Virgil was the only client to ever in my career, send us a 3D wax printout of exactly what he wanted. Izzy: I was want to dive in a little bit deeper into what he was mentioning. From that idea, I’ll turn it into completely something different and they would love it. And just pick their brains and see where their creative mind is at. I like to get on a FaceTime or a call them. I wanna just back brainstorm with you.” And usually, that’s how it goes. Virgil called me up and he said, “yo, we gotta go crazy. Sometimes they’ll have a crazy concept, like Virgil for instance. What other ways do you collaborate with artists? Do they ever contact you and give you the creative license to design whatever you like or do they typically come to you with an idea? You mentioned having that access to the artist. So they were the breakthrough that created a Hip-Hop jewelry dealer. I’m sure for Izzy, having Lil Baby, Lil Durk, and Drake as clients really took his career to the next level. Like, wow, I don’t have to just make a chain. Then he goes to me, “can you make me a solid gold beer pong cup?” And that started my creativity. He would buy something for his whole camp. And then he went and bought like four watches. They were going crazy with me on different pieces, they were pushing the bar and Jimmy asked me to make him a solid gold blunt. I ran into Jimmy and Swae Lee and these guys just started getting checks from their label and from the songs they were making. Gavriel: Rae Sremmurd I ran into them in Vegas. It’s all about the product you get, the source you have, how close it is to the main source, and then the clienteles you have.Īt what moment were you able to begin that alignment with the stars of hip hop? Who was the client that you knew was gonna change everything? I like to compare our industry to the drug business. And then the third step was sourcing goods and making relationships and proving ourselves to the industry to get trusted for larger quantities of credit and, you know, bigger purchases so that we can have lower costs across the board. And then once you have a core following, the next step for us was figuring out manufacturing methods to lower costs, to increase our performance in terms of our creates in terms of our execution to kind of constantly put in the bar. You know, it’s very important to have a network and of interesting clients. Gavriel: This industry’s a bunch of moving parts, right? So initially what we honed in on and what I thought was the most important was the network to offload the goods too. We had a couple of meetings, created a business plan, and just went over a couple of things and it kind of made sense. It was a side venture that, that really got me interested. He hits me up like, yo, let’s go do our own thing. Gavriel and I were competing for a while but we had a falling out with our bosses, so the timing worked out well. But at that time I was running around, like a hawk, just making sure we got this business going and it work. We weren’t the coolest friends then but it developed into a good partnership and friendship. Izzy: Me and G met when we were in middle school. And we put our heads together and took this to the next level we’re at today. And then in 2017, I linked up with Izzy and he joined the company as a partner of mine. Then just with word of mouth, then the brand started to grow in notoriety. I was handing out cards and shaking hands. I started the business in November 2015, just hustling, going to nightclubs, going to different events, going to strip clubs, and just meeting guys. So I wanted to have something that had a well-versed name or linked back to my home city. I didn’t want to be limited to just jewelry. I started thinking of a couple of different, cool names and I’ve always loved the city I was from. I decided to branch out and go on my own. We used to work for another company and we had a falling out. Gavriel: NYC luxury started from an Instagram name.
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