DE
IT
Glow like Paula - The Story behind our Born to Shine Collection by Paula
Honestly, this collection almost didn't happen. We simply overlooked a message, and for months. Yet, here we are, barely believing how well everything came together in the end. Because the person who wasn't deterred by that was Paula Döringer. Those who have followed her for a while know that she doesn't take herself too seriously, makes everyone laugh, and still stands out immediately in every feed. Exactly that energy is now in her very first own LUAMAYA collection – Born to Shine by Paula.
Before we get to the funny story of the overlooked message, perhaps we should first tell you who Paula is and how the collaboration and ultimately the co-creation came about.
Who is Paula Döringer?
Paula, often affectionately called Paulbert, does social media full-time, and she does it exceptionally well. She doesn't take herself or life too seriously, navigates her everyday life with humor and ease, and shows her community exactly that. Despite this, or perhaps precisely because of it, she manages to convey a world full of self-love, courage, and a healthy dose of fun.
In addition to Instagram, she also has a podcast called "Freundschaft Minus," which she records with one of the founders of OACE, and soon she'll even be embarking on her first podcast tour. The better question would probably be what Paula *doesn't* do, because truly: she's a busy lady who's constantly on the go and always working on new projects from the heart.
What truly makes her special, however, is that she is just as she appears on Instagram in real life. Super authentic, open, funny, and honest with her community. No matter how "weird" a trend on Instagram might be, Paula is absolutely not afraid to join in, which her community celebrates her for. And it's precisely this honesty that has connected Paula and LUAMAYA from the very beginning.
With all the DMs, we almost missed each other!
And it was true: Paula had already sent us a message in 2024, which had simply been overlooked for a while. We had even contacted her management at the time and hoped for a reply, as we could well imagine a collaboration. It wasn't until several months later, almost by chance, that the DM resurfaced, and from then on, everything moved pretty quickly. In the same year, the first official cooperation took place, and since then, we at LUAMAYA absolutely do not want to lose Paula as a loyal partner.
After two years of successful collaboration, it became clear to us that we absolutely had to work together on a collection to bring Paula's energy and radiance into our jewelry and, of course, to share it with you, our shared community, because that's something you definitely shouldn't miss!
We asked, Paula answered: everything about the Born to Shine Collection by Paula
To give you a first-hand account of the story behind the collection, we asked Paula a few questions. How would she describe the collection in three words?
"Sparkle, bold, glow."
And these three words definitely run through every single piece. But what was the inspiration behind it?
"Glitter, sparkle, glow is always an eye-catcher. I love that I can be completely myself online, in front of my community, and motivate others to shine too, to rediscover themselves, to come out of their shell, to work on their self-confidence and to find their 'slay Lehdy' within themselves."
So what should the community feel when they wear the pieces?
"Inner radiance, confidence, a special 'Here I am!' The collection should highlight the beauty of all 'Lehdys'."
And then, of course, there's an absolute centerpiece. When asked about her personal shine moment from the collection, her favorite piece, Paula answers without hesitation:
"The Sea of Stars Necklace. It has two sides. The striking glittering side, which is playful, ready for its 'star moment,' reminiscent of the beauty of a starry sky. And the matte side rather represents inner self-assurance, that you are 'enough' as you are, and that you can be yourself. The glow without glitter."
Two sides, one piece, and that's precisely what makes the collection so special. If you want to know how Paula herself styles for an instant glow, here's her answer:
"My favorite green set. Skirt and top. I feel beautiful and confident in it because it's my favorite color. The jewelry makes the look special, plus generous highlighter on the cheeks and freshly styled hair for that confidence boost."
To our last question, whether there was a funny or special experience during the collaboration, Paula answers:
"The sweet reactions as soon as you posted a story, that you immediately got feedback. And the Fuerteventura trip, which brought us much closer together! The last evening, where we all sat together on the beach and listened to the singer with the guitar, touched us all in a different way. That was very beautiful."
We thought so too, Paula, that was truly beautiful! And we love what has emerged from your mind and our minds, namely a collection that shines, glitters, sparkles, and is simply awesome.
Born to Shine: More Than Just Glitter
When you look at the collection, you immediately understand what Paula means. Hoop earrings with and without stones in various sizes, small stud earrings with butterflies or stones. In addition, rings with wavy shapes, a simple band ring with a very special inner engraving, delicate necklaces and bracelets with radiant lotus flower details that are perfect for stacking or wearing with your best friend. Here you'll find everything your heart desires, with or without glitter.
When the finished pieces arrived at Paula's, her reaction was quite clear: she wanted to put everything on immediately and never take it off again. Implementing completely new designs and ideas made her proud, and she was particularly drawn to the glittering, slightly curved pieces – and of course, so were we, because "Shine with LUAMAYA" is, as we all know, our favorite motto.
Now it's your turn
This collaboration has brought us many beautiful pieces, but above all, some really lovely new memories with Paula.
And now it's your turn. Discover Paula's jewelry and let yourself be inspired by her vision. The Born to Shine Collection is for everyone who wants to feel and show their self-confidence. For all "Lehdys" who want to rediscover themselves, go out, and enjoy the moment. Because one thing is certain: there's no such thing as too much shine.
Shop our Born to Shine Collection by Paula and find your own sparkle!
Paula on Instagram: @paula_doeringer
Paula on TikTok: @paula_doeringer
#BornToShine