ela rae, derived from founder Pamela Rachel Mufson’s first and middle names, was created during her college studies in New York City. Soon after Pamela began selling her designs at a local boutique, ela rae was hand-selected by the iconic Henri Bendel Fifth Avenue flagship store. As ela rae evolved from a small collection of bracelets to a multifaceted brand, Pamela enlisted her lifelong friend Tamar Hagopian to help run the business when the two graduated from college. For years, the two friends personally made every piece of jewelry by hand until hiring their first fulltime jeweler in 2014 to help meet growing demands. Today, Pamela acts as the brand’s Creative Director and Tamar as the Director of Sales and Marketing. ela rae is handcrafted in New York City and is carried in high-end stores in the US as well as abroad.