Making History: TOi Named First Emirati Brand to Showcase at Cannes Film Festival

The 76th annual Cannes Film Festival in 2023 was special in all sorts of ways, but for Dubai-based fine jewellery brand TOi, it represented a milestone moment, not just for its founder, Aisha BinHendi, but for all Emirati jewellers. In May, TOi became the first Emirati brand to dress global celebrities on the Cannes red carpet, setting the stage for the Festival to become even more diverse and globally significant for artist jewellers everywhere, no matter where they hail from. Let’s discover more about the origins of TOi and explore some of its contemporary and colourful creations…

Some global High Jewellery brands have come to dominate the red carpet at the Cannes Film Festival, so I always look for instances when new brands find a foothold at this illustrious event and use it as an opportunity to showcase their values. After assessing this year’s photographs from the Cannes Film Festival, which took place from May 16-27, 2023, I was thrilled to spot some sensational pieces by the flourishing Dubai-based brand TOi, founded in early 2021. According to TOi’s founder Aisha BinHendi, this is the first time a brain hailing from the United Arab Emirates has dressed female celebrities on the red carpet at the international filmmaking destination, making this a moment for the history books!