A staple of Manhattan’s Diamond District for over two decades, family-run Avianne and Co. has established themselves as the most in-demand jewelers for A-list entertainers and athletes alike. With a client list including Pete Davidson, 2 Chainz, Future, Coi Leray, Luka Sabbat, Kevin Durant, Travis Scott, Slick Rick, Cam’Ron, and Lil Wayne, brothers Joseph and Izzy Aranbayev, have made a name for themselves by creating one-of-a-kind diamond-encrusted pieces.
If this is all sounding a bit like the 2019 Safdie brothers hit film Uncut Gems to you, you wouldn’t be wrong. Izzy helped Adam Sandler reach his character’s full potential as the titular New York-based jeweler Howard Ratner, by letting the actor shadow him for weeks.
After immigrating from Uzbekistan, Russia (then the Soviet Union) to Brooklyn alongside their immediate and extended family in the 1980s, their father founded the manufacturer and wholesaler Mair’s Sons in the Diamond District with his brother, cementing the Aranbayev family legacy in the diamond business.
Carving out their niche of high-profile celebrity contacts, one of the latest custom creations they made for SNL comedian Pete Davidson “included a lawyer and space man pendants,” Joe told GRAZIA USA. “We also did a custom matching name tennis bracelet.” One can only imagine who the lawyer pendant could be for...
With a reputation for bringing the best ice to their star-studded clients, Avienne and Co. is just getting started. Ahead, GRAZIA USA caught up with Joe to learn how the business got underway and what’s next.
GRAZIA USA: Growing up with your father working in the diamond business, what made you want to start your own brand?
Joe: Growing up in my family’s jewelry business gave me a knowledge of the industry. I learned about gold and diamonds, while training in Judo for the Olympics and going to school. I started to sell and take orders while training and going to school in Colorado Spring’s at an Olympic training center. I then realized it was a lucrative business and found my niche with building relationships with athletes and entertainers. Once I retired from Judo, I came to my family’s business, Avianne and Co.
GRAZIA: What are some of the latest custom pieces you designed for celebrities?
Joe: Our latest pieces has been the coi fish necklace and the butterfly watch made for Coi Leray. We also did a beautiful serpent necklace and accompanying serpent pendent for the actor, Charles Davis. It has a 1-ct diamond in the mouth and emerald color marque stones for the eyes.
GRAZIA: Tell me about the customization process — do you work closely with celebrity clients on the design?
Joe: We definitely work very closely with all our clients. We pick their minds and have conversations about the creative aspect of the order. We also keep everyone in the loop of the process which includes wax moldings, raw casting, diamond settings then finally assembly and cleaning.
GRAZIA: How long do pieces take to create?
Joe: Depending on how intricate, it can start from six weeks to a year.
GRAZIA: What stands out as the most memorable custom piece you’ve created for a celebrity?
Joe: The most memorable to date is a world globe held by two hands, for rapper/ actor/ entertainer/ entrepreneur Mr. Cam’Ron Giles. The globe spins and is controlled by a non/off switch that is battery operated. Making a battery operated spinning globe was the first of its kind in the jewelry industry. We had to build the mechanism to make the heavy globe spin.
GRAZIA: Was there a moment where you stopped and thought, “I made it”?
Joe: It’s been amazing to see all the pieces of art we have made throughout the two plus decades, where I personally have stopped and said, “Yeah, that’s Avianne & Co!”
GRAZIA: What do you think has been the key to Avianne & Co.’s longevity and amazing success over the years? What sets your brand apart?
Joe: Our success over the years is credited to hard work, dedication, teamwork and our relentlessness for success.
GRAZIA: What’s next for the company?
Joe: Expansion that includes accessories, such as perfume, wallets, key chains, belts, shoes, apparel and taking the brand to TV.
