Born in the
Diamond District
47th Street between Fifth and Sixth Avenue is one of the most concentrated blocks of jewelry commerce in the world. Hundreds of dealers, cutters, setters, and sellers work within a few hundred feet of each other. It is competitive, close, and unforgiving. Reputation is everything. A bad piece follows you. A great piece follows you longer.
Avianne & Co. opened its doors at 28 W 47th St in 1999. Joe and Izzy Avianne came from a family with deep roots in the jewelry business, going back at least to their grandfather Mair and father Boris. The Diamond District was not a new world to them. It was the world they grew up around.
What they built at Avianne was their version of it: direct, relationship-first, custom-focused, and culturally aware before that was a strategy.
Joe and Izzy
Joe runs the relationships. He is the first conversation and often the last one before a piece goes out the door. He came up through the Diamond District with the same discipline he brought to judo — training as an Olympic-level hopeful before the jewelry world became his arena.
Izzy runs the creative. His eye is for what makes a piece mean something: the reference that inspired the design, the stone that changes the whole composition, the cultural moment a piece is built to mark.
The Uncut Gems
Connection
In 2019, the Safdie Brothers released Uncut Gems, a film set almost entirely inside the world of the NYC Diamond District. To prepare for his role, Adam Sandler spent time learning the business from the inside — and he came to Avianne.
The film captured something real about what the Diamond District actually feels like: the pace, the pressure, the relationships, the stakes. That energy is not fictional at Avianne. It is the daily reality of 28 W 47th St.
Culture, Clients,
and Custom Work
Avianne's client relationships are not marketing angles. They are the history of the brand. Drake. Nicki Minaj. Jake Paul. Jalen Green. Young Thug. The Dipset era. Bobby Shmurda. Big X Tha Plug.
In November 2025, Max B walked out after approximately 17 years and came directly to Avianne. Complex covered the moment. The haul, valued by Avianne at over half a million dollars, included a custom MAWA pendant with 6,431 stones, 87 carats of diamonds, and a 321-gram medallion.
Elliot Eliantte, now one of the most recognized names in celebrity jewelry, first entered the jewelry industry through Avianne & Co.
The conversation starts whenever you are ready.
Custom work at Avianne starts with a conversation. Not a catalog. Not a form that disappears into a queue. The relationships are real. The work is real. The pieces last.
Start Your Custom Piece