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.
On that foundation, Joy founded her very own fine jewellery brand. Today, Joy designs fine jewellery exclusively using lab-grown diamonds, and her unique designs are rooted in symbolism - each piece conceived as a talisman. Each piece is designed in Paris, where the very first MYSTERYJOY store also opened in the winter of 2026, and Joy uses exclusively 18K gold and lab-grown diamonds.

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The opening edit

MysteryJoy's universe is so distinct it hit us straight in the heart. Proof that jewellery doesn't need to be serious to be brilliant.

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MYSTERYJOY's design vocabulary is specific and consistent: keys, locks, cards, checkerboards, numbers, astrology, and esoteric references. Black and white contrasts, clean lines, and a darker, more enigmatic twist on classic fine jewellery codes. Pieces are designed to be worn every day, yet always carry an unexpected depth — conceived not as decoration but as talismans, each one holding a symbol and creating an intimate connection with the person who wears it. Collections are imagined as chapters of a book, with a new main chapter arriving approximately once a year and smaller capsule drops — like La Rose Noire — exploring a single symbol or emotion in between.

As a child, Joy Toledano could play with her grandmother's jewellery for hours at the time, mixing earrings, layering necklaces, discovering early that adornment was a language.

Later in life, she’s 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 - before finally, founding her very own brand.

MYSTERYJOY took shape from the knowledge of gemstones and materials she has amassed during her previous career - and from a belief that jewellery should reveal what we usually keep inside.

People don't choose MYSTERYJOY randomly — they recognise themselves in it.

Joy ToledanoFounder

MYSTERYJOY's world is so strong and so distinct that it hit me straight in the heart. We've always said jewellery doesn't have to be serious to be brilliant. Joy's universe is fully realised — her boutique in Paros is pitch black, as if you're stepping into a glittering cave somewhere between a dream and Alice in Wonderland.

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From the very beginning, MYSTERYJOY has worked exclusively with lab-grown diamonds — traceable, ethical, and environmentally responsible, while being physically and optically identical to mined diamonds. Production is carried out responsibly, with trusted Parisian ateliers, in small quantities, with a strong respect for craftsmanship and longevity.