Meet Joe Avianne
Co-Founder & CEO — Avianne & Co.
Joe Avianne is the person you talk to first and the last person who signs off before a piece leaves the building. He has been running Avianne & Co. since 1999, building it from a single room on 47th Street into one of the most recognized custom jewelry operations in the country.
Over 25 years, Avianne has produced pieces for Drake, Nicki Minaj, Lil Wayne, Future, 2 Chainz, Bobby Shmurda, Jake Paul, Lil Baby, and hundreds of other artists, athletes, and collectors. The work has been featured in Complex, TIME, GQ, Grazia, XXL, and HotNewHipHop. Joe is behind every major client relationship that made that happen.
How Avianne Got Built
Joe didn't wait for clients to walk through the door. He went to them — artists before they blew up, athletes before their first contract, collectors who wanted something nobody else could make. That instinct for people is what separated Avianne from every other shop on the block.
The jewelry trade runs in the family — his grandfather Mair and father Boris were in the diamond business before him. But what Joe and his brother Izzy built at Avianne was their own thing: direct, relationship-first, and plugged into culture in a way the Diamond District had never seen. When Adam Sandler needed to prepare for Uncut Gems, he came to Avianne. When Complex wanted to document hip-hop jewelry culture, they came to Avianne. The brand became the reference point.
In the Room
Joe doesn't operate through middlemen. Every major piece starts with a one-on-one conversation — what the client wants to say, what the piece needs to represent, how it should hit when it's on. That direct involvement is why clients come back and why the biggest names in music and sports have trusted Avianne with their most visible pieces for over two decades.
Two decades of diamonds: how Avianne and Co. became the go-to jewelers for Cam'ron, Lil Baby, and more.
Complex
Joe Avianne details designing chains for Bobby Shmurda, Lil Pump, Cam'ron and more.
HotNewHipHop
About Joe
Joe is the CEO and co-founder of Avianne & Co. Jewelers, operating out of 28 W 47th Street in New York's Diamond District since 1999. Under his leadership, Avianne has grown from a single storefront into one of the most culturally connected jewelry houses in the country — producing custom diamond pieces for some of the most recognized figures in hip-hop, professional sports, and entertainment.
The brand's work has been documented by Complex, TIME, The Ringer, Grazia, XXL Magazine, HotNewHipHop, and Fashionista, among others. Avianne's connection to the Safdie Brothers' Uncut Gems brought the Diamond District into mainstream conversation. Single custom builds have exceeded $500,000. The client list spans decades of culture — from Cam'ron in the early 2000s to Lil Baby and Jalen Green today.
Joe runs every major client relationship personally. That direct, one-on-one approach — from the first conversation to the final stone — is what built the brand and what keeps it running 25 years later.
