Ariel Banin, Joseph Banin & Dino D'Auria


Our Story

The story starts with two brothers Ariel and Joseph Banin. Ariel set his sights on working in the family jewellery industry at 18 years old whilst Joseph almost became an economist in the City, but the lure of watches and, of course, working with his brother, proved too great. The meeting with Dino D’Auria at a club in Vegas was purely by chance and what is now perceived as fate.  Amongst the glitz and glamour of the bright light city the guys talked and it was apparent that they all had a passion for watches, jewellery and the luxuries life has to offer not to mention very importantly all being able to bring something different to the table.  Joseph says the turning point was meeting Jacob Arabo [of Jacob & Co] at a jewellery exhibition in Vegas. The Frost of London seed had been sown and in 1st April 2009 they opened their doors to the New Bond Street boutique.  Jacob & Co was the debut brand and they have not looked back since with an International following from watch connoisseurs to royalty. Brands in store are carefully cherry picked and include limited edition watches, fine jewellery and accessories. In 2013 Oracle magazine was launched; a luxury men’s lifestyle magazine which is distributed to clients and available in various London 5* hotels, private jets and similar. Frost of London has received industry awards as recognition of their efforts including the highly acclaimed Watch Pro HOT 100 as ‘Retail Titans’. Frost of London houses a boutique in the Sofitel Plaza, Hanoi and has most recently undergone a million pound refurbishment to the London boutique which includes a substantial increase in floor space. The new design suitably reflects the brands they retail and presents a truly unparalleled experience.