FEBRUARY 9 • 2023 | 37

calls started coming in for even 
more products, like tutus (a 
top holiday seller this year), 
bracelets and winter hats.
Now, Borsand says her 
customer base is “all over the 
place,
” with many customers 
out of state. She takes mostly 
custom orders that are turned 
around in a 48-hour window 
or less and ships her items 
in pink boxes that are now 
trademarked to her brand.

STAYING AUTHENTIC
Roosy & Ba’Lulu’s has been 
featured in several magazines, 
including Weekly Style, Elements
and Page Six. While Borsand 
mostly sells on Etsy (and 
soon-to-be her own website), 
she does a handful of local 
art fairs as well that are able 
to accommodate not working 
on Shabbat, since the artist is 
part of the Orthodox Jewish 
community.
This year, Borsand will be 
selling her products at the 
Temple Israel Sisterhood 
Boutique and recently sold at 
Flying Solo, a popular New 
York City accessories store.

“I’m trying to get out there 
and get into stores to spread 
the name,
” she says.
While Borsand has big 
plans for her business 
and would like to grow it 
into a full-time career, the 
handmade, custom nature of 
her products, she explains, 
will never change.
“I don’t want it to be an 
assembly line of me just 
putting pieces out there,
” she 
says. “If it was something that I 
would be wearing, I don’t want 
any flaws in it. I want it to be 
absolutely perfect. I go into 
each piece giving it 100% of 
my time and attention.
”
That’s why Borsand sources 
vintage French ribbons, 
embroidery from India and 
other materials from local or 
vintage vendors — to keep 
Roosy & Ba’Lulu’s entirely 
authentic.
“Most of my pieces,
” 
Borsand adds, “are one-of-a-
kind for that reason.
” 

To see Rachel Borsand’s products, 

visit www.etsy.com/shop/

RoosyandBaLulus.

STELA ZAHARIEVA @ZAHARIEVASTELA

