Jiggy Rawal, Cofounder of The Curatist: Redefining Modern Luxury Through Curated Rum Editions

As Cofounder of The Curatist, a British luxury drinks house dedicated to curated rum editions, Jiggy Rawal leads the creative and quality direction behind the brand. Her work centers on honoring geography, craft, and time—core elements that define The Curatist’s approach to luxury. For Jiggy, modern luxury is intentional, shaped by thoughtful choices and a deep respect for the artistry behind each expression. Through this philosophy, she is helping redefine what premium rum can represent in today’s world. 

TRL: What was the biggest challenge you faced in launching your rum brand, and how did you overcome it?

The biggest challenge was establishing our positioning, conveying a clear story, and widening customers’ perceptions around luxury rum. We addressed this by being transparent about our English sugarcane and molasses rums, our blend architecture, and our finishing process, then allowing people to taste the difference. Education and experience build trust. 

TRL: How do you see the rum market evolving in the next 5-10 years, and what trends do you think will shape the future of the industry?

We need to create the right occasions, matched with the right serves, and elevated through authentic storytelling. Some customers want information, some want to be guided, and some just want an amazing experience. Our job is to ensure that we meet customers on their terms, be that with curated editions, interesting finishes, or great design. 

TRL: Can you share a personal experience or moment that significantly influenced your brand’s direction?

Very early on, we decided that we were going to produce our own rums, and for one, we would press fresh sugarcane. I have watched many customers taste our Panama Edition neat and seen how preconceptions fold when they meet experience. We have also been clear that whilst our Panama Edition is a luxury sipping rum, we have no issues if someone wants to use it in a cocktail. 

TRL: How do you balance tradition with innovation in your approach to rum-making or marketing?

I am proud that we are part of the tradition of rum-making. Our interpretation of that is to showcase the marriage of our own rums in a blend with the best aged rums, as well as distillation processes. We made the decision to present The Curatist in a hand-finished ceramic bottle that reflects the brand ethos and story. The bottle is tactile and beautiful; in fact, we hope people keep it and repurpose it, creating sustainability through its reuse. It also demonstrates that luxury can be sustainable.

TRL: What are some recent initiatives or products you’ve launched that have been particularly impactful?

To support our debut release, The Curatist: Panama Edition, we introduced it through cultural placements from Gordon Ramsay’s Lucky Cat to Savile Row tailor Alexandra Wood. Each placement reflects our values: craftsmanship, creativity, and modern luxury. On the product front, we have been hard at work creating a non-alcoholic drink. 

TRL: How do you educate costumer about your rum, and what’s the most important lesson they should take away?

We explain where each element comes from, why we blend pot and column still rums, where the rums come from, what a cognac finish contributes. Also, why those elements have been used in this particular edition. The key lesson is that great rum is made up of many elements: aroma, texture, finish. But also, presentation, the way it is served, generates an emotional response that amplifies the experience. 

TRL: How do you manage quality and consistency as your brand grows and enters new markets?

We only produce small batches to ensure we maintain authenticity, integrity, and quality through our rum. We recognize this is important to costumers. 

TRL: Can you share a collaboration or partnership that helped elevate your brand to new levels?

Our early partnerships were deliberately curated to sit where craft meets culture: Lucky Cat for culinary precision, Alexandra Wood for contemporary British tailoring, plus trade alignment via Whisky Brokers Associates. Together, they’ve helped anchor The Curatist. 

TRL: What is your long-term vision for your rum brand, and how do you see your role in the evolution of the rum industry?

Our vision is to build a series of editions, both alcoholic and non-alcoholic, that earn their place through provenance, craft, and finish. We want to be part of the broader movement in rum, raising the bar, and improving the connection with customers. 

TRL: What’s one piece of educational advice you would give rum lovers to better understand the spirit?

I would encourage rum lovers and those new to rum to try different styles of rum from around the world. I find it deeply inspiring that the category has such breadth. See what you enjoy more, and identify the characteristics in terms of aroma, flavour profile and finish. 

TRL: How can people learn more about you? Website? Social media page?

They can find us on @the_curatist on Instagram and www.thecuratistcollection.com. They can register on the website or email me at info@thecuratist.co.uk to be added to our newsletter.