Roei makes unique hand-crafted gold jewelry embedded with gems and diamonds, using the most advanced goldsmith's tools. The jewelry collections, including engagement and wedding rings, are designed in a variety of styles: vintage, classic and modern. Other jewelry is custom made for the customer, which is an integral part of the design process.

Roy also specializes in designing Judaica and Kabbalah items. On various items he engraves prayers and blessings inspired by Jewish mysticism, a realm that has been close to his heart since childhood.