Introducing the Rumi Collection

As we unveil our newest collection Rumi, we sat down with our Head Designer, Shona MacDonald, to explore the deeper meaning behind the collection.

'Rumi' translates to "current of flow", symbolic of a shifting and evolving journey. Tell us how this resonated with you and led to the Rumi Collection?

This collection has been the perfect tale of the creative process. The ability to pause, reflect, evolve. Born out of an idea for a different project, Rumi grew into a fun and free expression of creativity. Sometimes as creatives it can be hard to let go and just go back to a creative state of play. Rumi embodies that for us.


In crafting this collection there was a process of allowing the natural path to present itself, numerous trials to achieve the ideal flow. Tell us about this creative process and how it challenged our jewellers?

The way that Rumi evolved meant leaning into the development of the designs. Taking the extra time to do multiple trials, and allow our jewellers the freedom to explore. I believe that telling a creative to make something look effortless, or as if it happened by accident is one of the hardest tasks to achieve - but when you do achieve it, it is a wonder of sorts, and something for our team to take great pride in.

With Rumi we really want to create something that emulated that sense of the beauty found in happy accidents, the beauty of nature, the fluidity of lifes journey. It took a lot of trial and error to get the curves and the flow of the band just right. Meticulous hours upon end playing around with groups of diamonds to find the perfect direction for our Rumi Ring | Diamond.

'Rumi' translates to "current of flow", symbolic of a shifting and evolving journey. Tell us how this resonated with you and led to the Rumi Collection?

This collection has been the perfect tale of the creative process. The ability to pause, reflect, evolve. Born out of an idea for a different project, Rumi grew into a fun and free expression of creativity. Sometimes as creatives it can be hard to let go and just go back to a creative state of play. Rumi embodies that for us.


In crafting this collection there was a process of allowing the natural path to present itself, numerous trials to achieve the ideal flow. Tell us about this creative process and how it challenged our jewellers?

The way that Rumi evolved meant leaning into the development of the designs. Taking the extra time to do multiple trials, and allow our jewellers the freedom to explore. I believe that telling a creative to make something look effortless, or as if it happened by accident is one of the hardest tasks to achieve - but when you do achieve it, it is a wonder of sorts, and something for our team to take great pride in.

With Rumi we really want to create something that emulated that sense of the beauty found in happy accidents, the beauty of nature, the fluidity of lifes journey. It took a lot of trial and error to get the curves and the flow of the band just right. Meticulous hours upon end playing around with groups of diamonds to find the perfect direction for our Rumi Ring | Diamond.

What was something unexpected that arose from crafting this collection?

Our Rumi Ring Set was a very unplanned addition to the collection. Sometimes, when you're working on a collection, an idea just comes from nowhere and suddenly feels like it's of the deepest important to bring it to life. This piece felt like the finishing touch.

Two bands, physically held together by a linking charm - the perfect summation to the moments in life that stop us in our tracks, and change us for the better.

What was something unexpected that arose from crafting this collection?

Our Rumi Ring Set was a very unplanned addition to the collection. Sometimes, when you're working on a collection, an idea just comes from nowhere and suddenly feels like it's of the deepest important to bring it to life. This piece felt like the finishing touch.

Two bands, physically held together by a linking charm - the perfect summation to the moments in life that stop us in our tracks, and change us for the better.

Rumi

Water flows. Never staying put, it surrenders.

Rumi is designed to be stacked and made to be lived in, moulding perfectly to the wearer’s life.

Explore The Collection

What is your most-loved piece from the collection?

I'm obsessed with the Rumi Ring | Diamond, especially two stacked together. I love the way you can play with this collection and express your creativity, layering pieces together to make your own unique stack and tell your own story. There are also 68 diamonds in this piece, some as small as 0.8mm, which create the undulating flow of diamonds across the surface of the ring. A labour of love for our setters, but such a beautiful exuberant summary of the joy we poured into this collection.

What is your most-loved piece from the collection?

I'm obsessed with the Rumi Ring | Diamond, especially two stacked together. I love the way you can play with this collection and express your creativity, layering pieces together to make your own unique stack and tell your own story. There are also 68 diamonds in this piece, some as small as 0.8mm, which create the undulating flow of diamonds across the surface of the ring. A labour of love for our setters, but such a beautiful exuberant summary of the joy we poured into this collection.

"The perfect summation to the moments in life that stop us in our tracks, and change us for the better."

This collection was designed to be styled and stacked, customised with birthstone pieces and invites our customers to tell their story. Tell us a little bit about why this was important for this collection specifically.

There is nothing I love more than when we get to interact with our customers. I feel honoured to be invited into our communities lives, to assist them in telling their stories, and expressing themselves in a multitude of different ways.

I hope that the variety of options found within the Rumi collection allow you to either build upon these pieces as your life evolves and shifts, or customise them to represent people or milestones already present in your life. I can't wait to see how different people interact with the pieces in this collection, styling if with their existing pieces, and building Rumi stacks of their own.

To pass the opportunity for this collection to continue to develop, outside of NMJ fills me with excitement for what it could become and the significance it could hold for people. I hope it invites our community to take time to be present and mark the special moments in life, as they pass by so fast, it's important to sit in the feelings once in a while and I hope Rumi can encourage this.


Tell us your hopes for this collection.

I hope this collection brings the same opportunity for creative play to our community, as it did for me. Sometimes, we just need to open up to creativity and embrace the opportunity to lean in and take a chance. Rumi brought such joy to us as a team as we watched it evolve and develop, and we hope it does the same for you.

This collection was designed to be styled and stacked, customised with birthstone pieces and invites our customers to tell their story. Tell us a little bit about why this was important for this collection specifically.

There is nothing I love more than when we get to interact with our customers. I feel honoured to be invited into our communities lives, to assist them in telling their stories, and expressing themselves in a multitude of different ways.

I hope that the variety of options found within the Rumi collection allow you to either build upon these pieces as your life evolves and shifts, or customise them to represent people or milestones already present in your life. I can't wait to see how different people interact with the pieces in this collection, styling if with their existing pieces, and building Rumi stacks of their own.

To pass the opportunity for this collection to continue to develop, outside of NMJ fills me with excitement for what it could become and the significance it could hold for people. I hope it invites our community to take time to be present and mark the special moments in life, as they pass by so fast, it's important to sit in the feelings once in a while and I hope Rumi can encourage this.


Tell us your hopes for this collection.

I hope this collection brings the same opportunity for creative play to our community, as it did for me. Sometimes, we just need to open up to creativity and embrace the opportunity to lean in and take a chance. Rumi brought such joy to us as a team as we watched it evolve and develop, and we hope it does the same for you.