Designer Jules Kim provided lots of the bling for the edgy new clip
When Rihanna went in search of jewelry to wear in her new “We Found Love” video, the singer looked no further than Bijules, an edgy line by aptly named Manhattan-based designer Jules Kim. Having added sparkle to ensembles worn by Beyoncé, Fergie, Mary J. Blige and Kim Kardashian — to name a few — Kim has become a go-to gal for celebrities looking to spice up an outfit.
Rihanna first wore Bijules in her stark “Umbrella” video, Kim tells PEOPLE. But for “We Found Love,” the designer “was really pushing mixing styles with different directions and metals,” she says. (Two of her rings can be seen when the singer takes a spin around 2:55.)
When providing jewelry for Beyoncé’s “Sweet Dreams” video, Kim placed a set of spiky gold, diamond and ruby nail rings on the singer. “I love to make creative and fun packaging,” she adds. “So I stuffed the nails into a cute plush puppet bunny rabbit that was delivered [to buyers] around Easter.”
Deeming her designs “original-concept fine jewelry,” Kim finds inspiration in pushing boundaries and redefining fashion standards. “What was once a ring is now a classic bar ring,” she explains of her innovations, adding, “I make jewelry for undiscovered parts of the human body and I make it popular.”
Shop Rihanna’s “We Found Love” jewels — which include the black pearl knuckle ring and mini-icicle bar ring — at bijulesnyc.com.