experts in workshops in Madrid, Spain, the site of the brand’s main offices.

The common denominator for all items is the use of metal alloy with the ability to bring the brand’s exclusive designs to life, giving each piece that very special handmade texture. Once they have been crafted, the pieces are silver-plated, and then undergo an exhaustive quality control, culminating in the assembly of rings, necklaces, bracelets, earrings, and watches that combine metal with leather, resin, glass, and other materials.

Founded in the late 1990s by a group of Spanish designers who resolved to establish a brand of fashion jewelry and accessories that would break all existing molds, Uno de 50 is a brand steeped in a spirit of craftsmanship, as well as exclusivity through design and quality.

The brand started out the original and exclusive philosophy of creating only 50 units of each design, after which Uno de 50 was named. This unorthodox approach proved to be a great success.

Today, Uno de 50 has 501 of its own shops in Spain and over 25 abroad in some of the world’s top fashion capitals — New York, Miami, Las Vegas, Paris, Milan, Rome and Amsterdam.

For information, visit

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