BY TONIN Launches as New Zealand’s Conscious Choice for Demi-Fine Jewellery.
New Zealand’s newest demi-fine jewellery brand, BY TONIN, launches with two collections inspired by simplicity, meaning, and responsibility. Founded by husband-and-wife team Carlo and Mia Tonin, the brand is grounded in a commitment to crafting jewellery that honours people and supports the planet.
Demi-fine jewellery offers a thoughtful alternative to fast fashion by focusing on ethical materials, skilled craftsmanship, and intentional design. Positioned between fine and fashion jewellery, demi-fine pieces use quality precious metals and stones at a more accessible price point, combining beauty with responsibility.
BY TONIN is reshaping New Zealand’s demi-fine jewellery scene through a strong and transparent commitment to ethical sourcing, small-batch production, and expert craftsmanship. Designed by Mia Tonin (née Malazo), their two debut collections reflect close collaboration with trusted partners, enabling the creation of jewellery that supports a positive environmental footprint. Positioned as a conscious choice, BY TONIN champions quality, transparency, and care for both people and the environment.
At the heart of BY TONIN are values that guide every choice: choosing less but better, living with intention, and holding tight to what truly matters. These principles shape the brand’s approach to jewellery—crafted thoughtfully to reflect mindfulness, care, and meaningful connection.
Reflecting on the brand’s purpose, Mia Tonin says: “We hope our jewellery inspires a sense of mindfulness and connection, encouraging you to take a moment and cherish what truly matters.”
Each piece is made in limited quantities, allowing for careful attention to detail and a strong focus on quality at every stage. BY TONIN’s small-batch production, together with partnerships with Responsible Jewellery Council (RJC) and ISO 9001 certified makers, helps maintain high ethical and environmental standards throughout the process.
This approach reflects BY TONIN’s ongoing commitment to ethical, sustainable jewellery that honours both people and the planet.
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