By 
By now, you know Avi’s backstory - how he moved to New York City from Israel with his family when he was 14 years old. How he wanted to own his own business at 16 with the experience he gained from working since he was 10. How the only English he knew when he arrived here was yes and no.
I wanted to sit down with Avi in a more professional, yet intimate setting. Interview him in a way that didn’t talk about the story we already know and admire. I wanted to get to know the man behind the jewelry industry in a more up close and personal setting with questions that have been on my mind, the teams, and you too – on camera and 100% real.
Before the interview began in Avi & Co.’s upscale, trendy showroom, Avi looked over to his mom (who watched from the sidelines the entire time with pride). While getting miced up for the interview, he said excitedly. “Look, mah, I made it! I got cameras on me. You never thought I was going to make it this far, huh?”
Alexandra Hiaeve smiled over at her son. “I always believed in you. Always.”
Avi Hiaeve, 12 years old.
Tobi: I think I can speak on behalf of most of our team at Avi & Co. that we admire that you’re the type of CEO that plays a huge part in your company. You encourage everyone at company parties and birthdays, and you do simple things such as saying hello to the team when you’re in the office. What made you decide – this is the type of leader I want to be?
Avi: I don’t think it was a decision. There was no other option. I always wanted this to be a family-style business. I feel like you guys are there for me my entire day; I see you guys more than I see my entire family. So, it just feels natural. You know me, I don’t like drama. I want a good environment, and it’s the best. I’m grateful for my entire team, and I love what I do. It’s a pleasure doing what I do.
T: What has surprised you the most since starting Avi & Co.? And what are you most grateful for?
A: I think every day is a surprise, good or bad, but everything comes together. You just have to be able to handle everything.
I’m grateful that I get to have my entire family in the business. I finally got my brother into the company. I have my Mother, I have my Father, and I have you guys. I think everyone here feels like family. It’s not blood family, but we choose to be next to each other, and we enjoy doing what we’re doing.
T: How do you solve problems when they arise?
A: First, I take a breather. I think about it. I don’t rush into decisions. I find the best, fastest option to solve the problem. I also have one phrase that I go by – It’s a phrase that my rabbi once told me: Don’t be right, be smart. I try to think about what’s a smart way of fixing things. I just do the best I can for people. I like when everybody’s happy because it’s not just me. I try to be as fair as it gets. In business, in life, and in any situation. Even with my wife, [he laughs].
T: What are some of your company values?
A: The honesty. Our straightforwardness. We’re just real. Everybody here, everybody we chose, they’re just like me. You can’t have two different types in the company. If one wheel falls off, you stop driving. The vibes are good, I promise you. Good vibes only!
T: What do you think sets our company apart from others in the watch industry?
A: I think there are a lot of watch dealers, especially now ever since Covid hit. Before, people would buy watches just to make money. Watches started being so ridiculously expensive. Now, the hype is over, and I believe people are really thinking about what they want to buy. Regardless of the pandemic, I continue to sell what I believe, and I always try to do my best as far as selling the right items for the customers at the right prices. It’s not about just selling to the customer, but also dealing with any problems they may have with the watch after. That’s what sets us apart, the quality of service we give – not just when you buy, but later with repairs, repolishing, upgrading, selling, or consigning us your watch.
The biggest thing is we built a place where – forget diamonds forget watches – we built a trustworthy place where any business can be conducted. I don’t care what it is – honesty is everything in a person. If you’re honest, you can do anything. It’s important to be there for your customers entirely, celebrity or not. Anyone who spends a dollar with you, you have to appreciate and always look out for. It’s a happy thing when you have a relationship rather than just selling something and not dealing with the customer directly.
T: If watches and jewelry didn’t work out, what would have been your alternate career path?
A: Honestly, when I was growing up, my dream was to be a DJ. I remember my parents bought me for my Bar Mitzvah this high-end stereo from the United States with loud music. Back in the day, people didn’t have that. I’m still in love with music; I have a big passion for music. I’m always with a lot of music artists, and I feel at home when I’m in the studio with them.
I dance too, by the way, [he laughs].
T: What is the biggest challenge you face to get to your next career goal?
A: The biggest challenge is my family. Doing what I’m doing, and still being a father and a husband.
T: You have a supportive family, an amazing team, and you are very respected in the watch industry amongst your friends and peers. What do you look for in a teammate or friend?
A: Just to be real with me. I expect to get what I give. I give you my heart, I expect you to give me your heart. I help you, I expect you to help me. I like real people next to me. And I believe in just doing good. Don’t give me 99%. Be 100%, as much as you can. Be real to yourself. Be able to look in the mirror and say: this is the best I could have done in this situation, and there’s nothing better I could have done to fix the problem.
In Hebrew, there’s a saying, this little prayer that we read every weekend: Tov Shem Mishemen Tov. Basically, it means: A good name is better than good oil. Good oil is money. So, they say in the Tora that a good name is better than money. Even if you have no money but you have a reputation, you have something that people can talk about. This is what my vision in life is. I want my kids to remember me as - This guy was good. This guy was doing good. Not - This guy had so much money and partied. I want to leave a good name after me when the time comes.
T: Who do you look up to for inspiration?
A: Anybody. In every conversation I ever have, I always listen. I always learn from everybody. A motivational speaker could give you basic stuff that you might connect to, or it could be somebody that doesn’t talk a lot and gives you just a small example of a life lesson. I don’t think I have one inspiration. I have a couple of role models that I want to be like as far as that, but anybody can inspire me.
T: How do you stay motivated?
A: There are times you get tired, you get frustrated, you get upset, but I know how to work with myself. I know how to speak to myself. I’m my own boss, and I decide how to be. Basically, don’t cry over spilled milk. You can’t do anything about it. It happened. How can you fix it now?
I love what I do, and that’s the most important thing. Love what you do.
T: For people looking to do what you do, what do you think is the most important skill a CEO must have?
A: Be there for your people. Be there for your people [he repeats with emphasis]. If they need you, be there for them. Regardless of what it is. As much as you can. Whether it’s an opinion or advice, just be there for your people. Be real. There can never be anything wrong when you’re 100%. Problems start when you start playing games, or you’re not being real.
People say CEO, but I never felt like a CEO or a boss. I don’t boss people around. We have conversations, we try to fix it as much as we can, we try to do good for the company, and that’s it.
Avi Hiaeve, 2009.
T: So, everyone wants to know - How much time are you on your phone for calls/social media/working?
A: [He laughs.] You know, my day gets so busy. Every phone call and every text message I get is so important. I’m on the phone a lot: as soon as I wake up and before I go to sleep. I’m not on my phone for no reason; I’m trying to stay updated. My whole business is on the phone. There is also the time difference; Dubai wakes up when I go to sleep, we have an office in Hong Kong, and Israel is where our buying department is. There are people from all over the world that you have to be there for and keep motivated.
T: What do you think is the best watch for a business meeting? Vacation? Formal occasion? Everyday?
A: Everything has to do with your wrist and your lifestyle. I have a big wrist, so I can’t wear Rolex Presidential Day-Dates. On some people, it looks amazing, and I love the watch. Every watch that we have in inventory is based on my taste and what I think people like, including what’s popular in the market. I don’t buy things just to buy them. I purchase different watches, different styles, and I don’t feel like there is a best or any watch we sell is the best.
If I had to pick one though, I love Richard Milles. They’re big, they’re comfortable. I also love the Sky-Dweller; I like the bling. This is me. It’s very comfortable.
T: What is in store for Avi & Co?
A: A lot is coming soon. We are expanding. We’re coming to different cities, different states, and hopefully different countries.
Miami is opening May 4th, F1 weekend, in the Design District. I think it was a big achievement because we’re not authorized dealers for Rolex or these brands, but in the Design District, you have to be an authorized dealer to have a store over there. But we found a store location. We’re privately owned. We’re doing renovations, and I’m planning on the biggest grand opening you’ve ever seen. This has been a dream of mine to make a big grand opening. It’s like my birthday. So, this is one of my biggest challenges right now. I’m very nervous, and I hope it works the way I really want it to work. It’s a dream come true.
Plenty of artists are going to be there to show me support because honestly, it’s all the hard years that you worked for. This is the one day you ask somebody to show some support. This is that day and hopefully, we will take over Miami and the jewelry industry. We’re going to go to a place where, just like here in New York, people are going to be able to look at Richard Mille, Pateks, look at Avi & Co. watches, whatever we can help you with.
We’re also going in heavy on diamonds. We’re going to have Diamonds by Avi & Co. coming soon: all GIA-certified stones and top-notch. It’s going to be the best of the best, so you’ll be able to shop with confidence.
An achievement after that is to open more stores - I want to come out of the Diamond District. I feel like we outgrew this place. I feel our company should be somewhere by Madison, 5th Avenue, or somewhere next to the big brands that built their name. I think that we can finally say that we have a big brand.
If you want to buy the right thing, you want the right prices, you got to come to us. I’m saying that proudly because we’ve been here almost 20 years in this industry. If you do good, then your reputation comes with it. For all I know, we can open airlines, we can open hotels, we can open anything. We built a trustworthy brand where people will feel comfortable doing transactions with us.
Avi in Miami, 2022.
End of Interview
Perhaps, soon, we will even get a DJ/dance performance out of Avi. Until then, I hope that you find joy in the hustle and bustle of your life. Perhaps you too will find your first watch or your grail watch here at Avi & Co. Whether it’s in our New York location or our second paradise-infused boutique in Miami, just know –
