Rooted in heritage and shaped by experience, Felor is the result of a partnership between lifelong friends, Ben and Matt.
For over a decade, Ben has sourced fine Italian gold jewelry from New York City’s Diamond District—developing a deep understanding of craftsmanship, quality, and timeless design. Matt, an entrepreneur with a background in brand and e-commerce, brings a modern perspective—refining that legacy for today.
Felor is named after Ben’s grandmother, who founded their family’s 47th Street gold business nearly fifty years ago. In Farsi, Felor also means flower—a symbol of beauty, resilience, and something meant to endure.
Together, they created Felor as a continuation of that legacy.
Every piece is crafted in ethically sourced 14k Italian gold—designed to be worn daily, gifted with meaning, and kept for years to come.
Felor is gold that carries a story—one that began long before us, and is meant to last well beyond.
