Founded in 2018 by Interior Architect, Jewelry Curator, and Health Coach Lena Aoun Tzortzis, Theodore & C. began as a bespoke jewelry service for private clients. The mission was simple: to offer highly personalized consultations, gemstone sourcing, and custom designs with a luxury touch.

Lena’s background in design, global travel, and strong personal connections turned each appointment into a creative journey. Finding rare stones and fulfilling unique client visions quickly became her passion—and her signature.

As the world shifted online, Theodore & C. adapted by introducing a curated selection of luxury brands and emerging designers, all while preserving its warm, concierge-like experience. In 2022, the brand launched its digital e-boutique, based in Dubai and serving a global clientele.

We believe jewelry and fine art should enrich your life—not just decorate it. Our e-boutique brings together exclusive, curated collections that reflect the individuality, style, and story of each client.

We partner with designers and collectors who share our values, offering rare and meaningful pieces. Unlike mainstream marketplaces, we focus solely on jewelry and art—no fashion, no clutter—just timeless elegance.

Theodore & C. is, and always will be,
a home for the art of jewelry.

Fine art is a natural extension of our vision. Our e- gallery offers curated artworks that complement our jewelry offerings, both in aesthetic and value.

From private collections to commissioned pieces, we offer:

• Art curation & styling
• Investment art advisory
• Art sourcing for private clients and architectural projects and new developments.

We blend old world appreciation with modern presentation, creating a refined digital space for collectors and creators alike.

Theodore& C. also supports emerging jewelry brands through dedicated advisory services—especially those looking to grow in the Middle East.

We offer guidance in:

• Brand identity & storytelling
• Market entry & strategy
• Collection curation
• Retail & e-commerce setup
• Luxury communication & networking

With deep roots in the region and an eye for artistry, we help brands build authentic, lasting legacies in a competitive market.