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From campus dream to global brand: UIU student takes ‘দেshe’ Jewelry to international markets
Published : Saturday, 25 July, 2026 at 9:54 PM
Observer Online Report
Balancing university studies with entrepreneurship, a business student at United International University (UIU) has transformed her passion for jewelry into a thriving brand that now serves customers beyond Bangladesh. Founded by Rumaiya Karim Ramisa, DeShe has expanded from a small online venture into an emerging international fashion jewelry brand, reaching buyers in several countries through creativity, perseverance, and social media.
Despite juggling assignments, examinations, and university life, Rumaiya Karim Ramisa, a Bachelor of Business Administration (BBA) student at United International University (UIU), has successfully built her women's jewelry brand, DeShe, which has now entered international markets.
Known among her friends for her refined sense of style, Ramisa turned her passion for fashion accessories into a business venture. She initially started by sourcing jewelry from different suppliers before gradually introducing her own designs, collaborating with skilled artisans to produce unique collections. Although she is not a professionally trained designer, her creativity and dedication have helped establish DeShe as a distinctive fashion jewelry brand.
"I always dreamed of becoming an entrepreneur," Ramisa said. "A conventional job never attracted me. I wanted to build my own company while creating employment opportunities for others."
Her entrepreneurial journey began in 2020, but success did not come easily. She experimented with different products and experienced financial losses before eventually finding her niche. After five years of persistence and continuous learning, DeShe achieved significant growth in 2025.
"I failed many times and tested countless ideas," she said. "But I never stopped believing in myself, and that kept me moving forward."
Today, DeShe offers a wide range of fashion jewelry, including Kashmiri bangles, Turkish rings, anti-tarnish rings, glass jhumkas, bangles, and other accessories. Product prices range from BDT 350 to approximately BDT 5,000.
Ramisa places strong emphasis on product quality, stating that the brand supplies imported jewelry while maintaining transparency about product origins. Customers are also offered a two-day replacement policy in case of manufacturing defects.
DeShe's international journey began unexpectedly after one of Ramisa's Instagram reels featuring Bangladesh's traditional "Mawla Mere Jhumka" jewelry went viral. The video attracted attention from overseas buyers, leading to the brand's first international order from Pakistan.
"The first international order came from Pakistan," Ramisa said. "Since then, we've received orders from India, Sri Lanka, the United Kingdom, the United States, and Canada. Our goal is to expand into even more international markets."
However, she believes international shipping and logistics remain one of the biggest challenges for small Bangladeshi businesses.
"If cross-border shipping becomes more affordable and efficient, small entrepreneurs from Bangladesh will have far greater opportunities to compete globally," she added.
From being a university student with an entrepreneurial dream to building a brand trusted by customers across multiple countries, Rumaiya Karim Ramisa's journey reflects how creativity, resilience, and determination can help even a small business find its place in the global marketplace.
-HIS
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Editor : Iqbal Sobhan Chowdhury
Published by the Editor on behalf of the Observer Ltd. from Globe Printers, 24/A, New Eskaton Road, Ramna, Dhaka.
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Published by the Editor on behalf of the Observer Ltd. from Globe Printers, 24/A, New Eskaton Road, Ramna, Dhaka.
Editorial, News and Commercial Offices : Aziz Bhaban (2nd floor), 93, Motijheel C/A, Dhaka-1000.
Phone: PABX- 41053001-06; Advertisement: 41053012; 01793317829, 01550707291, E-mail: [email protected], [email protected] Online: email: [email protected] 41053014; 01550707297 Advertisement: 01550707296
