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Fine jewellery brand Ruifier has charmed its way into the industry with a collection of fun-loving pieces that focus on the emoji as a core motif. Founder Rachel Shaw studied jewellery design at Central St Martins where her passion for jewellery grew and soon she decided to launch her own label, taking its unique name from the English word ‘Reify’ meaning ‘to create a tangible object from an abstract idea’. Since then, RUIFIER has won a place in the British Fashion Council jewellery initiative in 2015, alongside celebrities such as Kristen Wiig, Reese Witherspoon and Emma Roberts sporting her interchangeable designs.Shop The Collection