‘Shourouk’ jewelry is the eponymous label of a Parisian designer of Tunisian descent, Shourouk Rhaiem. She is forever turning the fashion world on its head with her colorful opulent designs, and we are definitely intrigued.
Originally, Rhaiem started out with fashion design, working at renowned fashion houses John Galliano, Chloé, Roberto Cavalli and Jean Paul Gaultier, which led her to discover her inclination towards luxury accessories. And so, she made the switch from fabric to jewelry. The Paris-based designer, who graduated from Studio Berçot in 2005, created her colorful ‘Shourouk’ costume jewelry label in 2008 with business partner Pierre Lasquier. Rhaeim is known for her luxurious and decadent costume jewelry and art pieces that impressively blend an arrangement of stones, metals, and Swarovski crystals to make statement pieces often in neon colors. They were first shown at a prêt-à-porter fair in Paris when the First Lady of France at the time, Mrs. Chirac, visited the booth and brought them to the attention of the world. Her effervescent designs have appealed to superstars such as Jennifer Lopez, Lady Gaga, Sarah Jessica Parker, Jessica Chastain and Nina Dobrev, the former first lady of the United States Michelle Obama, Princess Victoria of Sweden and creative consultant and editor-at-large for Vogue Japan Anna Dello Russo.
The inception of her brand stems from her upbringing. In fact, Rhaeim grew up in a divided home, with parents who would constantly fight. However, she recalls watching ‘Ricoré’ coffee commercials on the television; the scenes she saw were of the perfect family unit. It was this that inspired and propelled her seven years ago to use a maximalist approach to applying Swarovski crystals to household items. She started her bling project with a ‘Ricoré’ coffee container, adding crystals until it gleamed as brightly as the picture of familial harmony that she yearned for.
Now, each collection is inspired by her travels, from the exuberance of the Maharajahs to 80’s pop culture, timeless Hollywood glamour, or Russian aristocracy. She collaborated with Indian artisans calling to mind her early days working for John Galliano who once sent her to India to oversee the embroideries that were featured on his dress designs during subsequent shows. This trip left her fascinated with the traditional Indian embroidery. Her family is originally from Nabeul, a city that is also known for its craftsmanship and embroidery and where she has learned many techniques. She says she has always found traditional Tunisian garment making truly inspiring. In her interview with The Finest Emirates she states that “a collection always starts from a new technique which drives the creative process.” Her collections are inspired by the beautiful objects that she surrounds herself with or those brought back and collected from trips abroad.
Collaborations with Jean Paul Gaultier, Philippe Starck, the Paris Lido, Sephora, Net-A-Porter, Swarovski, Shanghai Tang and Hiroko Koshino have been the highlights of her brilliant career. Her work has appeared on shows like Sex and the City and Gossip Girl. Eleven years after making women from all over the world shine, twinkle and sparkle, Rhaeim decided to express her talent through art. At its Vienna flagship, Swarovski asked her to create an art installation. “I was stunned by all the supportive people looking at it with a spark in their eyes. Finally, my idea to crystalize the world had found an audience,” she said.
To celebrate a milestone since the creation of ‘Shourouk’ jewelry, Rhaeim recently hosted a Paris gallery show. All her “blinged” household items were put on display, their Swarovski crystals reflecting the light at the Galerie Pixi. It was Rhaiem’s first ever art show, and to everyone’s delight, most of her pieces have sold.
Rhaeim described her personal style to Emirates Woman as “a mix and match look that combines vintage and designer pieces, finished with a touch of bling-bling and red lipstick.” According to Vogue.me “Rhaiem’s newest jewelry collection references cinema via an allegory of Elizabeth Taylor on an impromptu food shopping spree - with all the fruits and vegetables turning to jewelry.” Amongst her future aspirations is an art exhibition in Dubai, something to look out for in the future.
Needless to say, Shourouk Jewelry is nothing but opulence and flamboyance, it’s all about the shine of its Swarovski crystals. Choose from jewelry, bags, makeup, and shoes including jellyfish sandals with crystal flowers and butterflies because this summer, it’s your time to shine. Be sure to check out the website for lots more eye candy at shourouk.com. The designs are also available from specialty retailers around the globe. In San Francisco: La Boutique; New York: Henri Bendel; Paris: Gallerie Lafayette; Dubai: Boom & Mellow; Hong Kong: Harvey Nichols.
