Our heritage

Walking past number 8 of Via Bogino, Torino, you will find a baroque building built in 1690: Palazzo Balbo di Vinadio.

You would little suspect that its grand façade conceals a 3300 sq chic gallery that more than a shop resembles to a 18th century noble town house, where you will find a remarkable collection of high jewelry.

This is the story of a passion which started back in 1961 when Alex Jona’s father, Giorgio, enthusiast and passionate collector of antiques, decided to leave the stock exchange career to start his own business dealing in antique silver, oriental art and precious gemstones for the creation of fine jewelry.

The Company has grown since then also thanks to Alex, who focused his passion and work on designing and creating jewels for a modern life style. Alex travels the world to discover precious gemstones, personally selected, then concealed in extraordinary pieces of jewelry. Alex Jona jewels stand out non only for their excellent quality of the gemstones but also for the great attention given to details during the whole crafting process.

Alex’s passion flows in splendid contemporary jewels entirely hand-crafted in the best Italian goldsmith tradition.


With over 60 years in business, same tradition and values are now available online in an elegant e-shop where to admire the result of a passion for jewels.

This is a traditional jewelry service through a contemporary online sale system where you may buy with confidence and establish a relationship directly with Alex Jona and his team.

Through Alex e-shop you may purchase not only prêt-à-porter jewels, but also exclusive one-of-a-kind pieces mounted around unique gemstones.

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