Chain-store jewelry can be lackluster (especially when everyone owns the same thing) and great costume jewelry can come with a high price tag, which is why Joyce Lam (left) and Niki Allworth sought to create an online destination with affordable, eye-catching statement gems: Rue Gembon. Before launching the site, Joyce had plenty of experience in the fashion arena (3.1 Phillip Lim, Women’s Wear Daily, Elle), then ventured into styling under Kate Lanphear’s wing. Niki left behind the accounting industry to pursue her passion for fashion graphic design and began freelancing.

Shop It: Andreia Earrings, $27 (my favorite!) // Celeste Bracelet, $90 // Liana Necklace, $71 // Jacquelyn Earrings, $27 // Carissa Gun Necklace, $62 // Darla Topaz Ring, $60 // Alea Bronze Ring, $35

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