Meet MYSTERYJOY: Turning diamonds into talismans
MYSTERYJOY's founder Joy Toledano loved jewellery her whole life. As a child, long before she grew up to found her own brand, she used to play with her grandmother's jewellery for hours at the time.
As an adult, she’s spent her time learning both the jewellery business and the craft of designing and making jewellery: she studied marketing and communications in London and Paris, was trained in gemology in Paris and Antwerp, and worked for renowned jewellery house Elise Dray.
It is on that foundation Joy Toledano has built MYSTERYJOY. Now based in Paris, Joy designs fine jewellery exclusively using lab-grown diamonds, and her unique designs are rooted in symbolism - each piece conceived as a talisman.
Now, we’re proud to have MYSTERYJOY join us in The Jewellery Room - and we took the chance to ask Joy everything we wanted to know about the brand.
What's the secret of your brand, and how do you differ?
"The secret of MYSTERYJOY lies in what is hidden. The brand was born from an instinctive need to reveal what we usually keep inside: mystery, intuition, inner strength, darkness and light at once. MYSTERYJOY is not just about jewelry, it's about symbolism and storytelling. Each piece is conceived as a talisman, carrying meaning, emotion, and personal resonance."
How did you end up in the jewellery industry?
"Jewelry has always been part of my life. As a child, I played with my grandmother's jewelry, mixing earrings, layering necklaces, transforming myself through adornment. Jewelry was already a language, a way to become someone else. Later, I studied marketing and communication in Paris and London, before joining fine jewelry house Elise Dray, where I learned the business from the inside: creation, stones, distribution, press, and craftsmanship. I then trained in gemology in Paris and Antwerp, specializing in cut diamonds. That deep understanding of the material changed everything. Jewelry stopped being an abstract object and became something lived, emotional, and deeply symbolic."
What do you love most about the creation process?
"The moment when an idea becomes tangible. I always start from a very precise image or feeling, almost like a vision. Seeing that inner world translated into a physical object, crafted in gold and diamonds, is magical. It's where imagination meets reality."
"Seeing that inner world translated into a physical object, crafted in gold and diamonds, is magical. It's where imagination meets reality."
Why lab-grown diamonds, exclusively?
"From the very beginning, MYSTERYJOY has worked exclusively with lab-grown diamonds. They are traceable, ethical, and environmentally responsible, while being identical to mined diamonds. For me, they represent a form of modern alchemy, where science meets magic."
Is there a piece from your own collection that feels most personal to you?
"It would be the Mini Hasard ring. I wear it almost every day. It's subtle yet symbolic, and it carries that idea of destiny and intuition that is very central to MYSTERYJOY. It feels like a quiet companion. I also wear the Fairy rings constantly. I love them because they're versatile — I can wear them on different fingers and create a new composition every day. They allow me to play, to layer, to reinvent the silhouette depending on my mood."
Who do you design for?
"The MYSTERYJOY woman has no age. She can be twenty or sixty. What defines her is her inner independence. She likes classic jewelry, but she feels the need to add a piece that breaks the rules. She loves symbols, numbers, letters, astrology. She doesn't choose jewelry solely for its aesthetic, but for what it tells."
What does jewellery mean to the person wearing it?
"People don't choose MYSTERYJOY randomly, they recognize themselves in it. And very often, once they own one piece, they come back for another. One piece calls for another. MYSTERYJOY becomes an intimate language."
What's next for the brand?
"I dream of continuing to create freely, without compromising intuition. I want MYSTERYJOY to remain a brand that feels rare, sincere, and deeply emotional — a brand that people don't just wear, but live with."
Joy Toledano makes jewellery with meaning - with the playfulness of her childhood still visible in her designs. We’re so proud to have MYSTERYJOY join us at The Jewellery Room - dive into the brand’s collections, starting at the Mini Hasard Ring that Joy herself wears every day - and visit their full profile here.