TOi Fine Jewelery was launched in 2021 by Emirati designer Aisha Bin Hendi. The creative brings her cultural heritage to every design. Identified by its signature “sparkle” motif, TOi treats each item as a piece of art.
In this interview, Aisha talks about the inspiration behind her label and the method behind her design process.
TOi was created from a desire to design jewellery that felt unique and meaningful. I have always been drawn to the idea of individuality and celebrating oneself. I wanted to offer a brand that speaks to women who value personal expression through craftsmanship. TOi is about celebrating your own story and creating pieces that reflect who you are. From the very beginning, I envisioned a fine jewellery brand that would honour the essence of each wearer while remaining refined and timeless. At TOi, jewellery is treated as an original artwork. Once a client sees beauty or resonates with a piece, we recreate it for her, infused with her own energy of love and uniqueness.
The sparkle motif was inspired by the idea that every woman carries her own unique light. It is not about a literal shape but more about a feeling. The design is abstract, representing that inner brilliance each of us holds. I wanted it to feel subtle yet powerful, something that could serve as a reminder to shine authentically in everyday life. It is a symbol of personal strength, presence and the beauty of individuality. Inspiration often comes from the world around me, especially my country and nature. I’ve always seen the sparkle shape as subtly resembling palm trees in its definitive form. But really, anything can inspire us. It’s about that moment when something sparks and the idea demands to be drawn and transformed into jewellery.
Being part of Cannes was a proud moment for me and the entire TOi team. It affirmed that our story and our craftsmanship resonated beyond the region. That experience gave us the confidence to push our creative boundaries further while staying rooted in our values. It also opened doors for new opportunities and inspired me to explore different expressions of our signature style. It reminded me that our voice, shaped in the UAE, has a place on the global stage.
Every piece begins with emotion. Sometimes it is a memory or a visual reference, other times it is a shape or texture that sparks an idea. I always begin with sketches and then start to build the story behind the design. A central narrative shapes each collection, and every detail is considered with care. We work closely with highly skilled artisans in the UAE to bring these ideas to life. The journey from inspiration to finished piece is one of collaboration, precision and purpose. Every piece is imagined as a one-of-a-kind work of art that becomes even more special when a client finds herself in it. It is then reimagined, carrying her own sense of love, identity and energy.
I believe luxury should be part of everyday life. It should bring joy and confidence, not be kept aside for rare occasions. At TOi, we use the finest materials, including 18k gold and natural diamonds, but we design with real life in mind. Our pieces are meant to move with you and become part of your daily rhythm. They are refined enough to feel special, yet versatile enough to be worn effortlessly. That balance is essential to our philosophy.
We are expanding in ways that feel intentional and aligned with our brand values. This includes curated international pop-ups, private viewings and selective partnerships. Our focus remains on offering a deeply personal experience in fine jewellery. I want TOi to continue to be a space where individuality is celebrated through design. Every piece we create is meant to be more than just jewellery. It is a reflection of identity, emotion and elegance. And above all, it is art reborn each time with a woman’s energy, her story and her light.
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