In 2008, ShouroukRhaeim created her jewelry brand in her "cabinet of curiosities", as she likes to call her studio. The label’s signature: embroidery, gemstones, sequins and bright colors. She became renowned very early and collaborated with many brands, notably with Jean Paul Gaultier for his Fall/Winter 2009 haute-couture fashion show or with Adidas, customizing the ball for a football World Cup opening match. In 2015, she continued to expand her business with a first make-up collection available exclusively at Sephora.
Shourouk Rhaeim, a fashion passionate, studied design at Studio Berçot. After graduation, she worked in ready-to-wear, first in Paris at Chloé and John Galliano, then in Florence at Roberto Cavalli. Although she was then determined to join the Lanvin house, she launched her own label in 2008, as advised by Marie Rucki, director of Studio Berçot.