Egyptian Label Jude Benhalim Drops ‘Unty' Collection for Valentine's

CairoScene

11-02-2025

Celebrated for its signature sculptural metalwork, the label maintains their bold design ethos even amidst the sweetness of Valentine's.
For most brands, Valentine's Day collections follow predictable tropes—soft-focus romance and the usual red-and-pink palette. But Egyptian jewelry house Jude Benhalim flips the script with Unty , a collection that embraces love in all its phases. With sharp architectural edges and a mix of polished and textured finishes, each piece reflects love's unpredictable nature.
The Muse: Love isn't just candlelit dinners and grand gestures. It's the awkward silences, nervous first impressions, and inside jokes that make it real. For Unty , Jude Benhalim finds inspiration in these imperfect, defining moments.
'Love has its ups and downs—we all go through different phases, from excitement to comfort, from intensity to bickering. It's all part of the journey,' says Benhalim. The collection celebrates every stage, from first-date butterflies to the ease of long-term love. Each sculptural piece embodies love's highs and lows. 'We wanted this collection to be the perfect gift at any stage of love.'
Behind The Concept: Inspired by classic dating hotlines, Benhalim enlisted Nile FM radio host Kenzy Mazhar as the face—and voice—of the campaign. 'What I love most is how it bridges the horror stories with the hopeful ones, creating space for honesty—something often lost in the mix,' says Mazhar.
The brand also introduced the JB Confessional, a telephone booth outside its 5A store where women can anonymously share their most outrageous dating stories. A deck of curated date-night idea cards is also included with every purchase. 'There's something comforting about sharing experiences and feeling understood,' Mazhar adds.
The campaign also nods to 50 First Dates—Benhalim's favorite rom-com. 'It definitely inspired the creative direction. First dates can be magical or disastrous, and we wanted to capture that feeling.'
The Collection Dissected: The campaign isn't just a conceptual exercise; the jewellery itself tells that same story. The brand's signature fluid metalwork takes centre stage, morphing into pieces that feel both sculptural and organic, structured and still fluid. The Juno Necklace, a statement silver collar necklace, for instance, appears like molten metal frozen mid-flow—its liquid-like texture reflecting the shifting nature of emotions. Earrings in bold, sculpted shapes mimic the natural forms of wind and water, a subtle nod to the unpredictability of emotion. These earrings feature undulating gold edges and rich green, pink and white enamel, speaking to a tension between playfulness and strength.
The collection rejects delicate, dainty notions of love and replaces them with something bolder and untamed. ' Unty ' dances with mixed metals; Rhodium-plated silver takes centre stage, polished to a mirror finish; 24k gold-plated matte finishes, rich and warm, are juxtaposed with textured elements—handcrafted and organic, embracing imperfection.
The collection also plays with the idea of transformation—pieces that can be taken apart and put back together. It invites wearers to share the pieces with loved ones, to experiment, and to see what happens when things come apart and come back together in new ways. The concept of 'Unity' balances between unity and separation, mirroring the ever-evolving push and pull of relationships, whether romantic, platonic, or even with ourselves.
The Collection in Three Words: Sculptural. Playful. Unconventional.
Where to Wear It: A first-date dinner—because first impressions matter. And what better occasion than Valentine's Day? Whether you're out with your partner, celebrating Galentine's over dinner, or indulging in a solo dress-up moment, this collection is made for special occasions. Think Taylor Swift on repeat, GRWM YouTube videos, a cherry-scented candle, a Mothernaked face mask, and the soft glow of baby lights.
How to Style it:
Kika | The Bow Dress
Arakii | Veiled Long Sleeve Dress
Paris Texas | Lidia Feather Mules in Rouge Noir Satin
Valentino | Valentino Garavani Locò Small Shoulder Bag In Laminated Calfskin With Jewel Logo
The Stars of the Show:
Jude Benhalim's Stand-Out Piece: 'I'd definitely say the Amori earrings in Blush Pink or White. These earrings are the perfect plus-one for any occasion—whether it's a casual date or a big moment like your proposal (when you act all surprised, even though you totally saw it coming!)'
Kenzy Mazhar's Stand-Out Piece: 'I'd go with the Juno Necklace in silver. When I put on the Juno Necklace during the shoot, I experienced a feeling every woman will understand—as if I had pressed a button and stepped into a more elevated version of myself.'
The Verdict:
For the first time, Jude Benhalim fully embraces silver jewellery—stepping beyond their signature gold-silver mix. A fresh direction for the brand, this release continues their tradition of marking Valentine's with a special drop, like last year, when they teamed up with fashion influencer Jessica Toutounji for the Multi-Way Candied Hoop Box launch.