About Emerald Cut

THE BRAND: EMERALD CUT is a contemporary jewelry brand best described as “chic with an edge”. Each piece is conceptualized and hand-crafted by founder Joy Aiello. Founded in 2020, Joy draws inspiration from her passion for traveling around the globe; each collection inspired by a new destination. The brand name was inspired by Joy’s favorite diamond cut, the emerald cut. Much like a diamond, the EMERALD CUT woman exudes elegance and refinement. She has discerning taste- sophisticated with an edge. She is a travelista and expresses herself through her personal style. Emerald Cut marries luxury inspiration with street style functionality. THE DESIGNER: Born and raised in New York, Joy Aiello graduated from the Fashion Institute of Technology in NYC with a Bachelor’s degree in Fashion Merchandising Management. After a decade of experience working in the fashion industry as a Global Merchandiser for luxury brands such as Giorgio Armani and Ralph Lauren, Joy decided to leave the corporate world to travel the real world. While walking along the beaches of Abu Dhabi, she was inspired by the beautiful shells she found and thought they’d make the perfect pair of earrings. She decided launch her own jewelry line in 2020 at the height of the pandemic with the hopes of inspiring others to dream of new destinations, even if they couldn’t travel. Read their story