Be Jolie is an experienced diamond manufacturer with a passion for jewelry. They sell unique jewelry on their website, specialize in enhancing gemstones before they become popular, and enjoy designing fashion jewelry for men. They have even made headlines as the favorite jewelry company of music superstar Static. It can be said that at Be Jolie, innovation is a tradition.
Let’s start at the beginning. Be Jolie was founded in 1967 by David Levy, who brought laser cutting to the market and introduced a process for enhancing the cleanliness of diamonds, which is now considered quite common. Since its inception, the company has focused on innovation and has earned an excellent reputation over the years.
Today, the company is led by Doron Kenig, who is married to David’s daughter. In 2016, the couple entered the jewelry industry, leveraging their experience in the diamond industry. “Jewelry is a completely different profession,” explains Doron. “David has a passion and love for the industry, for gemstones, for jewelry. Shira, our designer and a graduate of Shenkar, is responsible for the designs. This added another aspect for us: fashion jewelry alongside traditional, more expensive pieces. You can see the confluence of two generations on our Instagram.”
At one point, Be Jolie noticed an increasing number of men visiting the website and the offices. They then sought to strengthen their jewelry offerings for men, but have faced challenges in converting interest to sales. “It’s fascinating, and we have beautiful designs, but it still isn’t commercially viable,” said Doron.
Static’s Story
One notable customer who frequents the company’s offices to purchase jewelry is Static, one of Israel’s most successful musicians. Be Jolie has been designing jewelry for him for years, some of which have garnered significant media attention. In 2019, they also designed an engagement ring for him to give to his now ex-wife, Shiran Polak.
“The initial idea for the jewelry always comes from him, and then we brainstorm together. We create a model, and then make any necessary adjustments,” explains Doron. “For the engagement ring, Static chose 18-karat rose gold, a diamond weighing around 1.70 carats, and a leaf design similar to strawberry leaves.”
While expensive, stylistic jewelry like what Static loves is common among musicians in the US, it remains rare in Israel. “These projects require a large budget and a lot of courage, and they are always special and unique projects for us,” says Doron.
Static is not the only Israeli celebrity to have fallen in love with Be Jolie’s jewelry. Successful Israeli model Shai Zanko has also worn their pieces on multiple occasions. Their jewelry has been featured on her Instagram page, as well as on the cover of Forbes magazine and at a Factory 54 event.
The same piece of jewelry – at 4 different price points
Be Jolie specializes in all types of natural gemstones, from certified gems from leading laboratories to undocumented gems that have been enhanced. “This allows us to tell the customer, ‘I will find the best stone for your budget, I’ll make the choice for you,” Doron explains.
In addition, they have found a clever and innovative way to showcase this range of options on their website. Customers can find the same ring at four different price points, allowing them to choose the version that fits their budget while still falling in love with the design. “This system works exceptionally well in the US, where size and appearance are more important than quality,” he explains. “Customers want it to look good, regardless of the data on the certificate. They want to pay as little as possible and get the biggest diamond possible.”
The company used to invest more in digital campaigns, but they have found that many customers still prefer to visit the website, browse sales platforms like Etsy, or come to the company’s physical offices. Be Jolie has Facebook and Instagram pages, and they also showcase at diamond exhibitions, especially in the US. In Israel, most of their business comes from word of mouth referrals.
In addition, Be Jolie offers a unique service that allows customers to upgrade their diamonds. “Whoever buys a stone from us can return it, swap it for a bigger one, or upgrade it,” Doron explains. “We’re not ‘married’ to the stone, and we want our customers to be completely satisfied with their purchase.”
