Founded by designer Rachel Shaw, RUIFIER stands for simple elegance that pushes the formalities of fine jewelry in the direction of quirky and fun in a minimalistic way. The idea behind their designs is to encourage the wearer to define their own style through including interchanging features and style options for their pieces.

Known for the incredible craftsmanship and detail, the brand has become a favourite of many. Their pieces include many precious stones and diamonds that are conflict-free.  

In September 2015, the brand won a place in the British Fashion Council jewellery initiative, Rock Vault. You can also see the line being worn by many different celebrities such as, Reese Witherspoon, Suki Waterhouse, Emma Roberts and G-Dragon.