Benoi's "Light" Evolution
Following the launch of its high-end collections, the new fine jewelry brand offers everyday versions of its masterpieces. Co-founder Gino Di Luca discusses the project
In the Benoi project—a fine jewelry brand founded in 2025 from the successful meeting between Gino Di Luca, former Ceo of Cameo Italiano, and partners Binoy and Malav Shah, expert gemstone dealers—Di Luca has the delicate role of charting the roadmap toward a very specific goal: becoming a benchmark in the luxury sector. Creative ideas are certainly not lacking, and neither is focus on a winning strategy: «I have always closely monitored the market dynamics of the major fashion houses, and what we have done in this first year and a half of Benoi's existence is an exact reflection of this: in the high-end segment, the identification of a new brand begins with the launch of flagship products, which become, in a sense, the cornerstones, the foundation of its future heritage. Then, only after consolidating the brand's high-end positioning can we focus on other lines, which, while respecting the brand's stylistic codes, make it accessible to a wider audience. The success Benoi has enjoyed since its debut has already allowed us to begin this second phase. At the recent edition of Haute Jewels in Geneva, we presented our collections in a somewhat lighter form, that is, with smaller-cut stones compared to one-of-a-kind pieces, but the image, the final perception, is always that of a jewel where richness of detail and refined beauty remain defined, absolute. Whether gold or titanium, the purest stones—diamonds or emeralds, for example—take center stage. What changes is the volumes, not the quality, which always remains intact.»
The design therefore adapts in size, while remaining within the boundaries of the stylistic lines that make a Benoi jewel recognizable. This is thanks to a quest for a strong identity, which finds its first cornerstones in cords—gold or titanium cords set with diamonds for a soft and comfortable "flow" effect. Already popular in the high-end segment, they are now also available in everyday wear. «At Haute Jewels, we had excellent feedback, especially from European dealers, but also from the United States and South America. We can say we already have loyal customers who have welcomed this evolutionary step toward wider brand awareness. The surprise was the start of a collaboration with a large retailer in Bogotá, Colombia. This was an unexpected development, but it encourages us to pursue further developments. These results will pave the way for our next destinations: Couture in Las Vegas and Vicenzaoro in September.»
The design therefore adapts in size, while remaining within the boundaries of the stylistic lines that make a Benoi jewel recognizable. This is thanks to a quest for a strong identity, which finds its first cornerstones in cords—gold or titanium cords set with diamonds for a soft and comfortable "flow" effect. Already popular in the high-end segment, they are now also available in everyday wear. «At Haute Jewels, we had excellent feedback, especially from European dealers, but also from the United States and South America. We can say we already have loyal customers who have welcomed this evolutionary step toward wider brand awareness. The surprise was the start of a collaboration with a large retailer in Bogotá, Colombia. This was an unexpected development, but it encourages us to pursue further developments. These results will pave the way for our next destinations: Couture in Las Vegas and Vicenzaoro in September.»
