Today we’d like to introduce you to Ruma Momin.
Hi Ruma, we’d love for you to start by introducing yourself.
I started á La Couture right after I graduated from college with a degree in Finance. Honestly, I chose Finance because it seemed like the “safe” option, but I didn’t feel any passion for it. After landing my first corporate job, I quickly realized I was miserable there—my manager was miserable too, and that’s when I started dreaming about á La Couture. I figured I could keep my corporate job for stability while working on a side hustle that was more fulfilling.
The whole idea of pivoting to something creative was a huge leap for me. Growing up, it felt like fashion was a taboo path, especially in our culture. But after a lot of thought, I decided to take the plunge and start my own brand. I began by offering custom-stitched apparel from Pakistan. My cousin’s backyard became our first “studio” where we did photoshoots with friends and family who volunteered as models. I hired a photographer, created a Facebook profile, and began launching collections. Every single collection sold out within days, sometimes hours, and the cycle of launching new pieces and doing trunk shows became a successful routine.
After about 4-5 years in apparel, I hit a bit of a burnout. The process started to feel repetitive, and I was running into a lot of issues on the apparel side of the business. I was ready to quit, but my husband encouraged me to pivot instead. He suggested I try jewelry, and I thought, “Why not?” It turned out to be one of the best decisions we made for the brand. Pivoting to jewelry brought its own set of challenges, but with full commitment and a lot of perseverance, we’ve been successfully growing for over 15 years now.
Around 2017-2018, we began expanding our team, and some of the team members from back then are still with us today. á La Couture is more than just a business—it’s a passion project, a community, and an identity for so many of us who work behind the scenes. Being a pioneer in the Atlanta area and part of the rise of e-commerce has given us invaluable knowledge about running an online business. Even though there’s no “time off” in this kind of work, it never feels like work. That’s what I love about it.
Now, we’re shipping to clients all over the world. There are very few places we haven’t sent products to, and every international order is a reminder of how much more we can achieve. We’ve delivered over 50,000 orders to date, and our team has grown from just three people to a team of 15+. Our brand also provides work for so many amazing people, particularly mamas, and it’s incredible to know that we’re able to help support families. For me, it’s not just a business—it’s a legacy I want to leave behind.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It has definitely not been a smooth road—but that’s truly part of being an entrepreneur. You have to become comfortable with always being a little uncomfortable and be willing to adapt constantly when change or roadblocks come your way.
One of our biggest struggles for a long time was staffing and operations. In the early days, managing a growing team efficiently was challenging. We found ourselves needing to step in often—not because our team wasn’t capable, but because we were building systems and procedures as we went. We weren’t a franchise, and there was no rule book to follow. We were creating something completely new, which meant learning through trial and error.
While it was challenging at first, those growing pains forced us to build strong foundations. Over time, we developed the processes that allow us to operate much more efficiently today. That struggle was just one of many along the way, but it was definitely one of the most impactful—and one that ultimately helped shape the business into what it is now.
Alright, so let’s switch gears a bit and talk business. What should we know?
á La Couture is a high-end imitation jewelry brand focused on creating timeless pieces meant to be passed down from generation to generation. We create our jewelry using the same techniques and attention to detail as fine jewelry, which allows each piece to feel elevated, intentional, and lasting. That dedication to craftsmanship—paired with a large, committed team that stands behind every single order—is what truly sets us apart.
We were also one of the first brands in the U.S. within the Indian and Pakistani jewelry space to be at the forefront of paid digital marketing. Having years of hands-on experience in this niche has given us a deep understanding of our clients—what they’re looking for, how they shop, and what truly matters to them. That insight allows us to continually evolve while staying true to our roots.
Another key differentiator for us is custom jewelry. We are one of the few brands in our niche that offers this service, and we’ve created thousands of custom pieces over the years. Being part of such meaningful moments in our clients’ lives is something we take immense pride in.
Most of all, I want readers to know how passionate we are at á La Couture. That passion shows in every detail—from our designs to our customer experience. We genuinely love what we do, and we value each and every client every single day. When you shop with us, you’re not just purchasing jewelry—you’re becoming part of a brand built on care, craftsmanship, and connection.
How do you think about happiness?
From a business standpoint, what makes me happiest is seeing our team work together—especially when they’re handling complex situations and turning them into positive outcomes. Our team is truly the backbone of the brand, and watching everyone collaborate, problem-solve, and support one another is incredibly fulfilling.
It’s taken a long time to get here, but seeing the systems, culture, and people all come together reminds me why the journey has been worth it. I’m grateful every single day for each person who has walked this path with us. Everyone who has been part of á La Couture has helped build it hand in hand with me, and that shared growth and commitment is what brings me the most joy.
Contact Info:
- Website: https://www.alacouture.com
- Instagram: http://www.instagram.com/alacouture_
- Facebook: http://facebook.com/alacouturebyruma
- Youtube: https://www.youtube.com/watch?v=cEQtOn6YJhk
Image Credits
Plant It Digital Marketing : https://www.plantitdigital.com/
