Amy Pugsley What only started out as a dreamy mother-daughter duo in 2011 is now one of the most successful jewelry brands in Egypt – Jude Benhalim. Catering to fierce women in the region, this female-led company is putting Egypt on the map to the point where American socialite and model Kendall Jenner was recently photographed wearing a pair of Sulla Luna earrings. A unique blend of old and new, each handcrafted collection by Jude Benhalim is a mix of Egyptian heritage with a touch of modernity. Jude Benhalim sat down with us ahead of the launch of the spring/summer’20 collection Etruria to discuss inspiration, creation and style.
What’s your favorite piece from your archives?
The Canyon Earrings are very special to me. They magically suit absolutely anyone and their interchangeability is very practical. I personally wear them all the time!
Jewelry – is it a precious accessory or means of self-expression?
The jewelry a girl chooses to wear most definitely says a lot about her. Daring, statement, bulky jewelry says you’re outspoken, confident and love turning heads, while dainty, minimalist jewelry is an expression of practicality and simplicity.
If you had to start over from scratch, knowing what you know now, what would you do differently?
Absolutely nothing. I am where I am because of all the ups and downs, and I wouldn’t have known success if it wasn’t there for the failures. Every mistake made has taught me so much, so there’s nothing I would change about that.
What do you love most about living and working in Cairo?
Cairo is a very loud and crazy city, filled with history, heritage, and culture that subconsciously feeds my inspiration every day. Cairo gives you so much opportunity to grow your talent and to find a market for your product whatever it may be!
What has been the highest point of your career as a designer so far?
Being recognized among the top 50 Middle Eastern brands on Forbes Middle East and seeing my jewelry on Kendall Jenner!
What do you think about the old adage, “Diamonds are a girl’s best friend.” Do you think this is still valid today? Or are there different material trends?
Diamonds will always be of beautiful value, but nowadays there is definitely a growing appreciation for different, more unique types of jewelry that hold value in their design rather than material.
Tell us about your inspiration behind your newest collection, Etruria.
Once a source of complex culture and knowledge, the land of Etruria is symbolic of strength, beauty and modernization. Inspired by the Etruscan Civilization, Etruria features unique pieces with symbols reminiscent of the ancient civilization that once was, with a distinctly modern design. The collection pieces bring together spirals and semi-circles with vibrant colors, making them redolent of a beautiful and carefree summer stroll.
What makes Etruria different from previous collections?
It is definitely the most colorful collection I’ve done so far. It is also the first time that I create a collection inspired by a historical era. I really enjoyed learning about Italian history and art, which makes me extra sad to see Italy suffer the COVID-19 crisis so badly, but also proud to be reminding people of its beautiful heritage as a glimpse of hope and positivity.
Rapid Fire Questions
A must-have accessory for spring?
Statement earrings
Vintage or new?
New!
The best compliment you’ve ever received about your jewelry?
It has a story
Lipstick or lip gloss?
Matte lipstick
Style icons?
Queen Rania & Zendaya
