Aisha BinHendi, founder of Dubai-based fine jewellery brand TOi Fine Jewelry discusses carving a niche in her industry.

What do the first 30 minutes of your day look like, your morning routine?

As a mother, my priority is my family. Motherly duties are a part of my everyday routine and then I get involved in the day-to-day activities of TOi.

What inspired you to launch Toi Fine Jewelry?

I wanted to create unique authentic jewellery that speaks for itself and the sparkle signature collection is exactly that. I also wanted to design pieces that can be worn everyday as I believe every day is a celebration.

Talk us through your creative process.

My creative process begins as soon as I see anything that inspires me. As soon as I see something that inspires me, I will instantly sketch and that marks the beginning of a TOi creation.

TOi was the first Emirati brand to be showcased at the Cannes Film Festival – tell us more.

A lot of TOi moments have happened organically. Going to Cannes, for TOi, was more about showcasing our jewelry on a global platform. Once we got there and the coverage came out, we discovered that TOi was the first Emirati brand to showcase in Cannes; and this is what Cannes had in store for TOi.

When you think about customisation of a ring or jewellery piece, what gets you excited?

At TOi, we only offer customisation in our TOi et MOi collection, where our customisation allows you to celebrate yourself and your loved ones.

What are some of the biggest trends you’re currently seeing in the jewellery industry in the Middle East?

As a designer, I do not believe in following trends, rather I create pieces that I believe resonate with me and that I truly love. Anything can inspire me and in turn I create jewellery that comes from the heart.

Many female celebrities on the red carpet have been dressed in your jewellery – name a few.

TOi has had the honour of adorning influential women on the red carpet, including notable celebrities whose grace and elegance resonate with the brand’s essence. A few include Sasha Ray, Zara McDermott and Sofia Saidi.

What advice would you give to your younger self?

Embrace who you are; be authentic don’t try to be like anyone or even compare yourself. Your authenticity makes you stand out. Also, if you want something, just believe in yourself and start. It’s always you versus you, and you can do it.

What lies ahead for the future of the brand?

As I always say, Dubai is the world. I have recently showcased in Gstaad and I look forward to seeing where the brand can pop up next.

This is The Abundance Issue – how do you focus on a abundance mindset?

I believe abundance comes from being grateful for what you already have. The more you appreciate, the more you receive.

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