Born from a deep-rooted passion for jewellery and an eye for refined modernity, TOi Jewelry is quickly establishing itself as one of the UAE’s standout homegrown brands.
\At the heart of it is Aisha BinHendi, an Emirati founder with a long-standing connection to the world of fine jewellery and a deep appreciation for craftsmanship in the region.
With her Signature Sparkle collection, BinHendi brings together contemporary design and cultural resonance, offering timeless pieces that reflect both heritage and innovation. As someone who grew up surrounded by jewellery and immersed in the industry, her journey feels both natural and necessary, marking a new chapter for the Middle East’s independent jewellery scene.
We sat down with Aisha BinHendi to talk about her inspirations, what makes the Signature Sparkle collection shine, and why TOi is more than just a jewellery brand—it’s a story of identity, elegance, and evolving tradition.
Tell us about your brand TOi Fine Jewelry and how it began.
TOi Fine Jewelry was born from a desire to create jewellery that celebrates each individual who wears it. It is designed to be worn every day, as each day should be a celebration. Everyday elegance because jewellery isn’t just for special occasions. The brand is a personal expression of creativity and individuality. It began as a vision to create fine jewellery that was different yet timeless.
Where did your passion for jewellery come from?
Growing up, I was surrounded by family and deeply involved in my father’s business ventures. He often included us in his ideas, decisions, and trips. The Basel Fair in Switzerland remains one of my fondest memories, as I saw so many dazzling jewellery pieces; it’s a memory that still lingers vividly in my mind. It’s an experience I’ll always treasure.
How would you describe the brand’s design aesthetic?
Each piece of my jewellery is a work of art created with intention and not mass-produced. Once someone connects with a design, it’s painted with their energy, their story, and their love. Made just for them.
Your brand is rooted in the belief that jewellery should be “as unique as you” – what does this notion mean to you?
In a fast-paced world that often pushes us to conform, being yourself is the true act of beauty. ‘As unique as you’ isn’t just a slogan; it’s a celebration of individuality. My jewellery is crafted to reflect your essence, to honour your energy, and to become a part of your journey. Each piece adds to your uniqueness, rather than masking it.
Tell us about the Sparkle Signature collection and some of the highlight pieces.
The Sparkle Motif is the heart of my brand, a distinctive, minimalist shape that proves less is more. Its quiet elegance speaks volumes without saying too much. What makes it truly special is its versatility: whether layered or worn alone, it adapts effortlessly to your style from casual days to the most elegant nights. It’s timeless, personal, and always uniquely yours.
We know you recently released a book, “Icons of Style”. What makes a piece of jewellery iconic?
What makes the Sparkle iconic is that it’s intentional simplicity. The Sparkle shape is unmistakably clear, confident, and instantly recognisable. It stands with quiet strength, never overstated yet impossible to overlook. Its presence speaks for itself. It’s not loud, but it leaves an impression – instantly recognisable yet endlessly personal, the Sparkle is more than a design ,it’s a symbol of individuality, elegance, and the beauty of subtlety.
What’s the biggest challenge you face as a business owner today?
I see challenges as a beautiful part of the creative journey, not something negative, but something that shapes you and your vision. The only truly difficult aspect is when others imitate your work. While imitation can feel frustrating, I choose to see it as a form of flattery. They may replicate the design, but they can never capture the soul, the intention, or the deeper vision behind my brand. That’s something only I hold.
How would you assess the jewellery industry in the UAE and the wider Middle East today?
The jewellery industry in the UAE and the broader Middle East is thriving, with a remarkable surge in homegrown brands that infuse local culture, craftsmanship, and innovation into their creations. As entrepreneurs who start from the ground up, we invest our hearts and souls into every piece, ensuring that each design reflects our unique vision and dedication. I take immense pride in saying ‘Made in Dubai,as it signifies not only the quality and artistry of our work but also our commitment to contributing to the region’s rich heritage and dynamic future.
What advice would you give to female entrepreneurs?
Trust your vision, even when it feels too bold or too different. Don’t wait for permission to take up space. Stay rooted in your purpose.
What’s the first piece of jewellery you remember?
Jewellery has always held meaning for me. Growing up, my parents celebrated every milestone with a piece of jewellery, so it became part of how I marked time, memory, and love. But there’s one piece I still hold especially close to my heart. It’s a pair of diamond earrings designed with a delicate leaf motif. What makes them so unique is that the gemstones are interchangeable, rubies or emeralds.
When you’re not working, how do you like to spend your time?
Honestly, I don’t really see my jewellery business as ‘work.’ It’s a beautiful part of my life that brings me joy every day. I feel so blessed to be connected to so many people’s special moments through my creations.
What’s the professional motto you live by?
Stay true to your vision, and the rest will follow and lead with authenticity.
