By 
Aspen, Colorado, known for its illustrious winter sports, breathtaking scenery, and high-end boutiques, is the ideal location for Avi & Co. to launch an exclusive boutique.
On September 14th, Avi Hiaeve, founder and CEO, officially closed the deal on Avi & Co.’s third location. “I’m feeling nervous,” he told me. “Nervous. Happy. Excited. Worried. It’s a mixture of a lot of feelings, but I’m mostly excited. I can’t wait.”
Where the Diamonds Shine Brighter
“Aspen has been on my mind for about three years,” Avi says as we discuss the company’s next adventure. For a long time, Avi tried to locate a store in The Silver Queen City. With the far travel time from New York City, it proved to be a distinctive challenge. However, Avi is confident that everything will come together. He knows it’s the right place to be.
Aside from the obvious all-year winter weather in Aspen, the vibe between all three boutiques will be very unique. For Avi, New York is home and Miami is a party place.
“Every night in Miami is restaurants, celebrities, and friends. You’re always out and about. Aspen, on the other hand, is very relaxed,” Avi finishes with a smile.” It’s very cozy and cold. Shop, sleep, and ski. It’s so different, but I love it.” If you’re looking for a relaxing destination to escape the hustle and bustle of New York and the party scene of Miami, you’ll definitely want to shop for diamonds and luxury watches in Aspen, Colorado.
Each store location will sell custom-made diamond jewelry, from earrings to necklaces to bracelets and rings. And of course, our collection of Richard Mille, Patek Philippe, Audemars Piguet, Rolex, and more will stoically line the glass displays. There will be something for every personality and occasion, but rarely will two pieces be the same.
While New York has a trendy, upscale showroom and Miami was inspired by the lush greenery sprinkled throughout the city, Aspen will also have a distinctive design. “How do you want to shop today? If you want to feel cozy, check out New York. If you want to feel loud, you go to Miami. Aspen will be something different.” The Avi & Co. team is waiting in anticipation for the finished design.
From the East to the South to the West
About 1,000 guests attended the Miami Grand Opening in May 2023. Papi Steak catered, rapper Rick Ross performed, and celebrities dazzled the new storefront. While it was just an opening of a store, it looked like the equivalent of a wedding or the Grammys, which was exactly what Avi was hoping for.
After already opening two successful stores, I asked Avi what outlook he would be taking with him to Aspen to ensure another efficacious Grand Opening. “Repeat Miami,” he says with confidence. “My goal is to repeat Miami. And you know what, for some crazy reason, everybody’s already approaching me to make sure I invite them to the next Opening.”
Even though Avi reminds his friends and clients that Aspen is high-end, nobody wants to miss out on one of Avi & Co.’s soirees. “Everyone wants to go!” Avi laughs.
With 3 stores now on Avi’s plate, a lot of work goes into remaining organized. “I have to stay on top of my team. Stay on top of myself. I have to have dedication and patience.” If Avi had cameras on him even just for one day, we’d probably understand the constant commotion. “It’s a lot of work,” he continues, “but, I love it. It’s that adrenaline rush. It’s like saying: Yes, I made it. I did it.”
“It’s exciting because people thought we were done once Miami opened.” Avi enjoys keeping everyone on their toes and the surprises that each day brings. “Aspen is coming up – Boom. There’s a billboard in the Midtown NYC tunnel – Boom. We were a part of the 2023 Billboard Latin Music Awards – Boom.”
“I believe in my company. And I'm going all in.”
What’s Next for Avi & Co.?
“The objective is to keep opening stores in new locations,” Avi says. “But at the same time, do not forget the importance of this company, such as the customer service. Sometimes you go too fast and you trip. My goal is not to trip. I want to make sure I don’t make mistakes along the way.”
At Avi & Co., customer satisfaction is our top priority. It’s been the driving factor of our company’s success in the luxury watch market. With hundreds of rare watches in stock, our highly knowledgeable sales team will go the extra mile to help you make a stark purchase. We strive to build long-lasting relationships with our customers by staying connected even after your watch is delivered.
“I told myself that if I can pull off a store in Aspen, I can go to Dubai. I think next year will be Dubai. That’s my goal. But I have to pull off Aspen first. I have to tell myself: Avi you can do this. I have to tell the team that they can do this.”
“I’m testing the team just as much as I’m testing myself. We’re exploring the pressure together. It’s a lot of pressure. It’s a lot of work. Instagram may look cool, but it’s a lot of work.”
Avi & Co.’s Aspen, Colorado boutique will be opening in March 2024.
If you live near Aspen, Colorado, or plan on visiting soon, be sure to add Avi & Co. to your list of high-end boutiques to explore. Whether you need a luxury timepiece for skiing or just want to walk around with your outfit glistening in diamonds, let Avi & Co. be your destination for luxury. Sign up for our newsletter to stay up to date and follow us on LinkedIn to keep an eye out for job openings in our newest Aspen location.
“Stay tuned. Some good things are happening. And I'm very excited!”
