Celebrity Jeweler Avianne Shows Off His Insane Jewelry Collection, Part 2 | On the Rocks | GQ

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[Interviewer] Let's talk about the history of Avianne.

Hold up, hold up, hold up,

we can't talk about any history

without my brother here.

Izzy? Hey yo, what's up man?

What's up? My partner, my brother.

They wanna talk about the history of Aviannes Izzy.

Okay.

Well we come from East New York, Brooklyn.

Our parents and grandparents immigrated from Uzbekistan,

at that point in time, it was the USSR.

My father was actually a jeweler,

and he opened up a wholesale business,

and he was doing phenomenal in the gold.

And then my brother and I, we graduated high school 98, 99.

We just said to our father like,

Listen, we like what Tito the Jeweler is doing,

what Jacob the Jeweler is doing,

and we wanna go on that direction.

'Cause you know, those were our role models back then,

and look at where we are today.

We're here, we're on top of the world,

and we're creating the most magnificent pieces out there.

Oh yo yo, Kevin was just telling me

he looking for some watches.

Are you looking for watches?

Yes I am.

Let's go to the wall of watches right there.

Why don't we talk about, AP? I was thinking about...

Uncut Gems happened because since 1999

when we opened up our doors here at Aviannes,

we always been reaching a lot of different people,

within a lot of different industries.

Cam'ron the co-founder of the Diplomats,

he was supposed to be part of the movie, reached out.

So he ended up bringing Adam Sandler

and the production team over.

They liked what they saw here, and they moved forward

in shadowing us to create their film.

Adam Sandler was shadowing my brother.

He was always around us, so as I was always on the phone

talking to dealers, dealing with things,

and he actually was checking out how I was talking

and moving and watched how I used the loop,

how I used the tweezers, you know,

just to see what an everyday diamond dealer does.

I actually created all the jewelry in the movie.

Whatever Adam Sandler was wearing,

whatever LaKeith was wearing, Kevin Garnett,

all the stars that didn't have jewelry,

I supplied the jewelry for the film.

Everything is exactly to the T in the movie.

There was a bunch of stuff in it that was real, you know,

people live the life.

Including the kidnapping part.

The gambling.

People really do get kidnapped. [laughs]

People gamble out here.

I hear stories where people've lost tens of millions

of dollars out here on sports betings,

and if you don't pay, they coming for you.

You do good, good things happen.

You do bad, bad things happen.

And that movie showed it to you real.

Izzy thank you. No problem Joe.

I appreciate you too.

I love you man. I'll see you.

Love you as well.

Now enough about all that, let's just talk about

what the artwork is all about ladies and gentlemen.

The first pendant I wanna touch up on is

the male Mona Lisa.

My man Cam made this face and this picture is so popular.

This shit is on everything, know what I'm saying?

On toilet paper, [chuckles] on socks, on shirts,

on tablecloths, curtains, bed sheets,

even on your girl's underwear.

We're gonna be NFTing them,

starting bids is probably gonna be at 20,000.

Cam'ron, he definitely gave us that battery on our back.

His first project that he gave us to do

was that big diplomat plate,

and then it had the diplomat Eagle on there, you know,

a bigger version than this, this is my personal piece.

Cam is family to me, so we always repping each other,

you know what I mean? So we did something like this,

about 15 times the size.

It was a big plate like that,

with a big bird just like that.

Blueface is my man.

This particular concept came from a wrist,

it was supposed to be,

you know how people wear the bandanas on their wrist

and they're flagging?

So I was gonna create a bracelet for him.

Rather, he said to me, Joe, you know I love the concept,

can you create this into a collar for me instead?

And I say, Yo, you know what, You're crazy man.

Why would you want something...

You know how big this is gonna be around your neck?

He said, Bro, that's the whole point.

That's the whole point.

So I created him this particular collar years ago,

and this broke dance in it, can you imagine?

You walking in somewhere and you see somebody sitting there

with this particular collar on,

what will be going through your mind?

Right here is about a half a million

Let's talk about who put Avianne on the map.

If yous guys remember Jagged Edge,

there was the twins there.

Miss Casey is their mother.

On the first day that we opened our doors here,

Miss Casey walks in.

She introduced herself as just a regular person

and she has two kids that she wants to get

these JE pieces made for her.

That was our first major celebrity person

who put us on the map.

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You know just to talk about our creativity

and our execution, is this jet-like piece,

shout out to my man Stacks for giving us the opportunity

to create this for him.

So this is a actual jet, a fighter jet.

As you can see it's two-tone,

we even got his bombs and stuff on here,

you got pave flower setting here,

you got baguettes right there.

If you could think it, if you could dream it,

we can make it for yous guys.

Something like this will cost you at around $55,000.

So make sure when you come see us, get your bag ready.

The next pendant that I wanna discuss is my man Blacc Zacc.

You know we didn't actually make the letters in the piece.

He had this particular piece already,

so he brought it to us and said,

Joe, what can you do with this?

What we did was take the initials apart, create this plate,

you know, that's it sitting on, this thing is pretty heavy,

as you can see, I'm breathing hard.

It's about a kilo, kilo's about a thousand grams in gold.

So as you can see there's two locking mechanisms

which most people don't do, we create it.

As you can see, there is no lock on the chain.

What they gotta do is pocket the lock, store it somewhere,

so when they wanna wear the chain dolo

without the particular medallion,

they just take the lockout,

take the medallion off and connect the chain.

I mean a medallion like that is about 100,000.

We all know who Bobby Schmurda is.

He kept a solid, kept it 100 and he kept a quiet.

So, everything that he does, it's either this, or this.

So this particular pendant right here slash collar,

this is a lock that is doing this, and every other five,

six links, he got another emoji that's like this.

So if you can't shut up this way,

we gone to tape your mouth shut this way. [mumbles]

Let's talk about 2 Chainz.

You know, I've been working with 2 Chainz for so long now,

I think it's been what two decades now damn near.

So, he walks into my store and sees [click sound]

this bad boy.

Look at all the detail work from the lock, to the chain,

to the medallion, to the overall finishing

of this particular set.

Now this has a ring and a bracelet to go with it.

I've been doing 2 Chainz's jewelry for two decades now,

and all I've been doing is elevating my game,

just as much as he's elevated his game.

Something like this is more or less, the whole set is,

I would say 450,000, bracelet, chain and ring.

I wanna make a statement when I walk into a room.

So I created this magnificent piece for myself.

I want you to take a look at that, with all the emeralds,

the baguettes, the two tone, the spike, the round stones,

just take a look at how this has particularly made.

You know, just like entertainers or athletes,

they invest into their self, and to their image.

Walking into a room, throwing this on,

this shit sure makes a hell of a statement, don't it?

I mean, if you'd be interested in something like this,

the necklace would cost about 160,

and the medallion would cost you about 75,000.

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We do have our own eyewear division.

These are prototypes.

These are made for my home girl Coi Leray.

Obviously everything is still not put together properly,

but these are prototypes, and we're working on the design.

Take a look at this.

Like, there's nobody that's in our industry doing this.

Everybody in the industry is out there

just to make a dollar.

No one is innovating.

No one is bringing or pushing the envelope in creativity.

Let's talk about these right here, ladies and gentlemen.

First ones ever done.

These are the Louis Vuitton Billionaires.

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Now does this speak volume for you?

Do I have to say much?

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I think this says it all.

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You know when people come in here,

and we sit down and start working for them,

there's a process that we have to go through

in order to go on and get this moving.

You know, the first process is obviously sitting there

and communicating with the consumer,

and to see where their mind is at.

The second step is to sit there

and to sketch it out by hand.

The third step is to create an actual graphic design.

The fourth step is to confirm that design with the client.

The fifth step is to get into wax mold.

The sixth step is to get into a raw casting.

The seventh step is to get the cast and clean it,

pre polish it.

The eighth step is to take it to my team upstairs

where we could cook it up, get the proper diamonds,

the clarity, the color.

And the next step after that is to get a diamond set.

And last but not least,

once it comes down here after the diamond setting,

then we start assembling the pieces if they are in pieces.

And then we get it polished up,

and make that phone call to the client, let them come in

and see their particular piece get finalized

and bringing everything that they had in mind to life.

Clients are out there in the world

doing what they're supposed to be doing.

These pieces are a representation of us.

I would like to think GQ on the rocks and the staff

for coming on in and taking this moment out

to share the history of Aviannie & Co,

and we love you guys and appreciate you guys.

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