Benoi: Eastern Vision, Western Mastery

Benoi is a new high jewelry brand which merges ancient gestures and modern insights. For the first time, the age-old cultures of India and Italy communicate to give shape to a deeply meaningful aesthetic. Launched in January 2025, the brand is the result of the shared vision of Binoy and Malav Shah, expert dealers in the gemstone sector, and Gino Di Luca, founder of Cameo Italiano, the Torre del Greco brand known for transforming an iconic craft of the past into an expression of modernity. Binoy and Malav Shah have travelled the world and observed how India is perceived: a country rich in talent, ingenuity and raw materials, but not always associated with excellence. A consideration that led to an ambition which has now been achieved: to forge an extraordinary alliance that would demonstrate India’s vision and commitment through Italian craftsmanship. Drawing on a collective imagination, Benoi transforms memories rooted in our minds into jewelry featuring the opulent colors of Indian gems and the elegance of Italian design. «The art of storytelling is as old as the very first fire,» explain Binoy and Malav Shah. «Now everything is so fast and instantaneous. We are inviting people to slow down, to let themselves go, if only for a moment, into another dimension. We transform memories into something extraordinary.» Gino Di Luca reveals the exceptionality of this adventure. «I return from India with a warm heart. The quality we are achieving is unlimited, the creative possibilities endless. Each piece is an extension of the wearer, a constellation of stars that form a personal story.»

Benoi’s jewelry evokes fragments of life and fleeting sensations: the laughter of a child, the smell of rain on rock, swimming in the rain, birdsong after a storm, the kindness of a stranger, a flower on your pillow... The precious, white gold “Waves” necklace with 90 carats of diamonds, for example, captures the fluid movement of the sea produced by the tides. The “I Follow You” diamond, gold and blue titanium earrings are an ode to the power of love as a form of constant nourishment. The emerald and diamond “Undress” necklace holds the power of emotional connections. The ceramic, gold and diamond bracelets in the “La Via” collection ignite our imagination with brightly colored compositions. «It is not just the value of the jewelry but the way nature and the human hand come together to bring it to life,» Binoy and Malav Shah conclude. «The design of each piece is an invitation to feel the jewelry on your skin, to discover its details as one might uncover a precious memory.»