Miraco Aims to Offer Accessible Fine Jewelry
Samira Baraki is addressing a white space in the jewelry industry with her new brand, Miraco.
The founder and chief executive officer is launching her brand on Tuesday as a way to offer accessible fine jewelry, both in terms of price and marketing, to a more diverse customer base.
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“I want Miraco to be known as a luxury jewelry and lifestyle brand that is female founded and woman of color founded,” Baraki said. “It’s hard to find that representation in the luxury space. I want the brand to be known for making unique designs more accessible and bringing quality to everyone, so everyone can see themselves in luxury. Everyone should be able to see themselves regardless of where they’re from or what they look like.”
Baraki had the idea of launching Miraco based on her travels to Turkey last year, where she met a jeweler in Istanbul who created custom pieces for her. When she saw how the pieces were high quality, yet accessibly priced, she wanted to bring this concept to a larger scale by partnering with the jeweler and other international manufacturers to create fine jewelry made in 14-karat and 18-karat gold and with ethically sourced diamonds and gemstones.
Miraco is launching with a first collection of necklaces, earrings, rings and bracelets designed in a minimal, timeless aesthetic. Baraki highlighted one of the key styles of the collection as the Rumi earrings, which are a rectangular shape embellished with diamonds. The founder explained most of the styles average between $1,200 to $1,500, with the entry price starting at $300.
In line with making fine jewelry more accessible, Baraki also stated she’s focusing on changing the perception of what makes jewelry valuable. She explained her gold pieces are lightweight, in order to “change the narrative around valuing gold for its weight and more for its quality, design and style,” she said.
On who the brand’s customer is, Baraki explained: “A diverse demographic — really a woman that wants to wear jewelry that has an appreciation for style and a world traveler because some of our designs are incorporating Turkish and European influence, so someone who appreciates the world and someone who really wants to invest in luxury jewelry.”
Baraki explained she sees the brand growing with more collections focusing on a timeless aesthetic.
“Jewelry is something that’s meant to be invested in and worn for generations and passed down,” she said. “That’s kind of what I was going for, but with a little bit of a twist.”
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