In the demi-fine jewelry industry, Roses Muse Inc., a company co-founded by husband and wife Ali Mansouri Chafik and Almedina Smlatic, transforms elegance with its unique combination of contemporary and oriental designs. Launched in November 2023, the Vancouver-based company has quickly established itself in the North American market and has ambitions of expanding worldwide.
Seeds of Elegance
The seed for Roses Muse was planted in August 2022, born out of a desire to infuse the jewelry market with pieces that resonate deeply with modern women. Ali and Almedina embarked on a mission to empower women through jewelry, symbolizing femininity, love, and beauty.
“Our vision was clear from the start,” reflects Ali. “We wanted to create something more than just jewelry; we aimed to craft symbols of elegance and confidence that every woman could embrace.”
The Roses Muse collection, inspired by the timeless beauty of roses, is unique in a crowded market. Each piece, from earrings to necklaces, is a blend of 18k Gold and Sterling Silver, crafted to be more than an accessory but also a statement of grace and self-assurance.
Almedina adds, “Our designs are a tribute to the rose and the woman – both synonymous with beauty and influence.”
Thorns of Competition
In a market projected to reach $5.32 billion by 2030, distinguishing oneself is no small feat. Roses Muse Inc. does so with its unique aesthetic – a contemporary twist on oriental motifs. This distinctive style has positioned them as a brand to watch in the growing market of demi-fine jewelry.
However, not all industry observers are convinced. An anonymous expert in the jewelry market remarks, “While Roses Muse’s designs are indeed unique, the challenge lies in sustaining consumer interest in a highly competitive and ever-evolving market.”
This skepticism underlines the challenges facing new entrants in the jewelry industry, particularly in balancing distinctiveness with broad appeal.
Expanding Roots
Industry challenges do not deter the Mansouri Chafiks. With a primary focus on the U.S. and Canada and shipping options extending to Europe and parts of the Middle East, they are set to expand its market base. “Our goal is not just to sell jewelry, but to tell a story with each piece, one that resonates globally,” states Ali.
Roses Muse Inc.’s aspirations extend beyond immediate sales. The founders dream of transitioning from an online-only presence to physical stores one day. “We see Roses Muse as a space where the elegance of our jewelry and the stories they tell can be experienced tangibly,” shares Almedina.
Roses Muse Inc. is a trendsetter in the contemporary demi-fine jewelry movement, fusing the charm of Eastern-inspired designs with modern elegance. As they face the obstacles and chances in an expanding market, their experience from an idea to a thriving business proves the significance of innovation and persistence despite skepticism within the industry.
