Shourouk, the Queen of Razzle-Dazzle

What do you get when you mash up folkloric, baroque, and funky designs, then add a dash of enamel, crystals, and intricate embroidery, and top it off with a splash of sizzling, eye-popping color? Welcome to the world of Shourouk Rhaiem.
Interview with Shourouk Rhaiem


Shourouk studied at the renowned Studio Berçot in Paris. After working as a textile and accessories designer with Chloé, John Galliano, Roberto Cavalli, and Jean Paul Gaultier, she launched her own line of accessories just before the financial crash of 2007, when everyone else was paring back budgets and lifestyles. This didn’t deter her in the least: her majestic pieces were snapped up by A-listers with an eye for the Shourouk brand of exuberant femininity and originality that gets a girl noticed—Sarah Jessica Parker and Jennifer Lopez, for instance, plus Michelle Obama and Anna Dello Russo, among many others. This high-energy mix of styles can be traced back to her family’s love of razzle-dazzle and the rich, multi-ethnic culture of her Tunisian heritage, tempered by the effortless chic of the true Parisienne.

We caught up with Shourouk (whose name means ‘sunrise’ in Arabic—highly appropriate, given the effect her vibrant pieces have on her devotees) to find out what’s making her tick in 2017.

It was Marie Rucki, director of Studio Berçot fashion school, who suggested I should launch my own brand. She helped me to focus on an aesthetic structure. I had always wanted to communicate my ideas to others, and I was lucky enough to meet exactly the right people to help me fulfill my vision. I followed her advice, and here I am! 

My influences are many and varied. For my Fall/Winter 2017 collection I was inspired by Bollywood, Egypt, and the Paris Lido—for me, mixing contrasting inspirations is the best way to make something happen, but it doesn’t end there. In order to create balance I use these rich perspectives as a push to give a cohesive shape to my collection; from there, I develop a contemporary take on these references.

I love traveling, learning about other cultures, and seeking out special places. My passion is shopping in flea markets from Peru to Mexico, India to China. Every time I travel I bring back ideas—it might be Indian bangles from a Bombay market or vintage carafes from Thailand. This is how I gain inspiration for my new creations.

For my Fall/Winter 2017 collection I collaborated with Lido Paris, launching a range of sweatshirts and T-shirts lavishly embroidered with Swarovski crystals. I was inspired by the iconic Lido cabaret—the crystals, the sequins, the feathers. I like to add something different to keep surprising our clients.

Swarovski crystals are an essential part of my signature and design. Having those precious, light-filled stones around your neck make you shine! I am the queen of bling, so how can I do it without Swarovski? It’s all about an attitude, a spirit. Jewelry enables you to escape from the ordinary.

Find products of Shourouk here