Custom Jewelry and Limited Edition Watches and Legendary Celebrities: Oh my!

In addition to selling limited edition watches at Avi & Co., we create jewelry fit for Kings and Queens. We proudly design what you want with as many GIA certified diamonds as you need. Let’s take a look at the process that goes into creating custom jewelry, as well as some jewelry we have already designed for some legendary celebrities. While we’re at it, let’s jump through time to get a sneak peek at some of the latest additions to Watches by Avi & Co.!

From diamond earrings and rings that range from small to larger stones, there is something that will match everyone’s personality. Our tennis bracelets will accent any watch flawlessly, and a matching necklace will leave you enhanced by diamonds.

Our Miami and New York City locations sell a variety of beautiful jewelry, from diamond necklaces to gorgeous rings that will enhance any outfit from the office to the gala. I sat down to speak with Avi Hiaeve about our jewelry collection.

When I asked him to tell me about some of his favorite pieces, he said, “I don’t really have a favorite. The entire process is my favorite. It has been a new challenge in the Jewelry Industry.” Avi used to sell jewelry and engagement rings on Canal Street in NYC before he truly got involved in luxury watches. For him, going back to jewelry is a bit nostalgic.

“My new niche,” Avi continues, “is building those crazy expensive items, certified items, where the value is there. I design jewelry that is worth your money, just like watches. I sit with every piece and handpick the diamonds, and then I design it. Sometimes before I even finish something, it’s already sold. Now that I’m designing jewelry, it has opened so many new doors.”

The process of creating a single piece of high-quality GIA certified jewelry is arduous. It can take about six months for the idea to materialize into the finished product. The journey involves several meticulous steps with the design process being the initial step. This is followed by sourcing the stones. The design is then entrusted to a skilled model maker who meticulously scans each stone and creates a prototype.

Next, the selected metal, be it gold or platinum, is carefully crafted into the jewelry piece. Subsequently, a skilled jeweler assembles the components, and a setter meticulously works on securing the stones in place. The piece then undergoes a thorough polishing process. If desired, it’s inscribed with carat information or the brand logo.

Once it reaches the final stages, it’s ready to shine and impress. We take pride in understanding our customers’ unique tastes. “As soon as I see it,” Avi says, “I already know who is going to buy it. I already know that this is their taste. This is customer service. As soon as I send them a video, it doesn’t even hit the showcase. It sells.”

Bad Bunny

The Puerto Rican rapper and singer was spotted at the 2023 Latin Billboard Awards donned head to toe in custom jewelry from Avi and Co. During his illustrious entrance down the blue carpet, he wore white gold diamond-pave earrings, rings, necklaces, three bracelets, and a belt chain all custom-made by Avi & Co. Most strikingly, he wore ‘The Crown Chain’ from our Royalty Collection, as well as a white gold Limited Edition Avi & Co. prototype timepiece.

The Limited Edition Avi & Co. AH00 watch comes with a 40 mm white gold case, 88.87 carrots, and a beautiful domed bracelet assembled with 360 diamonds on the strap alone. The Crown Chain consisted of 32 large stones surrounded by approximately 6,200 round diamonds placed in flower settings. Assembled with an assortment of round, asher, cushion, princess, pear, and emerald cuts, the diamonds weigh 210 carats. The necklace retails at $7 million.

Brooklyn Nets

Avi had the opportunity in 2022 to create a commemorative piece to celebrate the Brooklyn Nets' 10th Anniversary. He presented the necklace to the team on opening night, October 19, 2022. Its total weight is 809 grams of white gold with 91 carats of diamonds. Fans can see the piece at select home games.

Maluma

In collaboration with El Russo and Company, Avi designed and presented the Columbian singer with a custom piece based on Maluma’s Doberman, Buddha. The body features white and rose gold diamonds, while the eyes consist of pink diamonds. The chain is assembled with dog bones interlaced within the chain links.

Drake

Avi had the honor of crafting two dazzling custom chains for Grammy Award-winning artist Drake. One necklace features 18k yellow gold with large solitaire stones while the other showcases 14k white gold with smaller stones in a pave setting. Notably, both incorporate his OVO logo, represented by owl eyes on the chain links.

The reveal of the diamond-pave Iced Collection at the Miami Grand Opening was a great success. I asked Avi as of today, who owns a watch from Avi & Co.'s Iced Collection? “Aside from myself,” he laughs, showing me his wrist drenched in diamonds, “Floyd Mayweather owns two, Nicky Jam, J Balvin, and Jazz Limitless. Some wealthier clients who aren’t celebrities also own one.”

There was a moment when the white gold 44 mm timepieces sold out completely. Avi reveals that a new shipment of the 40 mm is coming soon. Now, the collection is just getting started.

New frosted timepieces are on the horizon. While the current AH10 and AH17 models are covered top to bottom with diamonds, these new pieces will have a frosted component and feature diamonds on the dial and bezel. They will also be available in white or rose gold, depending on your taste.

“Overall, they will still have that substantial look. Keep your eyes peeled within the month.” Avi says eagerly.

“I ask the people after they buy it,” Avi tells me. “I’m very curious to see how they feel. Sometimes when people want to show me love, they buy the watch because it’s me. But, then you want to see how they feel.

“Hearing the feedback from Floyd, Nicky, and Balvin, they love it! They say to me ‘Avi, I don’t stop wearing this watch. It’s so comfortable.’ And I agree! I haven't taken the watch off since May 4th,” he laughs.

“I tried wearing other watches in between. Within two hours, I would take it off. The Avi & Co. watch just fits like a glove. It feels good.”

Avi was enthusiastic that even a friend of his who doesn’t normally go for flashy jewelry can’t wait to match his wife. That’s how much he loves the look. With Avi & Co.’s variety of case sizes, you too can match your partner with a rare timepiece!

Customer satisfaction is our top priority, and it’s been the driving factor in our company’s success in the luxury watch market. With our custom jewelry, we hope to continue to exemplify the seamless transition from design to the satisfied customer. The same goes for finding the next piece for your watch collection. With additional models on the horizon, we can’t wait to see who will get their hands on these Limited Edition Watches by Avi & Co. next.

Book an appointment to see our beautiful jewelry or rare watches in person. Call (212) 375-3149 or email us at [email protected] with any questions you may have. Let Avi & Co. make you feel like the King or Queen you were born to be.