Israeli Muay Thai fighter Ahavat Hashem Gordon is taking his Jewish identity from the boxing ring into the jewelry business. The 20-year-old has launched LOVE OF GOD, an online jewelry brand featuring Stars of David, the outline of Israel and even a boxing glove with a Star of David at its center.
Gordon established the venture alongside Yonatan Levy, a jewelry industry professional, with an investment of 1.6 million shekels. The debut collection features nine pendant designs made from 14-karat yellow and white gold, silver and gold-plated silver with a 2.5-micron coating known as vermeil.
Prices range from 550 shekels for the most affordable Star of David necklace to 15,400 shekels for a luxury version featuring 30 sapphires and 70 diamonds. Shipping is free.
The collection also includes a "Holy Land" necklace featuring two natural diamonds and a sapphire. The sterling silver version costs 650 shekels, rising to 900 shekels for silver with gold or rhodium plating and 3,700 shekels for a gold version.
A necklace featuring a boxing glove pendant costs between 950 and 9,995 shekels, while necklaces bearing the Hebrew word "Shema," the opening word of a central Jewish prayer, range from 850 to 8,900 shekels.
For now, the website offers necklaces for men and women only. Necklaces are easier to sell online in the initial stages than bracelets or rings, which require more precise sizing, although the collection could expand in the future.
Development of LOVE OF GOD began in April 2026 and lasted approximately six months. Gordon was actively involved in designing the first collection alongside the brand's team.
"Our goal is to take Jewish, Zionist and Israeli identity and turn it into everyday style," Gordon told ynet. "Throughout my career, it has been important to me to bring my Jewish identity everywhere I go. We wanted to create jewelry that people could wear with pride, combining symbols that represent us with designs suitable for everyday life. For me, LOVE OF GOD is another way to express our connection to who we are and what we believe in."
Asked what distinguished his products from other Jewish-themed jewelry already on the market, Gordon acknowledged that the concept was not new. "But we want to take it to the next level in terms of jewelry quality, attention to detail and connecting it to a sense of strength and confidence. That's why we have a boxing glove design. There's a connection to faith and religion here that gives a great deal of strength."
Ahavat Hashem Gordon and Yonatan Levy
(Photo: Noa Rog)
Gordon's business partner, Levy, comes from a family involved in the jewelry and diamond industry in the United States and has worked with jewelry since he was eight years old. The two met at a boxing training camp in Thailand, where the idea for the business began to take shape.
"I met Yonatan at a boxing training camp and we connected," Gordon recalled. "I love business and jewelry, just like him. I listened to him a lot, and he really interested me. Jewelry is something I love very much. The truth is that Yonatan came up with the idea, and the rest is history."
According to Gordon, the jewelry is currently manufactured primarily in Israel, although production could expand to other countries if the business grows.
Asked whether he was concerned about competitors copying the designs, Gordon pointed to the collection's handcrafted finishes. "Good luck to them. Let them try to copy the boxing glove with a Star of David inside it, a piece that symbolizes the strength of our people. Good luck trying to do that kind of work with silver and gold. I genuinely wish them well."
The fighter also addressed the fact that some Israelis conceal jewelry bearing Jewish symbols when traveling abroad because of security concerns.
"No one should have to hide who they are. It shouldn't be that way, and that's what we want to remind everyone," he said. "That's why I've already worn some pieces from the collection during several of my recent fights."
As for the brand's future, Gordon said he hopes eventually to move beyond online sales and open a physical store.