A graduate of Parsons School of Design in New York, Rouba spent a number of years in the city honing her design skills and gaining experience throughout the many facets of the creative industry. Passionate about paper and an entrepreneur at heart, she decided to head to Beirut in 2010 to set up Choux à la Crème – her boutique design, stationery and paper goods studio. A true labor of love, her signature letterpress pieces and whimsical designs soon gained a cult following and can now be found all over the globe. What began as a capsule stationery collection has grown into a cohesive brand with a recognizable aesthetic, always pushing the limits of paper as a medium.