Born in New York City's Diamond District
Founded in 1999, Avianne & Co. is a family business and luxury nyc diamond district jeweler located in the heart of New York City's Diamond District at 28 West 47th Street. Built by brothers Joe and Izzy Avianne, the company has earned an international reputation for custom diamond jewelry, exceptional craftsmanship, and lasting relationships with musicians, athletes, entertainers, collectors, families, professionals, and first-time buyers who want quality and personal service.
For more than 25 years, Avianne & Co. has operated from 28 West 47th Street, where many of the world's most respected diamond dealers, setters, polishers, and jewelry manufacturers conduct business every day. The district is known for competitive pricing and direct-from-source sourcing. Roughly 80% to 90% of imported diamonds in the U.S. pass through the Diamond District. Avianne & Co. was built by Joe and Izzy Avianne, who bring decades of family experience and deep roots in the Diamond District to the business. The culture of the district, known for its competitive pace and high standards, shapes every aspect of their work. This foundation has helped Avianne & Co. become a trusted destination for bespoke diamond jewelry, notable commissions, and long-term client relationships across music, sports, and beyond.
In addition to natural diamonds, Avianne & Co. offers an amazing selection of lab-grown diamonds, which share the same physical properties as natural stones but often come at a great price. Customers interested in exploring lab diamond options can visit our dedicated collection here.
Every custom piece begins with a conversation, not a sales pitch. Every relationship is built to last longer than the jewelry itself.
Forged in the Heart of the Diamond District
There are few places in the world like New York City's Diamond District.
Stretching along 47th Street between Fifth and Sixth Avenue, the district has served as the center of the American diamond trade for generations. Hundreds of independent jewelers, diamond dealers, manufacturers, setters, polishers, and designers work within a single city block. The pace is relentless. Competition is constant. Reputation is everything.
One exceptional piece can establish a reputation that lasts for decades. One mistake can travel just as quickly.
Joe and Izzy Avianne did not simply move into the Diamond District. They grew up in it.
Their grandfather, Mair, and their father, Boris, spent their lives in the jewelry business, introducing the brothers to the trade long before they opened Avianne & Co. The Diamond District was not just where they worked. It shaped how they understood craftsmanship, integrity, and the importance of relationships.
When Avianne & Co. opened its doors in 1999, the goal was never to become another jewelry store. It was to build a company centered on custom design, direct relationships, and uncompromising quality.
More than two decades later, that philosophy continues to define every piece that leaves the showroom.
Joe and Izzy
Joe Avianne leads client relationships and oversees the day-to-day operations of the business.
For many customers, he is the first conversation and the final approval before a finished piece is delivered. His approach has always been rooted in trust, consistency, and attention to detail, the kind of honest, competitively priced guidance shoppers seek from respected Diamond District jewelers such as Delicate Gem.
Before dedicating himself full time to the jewelry industry, Joe trained as an Olympic level judo hopeful. The discipline, patience, and focus required in competitive athletics continue to influence the way he approaches business today.
Whether working with a first-time customer or someone who has commissioned multiple custom projects over many years, Joe believes every relationship deserves the same level of care and attention.
Izzy Avianne leads the creative vision behind Avianne & Co.
Known throughout the Diamond District for his design expertise, Izzy works closely with customers to transform personal stories, milestones, and inspirations into one-of-a-kind pieces. Shoppers often compare specialists across the district, such as Aníshéré Designs for custom engagement rings and custom designs.
His process goes beyond selecting diamonds or precious metals. Every commission begins with understanding the customer's vision. From there, every detail is carefully considered, including proportion, stone selection, craftsmanship, and wearability, reflecting the district's category-specific expertise.
From custom pendants and championship jewelry to engagement rings and intricate diamond settings, Izzy's work reflects traditional craftsmanship while embracing modern style and culture.
Built Through Relationships
Custom jewelry is personal. Reputable Diamond District jewelers also stand out through strong recent reviews and transparent prices.
At Avianne & Co., the process has never been about selling inventory from a display case. It begins with understanding why a piece is being created. A reputable jeweler should give you enough time to examine options and decide without pressure, with attentive service throughout.
Some customers celebrate championships. Others mark career milestones, anniversaries, family achievements, or personal success.
Those stories shape the final design.
Over more than two decades, this relationship-first philosophy has helped establish Avianne & Co. as one of New York City's best known custom jewelers.
Many customers return years later because they trust the people behind the work as much as the craftsmanship itself. It also makes sense to compare multiple jewelers and prices instead of buying from the first one you encounter.
The Uncut Gems
Connection
The world portrayed in Uncut Gems was rooted in reality.
When directors Josh and Benny Safdie developed the film, authenticity mattered. To prepare for his role as Howard Ratner, Adam Sandler spent months learning how business is conducted inside New York City's Diamond District.
Part of that preparation took place at Avianne & Co.
As reported by Time, Sandler shadowed Izzy Avianne and members of the Avianne team to understand how diamonds are bought, sold, negotiated, and discussed inside one of the world's most competitive jewelry markets.
The Ringer also documented Sandler's preparation, noting that he learned directly from Izzy about buying and selling diamonds.
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.
Noteable Engagement Ring Moment
One of the most talked-about recent commissions came in November 2025 when rapper Max B returned home after approximately 17 years.
His first stop was Avianne & Co.
The custom collection, valued at more than half a million dollars, featured a one-of-one MAWA pendant containing 6,431 stones, approximately 87 carats of diamonds, and a 321 gram medallion.
The project received national coverage from Complex, highlighting both the craftsmanship involved and the long-standing relationship behind the commission.
Another fantastic connection is Elliot "Eliantte" Eliantte, who began his career in the jewelry industry through Avianne & Co. before establishing his own internationally recognized brand. His journey reflects the influence Avianne has had within the broader jewelry community.
More Than Custom and Fine Jewellery
While many customers discover Avianne & Co. through music, sports, or entertainment, the company serves a much broader audience.
Collectors, families, professionals, and first-time buyers all come to the showroom seeking the same thing: exceptional craftsmanship backed by genuine expertise. Some buyers also compare natural stones with lab grown diamonds.
Whether creating an engagement ring, wedding bands, redesigning a family heirloom, producing a championship pendant, or crafting a one-of-a-kind diamond necklace, the objective remains the same. Natural diamonds are mined from the earth, while lab options have the same physical properties and are often cheaper. Complete Carat specializes in lab-grown diamonds and typically works by appointment.
Create jewelry that will be worn, remembered, and passed on.
That commitment has defined Avianne & Co. since 1999 and continues to guide every project today.
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.
Every Custom Piece Starts With A Conversation
Whether you are searching for a bespoke engagement ring, a perfect ring, a signature pendant, a custom chain, or a completely original design, the team at Avianne & Co. will guide you through every step of the process, from concept and sourcing to design, craftsmanship, and final delivery; for helpful advice, do your education first as a consumer, research each shop online, come prepared, and plan visits in advance before you buy. Booking ahead can also lead to better service during your consultation.
Before any diamond purchase, request an independent grading report and ask for GIA or IGI certification. Confirm the store's return policy before making a purchase.
Explore our beautiful selection, visit our showroom in New York City's Diamond District, or begin your custom jewelry journey with the team that has been trusted by customers around the world for more than 25 years. Insure your jewelry shortly after purchase for added protection.
Ready to create something unique?
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