Roula Dfouni - who is changing the brand’s name into MINIMALIST Atelier - is an up-and-coming Lebanese contemporary jewelry designer, spotted by the who’s who of the industry in Europe: TRANOI, Not Just a Label, Passion Origins and Beliefs, and featured in international publications such as Vogue UK and Vogue Germany. Roula started her brand a couple of years ago when she decided to leave the corporate world to embrace her true calling. The brand sold in Europe, the Middle East, Japan and on a few online international platforms such as Mysoukinthecity, Bucolik and NJAL. It was selected among the finalists of the Mediterranean Fashion Price 2016. Its underlying vision is to make jewelry, accessible to a large crowd of women, capitalizing on “the new economy”, whilst preserving heritage and empowering craftsmen. At the crossroads of fine jewelry and fashion jewelry, the brand caters to the global market of modern, elegant women and sells at highly competitive prices.