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THE WOMAN BEHIND RUBIELLE
Founded in London by Rafaela de Mello, Rubielle London was born from a lifelong fascination with jewellery, gemstones and the emotional power a piece can carry.
Raised surrounded by exceptional jewellery and inspired by her mother’s timeless elegance and remarkable collection, Rafaela developed an appreciation for fine jewellery from an early age. Within her world, jewellery was never simply ornamental, it represented identity, confidence, and presence.
Her connection to gemstones deepened even further through direct exposure to the world of mining from childhood, as her uncle worked within the industry. This proximity created a profound admiration for the rarity, formation and individuality of precious stones, particularly Colombian emeralds, Paraíba tourmalines, aquamarines and other extraordinary gems that continue to influence Rubielle’s identity today.
Through years of direct contact with the gemstone and mining industry, Rafaela also developed a strong awareness of how inaccessible fine jewellery had become within the traditional luxury market. Understanding the real world behind precious stones and materials shaped one of Rubielle’s core philosophies today: exceptional jewellery should not rely solely on inflated markups to feel luxurious.
This vision became one of the foundations behind Rubielle London, offering refined, elevated jewellery crafted with carefully selected materials and gemstones while pursuing a more intelligent and accessible approach to luxury.
Then came moissanite, a stone whose brilliance, fire and modernity completely transformed her perspective on contemporary jewellery and became one of the greatest inspirations behind the maison’s identity today.
Now based in London, Rafaela created Rubielle at 29 years old alongside her husband and her lovely team, transforming a deeply personal passion into a jewellery house defined by refined aesthetics, elevated craftsmanship and intentional luxury.
Today, her vision continues to shape every aspect of Rubielle, from the curation of gemstones and materials to the maison’s distinctive editorial identity and contemporary approach to fine jewellery.