Simräl was born and raised in the Netherlands where the love for making jewellery started during her University studies. After establishing herself firmly within the Dutch jewellery sector, she slowly gained recognition for her work.

She now seeks similar successes within the Middle-Eastern market to find new and creative ways to surprise her customers with beautiful, affordable Dutch designs with an Arabic touch. High-quality materials, Swarovski crystals, professional craftsmanship and affordable prices were key for her successes in the launch of this SS Collection 2018.