Pure gold Jewish pride

Rivi and Ricky New, Melbourne-based sisters-in-law are the kind of women who turn heads without trying — they are effortlessly stylish, with impeccable taste. Ricky’s award-winning career with major Australian studios and brands has made her a force in design, while Rivi’s background as an aesthetician has honed her impeccable eye for detail. Together, they exude a rare blend of creativity and sophistication.

So, when these sisters-in-law teamed up to launch RREN — a jewellery brand specialising in timeless diamond and gold pieces — it felt like a natural extension of their shared passion for fashion and beauty. (Pronounced wren, RREN cleverly combines their initials, R and N, into a sleek name.)

Their business was due to launch at the end of October 2023 and the pair had spent months designing bespoke pieces including solitaire necklaces, tennis bracelets and diamond rings as well as beautiful classic gold chains.

With their gold and diamond jewellery crafted, their designs photographed and uploaded on a ready-to-launch website, everything seemed ready to fall into place — until October 7 changed everything.

“We were meant to launch around at the end of October 2023. And then October 7 happened…we were too consumed by grief and heartbreak. It didn’t feel important. It didn’t feel like something that we could put our energy into,” says Ricky.

The two of them put their launch on hold, horrified by the emerging images of carnage from Israel, and decided that they would use their considerable artistic and design talents to good use. The sisters-in-law went back to the drawing room, trying to decide what they could do, as artists and creatives, to both help the victims of October 7 in a practical way and showcase Jewish pride.

They made the decision to pause the launch of their gold and diamond pieces and instead to create a Judaica jewellery line.  A percentage of profits from the Jewish-themed collection would be donated to support hostages and survivors of October 7.

“We started creating Judaica jewellery pieces, which was not part of the plan. It was a huge pivot,” says Rivi.

They launched their brand in December 2023 with a collection  called “Judea,” including star-of-David diamond necklaces and bracelets, a Chai necklace and rings with the star-of-David, all available in gold and diamonds.

“Did I think that I was going to be creating a brand that incorporated Judaica? Probably not. The truth is, when we were going to launch RREN, that wasn’t the plan. But October 7 shook us to our absolute core, putting into perspective what’s truly important to us,” Ricky explains.

To date, this unexpected pivot has resonated with their audience. In the year since the brand’s launch, and at a time of rising antisemitism in Australia, Judea has been embraced by Jewish and non-Jewish customers, local and international.

“We launched ourselves with our entire Jewish identity on display. We are really happy with that decision. It’s essential to who we are. We are proud of our Jewish identity. We feel so connected to our people and our heritage,” says Ricky.

So far, the sisters-in-law have mainly sold their pieces online or via private viewings and pop-ups in Melbourne. But as the brand grows, they are seeking a showroom to support increased sales and engagement ring consultations.

In an age where Jewish creatives are being doxed and harassed in Australia, RREN has managed to cut through the noise and be embraced by a wide range of people. And despite its clear Jewish pride, RREN has not received any backlash.

“We obviously know people that have experienced doxing here in Melbourne, and it’s devastating, but so far, we were spared from any of that,” says Ricky.

The brand’s growth is no accident. RREN’s success lies in its ability to carve out a niche in the market, offering a highly personalised and supportive experience for buyers, paired with an unwavering commitment to quality.

For Rivi and Ricky, this hands-on approach reflects not just their professional ethos but also their personal stories, including Rivi’s journey to find bespoke jewellery — something that didn’t always go as planned.

Rivi recalls her 10th wedding anniversary as both a joyful and defining moment. Her husband wanted to mark the milestone with something special, so he surprised her with the chance to design and purchase an eternity band — a ring featuring a continuous band of diamonds or gemstones. While on holiday in America with their children, Rivi visited a well-known jeweller in New York and placed the order.

When the ring arrived at her home in Caulfield, Melbourne, her excitement quickly turned to disappointment.

“It was the biggest purchase of my life, but when it arrived, the band didn’t fit, and the diamonds were slightly crooked,” she says, still stung by the memory. Though she sent it back to New York for repairs, the experience left her determined to create a better option for others: a jewellery line where quality and care were guaranteed, something that drove her to open RREN with her sister-in-law Ricky.

So, what’s next for this Jewish-positive female-run brand?

RREN recently partnered with Hendel Futerfas, a local Australian Hasidic artist renowned for his intricate woodwork creations. The collaboration transformed one of Hendel’s intricately carved wooden Chai symbols into a 14-carat gold necklace with options for customisation. This marks the first time Hendel’s work has been immortalised in jewellery, a milestone he describes as profoundly meaningful.

“Seeing the sculpture transformed into a necklace was an unexpected but deeply moving evolution,” he says. “It takes the message of the sculpture, its spirit of perseverance and purpose, and makes it wearable. The necklace allows the message of Chai [celebrating life] to travel with people, becoming part of their lives in a tangible, intimate way.”

As for Ricky and Rivi, they remain humbled by the success of their journey. “We’re grateful every single day,” Rivi says. “We never had expectations; we just take it as it comes. Every order feels like a blessing.”