Benoi, between Masterpieces and Collectible “Ropes”
Gino Di Luca, co-founder of the young high-jewelry brand, reveals the new pieces that will be presented at Haute Jewels and Couture
There is a concept in the world of luxury branding that represents an absolute milestone—an ambitious goal that is anything but obvious and, above all, not achievable by everyone: recognizability. In the case of Benoi, this has already become a small achievement just one year after its debut, making it possible to identify this new jewelry house both in the high-end segment and through a very precise aesthetic signature.«Benoi made its first appearance on the market in January 2025 at Vicenzaoro, followed by participation in Haute Jewels in Geneva and then Couture in Las Vegas, where the brand was immediately recognized as a creator of important one-of-a-kind pieces, designed for a discerning audience in search of timeless, unique creations,» explains Gino Di Luca, co-founder of the brand together with partners Binoy and Malav Shah, expert gemstone dealers.«This project was born after long and complex preparation, involving designers, engineers, and artisans who had previously collaborated with the most renowned maisons in the industry. This valuable know-how made it possible to interpret our shared vision in the best way: to stand out on the market with a clear creative language, based on innovative production and setting mechanisms placed at the service of a ‘different’ design. Examples include the Masterpiece bracelet and necklace: the bracelet is made with elastic, comfortable mechanisms that fully enhance black and white diamonds and Colombian emeralds, while the necklace features 100 carats of ‘D–E’ diamonds that create a choker ‘scarf’ effect—a motif that has become almost our trademark.The so-called cords or ‘ropes’ are, in this case, crafted in gold set with diamonds. More recently the gold, diamond, titanium, and tanzanite collection and the titanium collection have also been added, both revisiting the same ‘rope’ concept—soft and comfortable—for a uniquely fluid ‘flow’ effect.»These new creations, together with other collections and additional surprising one-of-a-kind pieces, will soon be on display at Haute Jewels and Couture, where they are sure to impress even those who are already devoted followers of the brand.
