Aisha Bin Hendi, the founder of TOi Fine Jewellery, shares her journey into the world of jewellery design and the inspiration behind her brand, which launched in 2021. In this interview, Aisha discusses the unique elements that set TOi Fine Jewellery apart in a competitive market, the brand's growth since its inception, and the influence of her Emirati heritage on her designs. She also reflects on the support she received from Dubai SME, which played a crucial role in the brand's establishment and success.
Can you tell us about your journey into jewelry design and what inspired you to start TOi Fine Jewellery? What does the name "TOi" signify, and how does it reflect the essence of your brand?
In the summer of 2021, I set out to create TOi Fine Jewellery with the vision of establishing a brand that is not only unique but also cherished every day—because every day is a celebration of life. Officially launched in November of that year, TOi was born from a desire to emphasize self-love in a world that often dictates how we should be or look. The name TOi embodies this philosophy, encouraging individuals to embrace their uniqueness, with each piece enhancing that individuality.
How do you position TOi Fine Jewellery in a competitive market with numerous established brands? What makes TOi Fine Jewellery stand out from other luxury jewelry brands? How is the pricing different?
TOi is distinguished by its signature Sparkle motif, symbolizing uniqueness, beauty, and versatility. Every design carries this sparkle, serving as a daily reminder to stay true to oneself—because nobody else is you, and that is your greatest strength. We create from the heart, a philosophy that has set TOi apart and made it a brand that resonates deeply with those who wear it. Keeping that in mind, TOi is very personal to me and incorporates elements such as my favorite color and personality, infusing my voice into the brand.
Can you share a few growth metrics for TOi Fine Jewellery? How has the revenue growth of TOi Fine Jewellery been since its inception in 2021? Can you share any specific strategies that have significantly contributed to your brand’s financial success?
Our growth has been organic, driven by a commitment to authenticity and staying true to the brand’s core values. By being selective with our events, choosing the right international opportunities, and positioning ourselves thoughtfully, we have steadily expanded our reach.
How has Dubai SME supported you in your entrepreneurial journey, and what impact has their support had on your business’s growth and success?
Dubai SME has been an invaluable partner in transforming our vision into reality. Their unwavering support and guidance during the trade license setup process laid a strong foundation for our business. This support has allowed us to focus on building a successful brand, knowing that we have a solid framework in place. The impact of their assistance has been instrumental in our growth and continued success.
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