Jewelry brand Tiffany & Co. announced the name of the new creative director. She is Ruba Abu Nimah, who previously held a similar position at Revlon, a beauty products company.

News of Ruba Abu Nimah’s appointment as Tiffany & Co’s new creative director came shortly after the brand was bought by fashion conglomerate LVMH. They have long been known for their ability to bring something new to brands and make them more successful through very unexpected solutions. Abu Nimah’s appointment certainly follows this trend, so the former creative director of Revlon has never worked for a jewelry brand.

Throughout her career, she has tried many things, from store design and visuals to packaging and social media.