Sim Atlı is the Creative Director and Designer of SIMandROZ, a fine jewelry brand based in Istanbul. Sim graduated in fashion design from the prestigious Insituto Europeo Di Design in Milan.

After graduating from university, she worked as a designer in the fashion industry for five years, but jewelry design was always at the forefront of her mind. Sim's love of jewelry stems from her mother's experience as a jewelry designer for nearly 20 years. She credits her mother and their visits to the studio as the primary influences in her discovery of her passion for jewelry design. Throughout her childhood, she grew up closely observing the craftsmanship and design process.

After years of traveling, reading, and living abroad, she felt the need to express the spiritual discoveries she had made on her life's journey. Thus, she began designing and producing her own pieces and founded SIMandROZ in 2018.

Sim believes we are a part of this incredible creation. She believes that everything is interconnected and related through energy, and that we need to understand the workings of the universe on a deeper level. Her goal is to remind people of this deep level of connection and to emphasize that the universe is a miracle we should appreciate every day. Each piece is inspired by the universe and carries a deeper meaning than meets the eye. And each piece is made with kindness and love. Sim hopes that the jewelry she designs becomes a part of their owner, finding a personal connection and a timeless energy in the wearer.

Today, Sim works closely with a small team of artisans and gem dealers in her workshop to create pieces in 14-karat and 18-karat gold, diamonds, precious stones, and enamel. Each design is drawn by Sim, each stone is passionately selected by her, and each piece is crafted by master jewelers.