PĀMU is a Māori owned and operated brand from New Zealand created by founder Alicia (Ngāpuhi) in 2022. Alicia is a passionate innovator and entrepreneur with a deep commitment to creating high-quality affordable products that are both stylish and functional. Her aim was to provide wahine with timeless jewellery pieces that are not only affordable but have a taste of luxury. With a background in design and business, Alicia has a knack for creating products that are both practical and aesthetically pleasing to suit everyone. As an eczema sufferer Alicia found it difficult to buy affordable jewellery that wouldn't irritate her skin and cause a severe rash. It was very important to her that the jewellery she was creating was hypoallergenic.