Alfie Mawardi created Nurielle in the 1970's in New York City. Alfie Mawardi, who has made shoes for Mick Jagger, Rod Stewart, Rachel Welch, Sammy Davis Jr, and the Moody Blues, learned the cobblers' trade growing up as a child in New York. Alfie was one of the largest domestic shoe  manufactures in New York at the time under the brand name "Alfie's Shoes." Shortly after Alfie took on Steve Madden and created "Souliers" another shoe company.Prior to meeting his wife Limor, Nurielle was known as SOHO Cobblers which was located at 425 West Broadway. After 30 years of experience of being in the fashion business, Alfie and Limor opened multiple exquisite boutiques in Miami Florida focusing on designing one of a kind clothing and shoes for targeting celebrities, hip hop artists and exclusive customers. The first store was opened in 1994 and was located in the heart of South beach on Washington Ave.Nurielle began to flourish and opened its doors in Las Vegas Nevada. Nurielle is now expanding worldwide to locations, which include Dubai, Singapore, Moscow, and Australia in addition, eyeing the European market. In 2009 Alfie retired and turned over the company to his children who now run the House of Nurielle and the Nurielle brand. Recently Nurielle has joined forces with Professor Geoffrey Edelsten the Australian business mogul and well-venerated doctor as well as his beautiful wife Brynne Edelsten also nick named "Flash Gordon." Geoffrey is an Australian medical entrepreneur, philanthropist, and was the first private owner of a major Australian football team when he bought the Sydney Swans Football Club in 1985. Brynne has recently showcased her stunning style and bubbly personality on the hit show "Dancing with the Stars." Brynne will now join the design team of Nurielle with lead designer Limor and will be the new face of the company. All the brands of the company will now be joined under the House of Nurielle.