How MAD is Minimalist?

During Beirut Design Week, Roula will launch her new brand Minimalist with a new collection called “Soar” at Oddish Concept Store: Beirut Port District on Friday 29th.

Who is Minimalist?

“Minimalist brings in an innovative jewelry designer brand that combines rough architectural contemporary flair with sensibility inspired from both nature and colorful cultures; it has a distinguished identified style that caters to a global market. Anyone can be Minimalist.

Who is behind the brand?

“I am an up-and-coming Lebanese contemporary jewelry designer. I started my brand a couple of years ago when I decided to leave the corporate world to embrace my true calling. I participated in local and international fairs trying to reach a larger market.
My underlying vision is to make jewelry, accessible to a large crowd of women, whilst preserving the heritage and empowering local craftsmen. At the crossroads of fine jewelry and fashion jewelry, my goal is to reach modern, elegant women while selling at highly competitive prices. For me, anyone can own a prestigious piece of jewellery.”


What’s the Story behind Minimalist?

“The interest the brand has arisen has given me the confidence to grow it internationally. but even with my years of experience and with the social media new impact, I realized that I need to change, to fit, to reach and connect. And came the idea of re-branding to “Minimalist”.

“Minimalist” is my new branding with a new flair: simple yet elegant; easier to wear; talks to everyone and can be purchased at very competitive prices.”


Why launching during Beirut Design Week?

“I wanted to pick the right moment to make a come-back and show the people the shifting between the brand Roula Dfouni to Minimalist. During Beirut Design Week, everyone is already into the art and design and they are interested in any related event. So, I considered that launching during this period is the best timing. I want to create a huge momentum around the event and the brand. The brand was away from the local market for a while and even before that, my target was focused on the international.

I will be introducing my new branding: Minimalist; my new collection | SOAR |; a new photoshoot”