Spreading Smiles | The story behind RUIFIER’s signature Friends Collection

Established and based in London, contemporary jewellery designer RUIFIER was founded by Central St Martins graduate Rachel Shaw and creates fun and enduring pieces, intended to spread smiles and brighten all ensembles.

 

Faces from the Friends Collection | Image courtesy of RUIFIER ©
Faces from the Friends Collection | Image courtesy of RUIFIER ©
A closer look at the Turn-Me-Over Collection | Image courtesy of RUIFIER ©
A closer look at the Turn-Me-Over Collection | Image courtesy of RUIFIER ©

 

RUIFIER’s signature Friends Collection takes facial expressions and turns them into fashion statements. Composed of premium materials, the collection is characterised by the selection of pop-culture symbols that form the charms. The characterful face charms are held on cord bracelets in colours all across the spectrum, or chain pieces crafted from precious metals.

 

Finding perfect balance between fun and minimalist, the Friends bracelets require complex, precise crafting techniques; each design conceals a delicate, technical composition. Founder Rachel Shaw explains:

 

‘Our Friends bracelets are highly technical by nature. The concept of the cord threaded perfectly through the character’s expression is a unique design, patented to the brand. With eleven different characters, all initial designs were adapted to translate the concept.’

 

Rachel Shaw, founder of Ruifier | Image courtesy of RUIFIER ©
Rachel Shaw, founder of RUIFIER | Image courtesy of RUIFIER ©
More pieces from the Friends Collection | Image courtesy of RUIFIER ©
More pieces from the Friends Collection | Image courtesy of RUIFIER ©

 

Each Friends Collection face represents a different expression or emotion, making the jewellery an especially exciting option for day-to-day wear; the bracelets are perfect for enhancing an outfit with a charm to fit your mood that day, or would make a thoughtful gift for fashionable friends who love to personalise a look.

 

The iconic faces are hand-polished to a mirror finish, while the cord is intricately threaded through each expression.

 

The Friends bracelets worn together | Image courtesy of RUIFIER ©
The Friends bracelets worn together | Image courtesy of RUIFIER ©
The 'ABC' Collection | Image courtesy of RUIFIER ©
The ‘ABC’ Collection | Image courtesy of RUIFIER ©

 

RUIFIER’s new collection of ‘Turn-Me-Over’ bracelets develops the expressive aesthetic by featuring a different facial expression on each side of the charm, meaning the wearer can flip the face to match how they feel.

 

The brand has also recently created another new collection, ‘ABC’, which features bracelets with all 26 letters of the alphabet. Shaw developed a bespoke RUIFIER font especially for the designs, lending each piece a unique aesthetic. The cut-out style letters on the charms reveal a flash of colourful cord underneath, staying true to RUIFIER’s signature style.

 

'ABC' Bracelets, stacked for a fun outfit enhancement | Image courtesy of RUIFIER ©
‘ABC’ Bracelets, stacked for a fun outfit enhancement | Image courtesy of RUIFIER ©
'ABC' Bracelets, stacked for a fun outfit enhancement | Image courtesy of RUIFIER ©
‘ABC’ Bracelets, stacked for a fun outfit enhancement | Image courtesy of RUIFIER ©

 

 

The subtlety and delicacy of every RUIFIER piece offers endless possibilities for layering and stacking the designs, allowing you to build up a wide collection and curate the way you wear them.

 

‘Our clients buy our bracelets and chains to layer them up,’ explains Shaw, adding, ‘nothing makes us happier than to see our customers wearing smiles!’

 

Stacked bracelets from the Friends Collection| Image courtesy of RUIFIER ©
Stacked bracelets from the Friends Collection| Image courtesy of RUIFIER ©

 

 

The Conran Shop has partnered with RUIFIER to offer you the chance to win your very own signature RUIFIER Friends bracelet.

To win, simply visit our Instagram page @theconranshoplondon and follow the competition entry instructions.

 

Click here to discover RUIFIER’s Friend, ABC and Turn-Me-Over collections at The Conran Shop.