Finance Professionals Quit Jobs for Jewelry Venture
Koyo Song and Avi Benita left their financial careers to grow their Hong Kong-based jewelry brand, Benalor.
Updated on Sept. 26, 2026 in Jewelry
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Koyo Song resigned from her finance role in July 2026 to focus full-time on Benalor, the jewelry company she co-founded in 2025 alongside former hedge fund partner Avi Benita. The brand operates as a direct-to-consumer e-commerce entity, cutting out B2B markups to reach younger demographics.
Why it matters
The transition reflects a growing trend of professionals leveraging their business backgrounds to target niche markets by removing traditional retail markups. By adopting a digital-first model, the founders aim to fill a perceived gap for modern custom jewelry.
Benalor currently generates US$1 million in annual revenue with jewelry prices ranging from HK$3,000 to HK$20,000. Each piece is handcrafted by Thailand-based artisans following the digital approval of 3D models.
The players
Koyo Song
She is the co-founder of Benalor who previously spent five years working at J.P. Morgan.
Avi Benita
He is a co-founder of Benalor who transitioned to the jewelry industry after working at a hedge fund.
Bella Thorne
She is an American actress who serves as a client of the Benalor jewelry brand.
The details
Clients participate in the design process by submitting inspirations and rough concepts that are refined into 3D models before final production. The brand has attracted high-profile attention, including American actress Bella Thorne.
Timeline
Benalor was founded in 2025.
Koyo Song resigned from her finance career in July 2026.
Culture Shift
Benalor follows the established pattern of modern startups using the direct-to-consumer e-commerce model to bypass traditional retail distribution channels. This shift away from legacy luxury retail structures mirrors the broader movement toward personalized, online-only shopping experiences.
Customers interested in custom pieces can participate directly in the design process by submitting their own inspirations for 3D modeling. Because the brand operates without physical retail inventory, shoppers should expect a digital-first purchase experience.
The takeaway
Entrepreneurs often bridge the gap between finance and creative industries by applying data-driven logistics to traditional artisanal crafts. This allows brands to maintain high-end quality while lowering costs for consumers by eliminating retail intermediaries.
Further reading
For more on evolving styles and market trends, explore our coverage in Jewelry.
Source note: This article includes information reported by South China Morning Post.
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