I think in my genre of the jewelry business,
which is very interconnected with hip hop,
artists use jewelry to express their individuality,
instead of having a piece of art hanging on the wall,
they prefer to have it around their neck.
What’s up GQ?
This is Wafi from Jewelry Unlimited,
and you’re watching On the Rocks.
I started working in my dad’s little kiosk when I was 12.
Our average ticket item was $50,
so it was really from the bottom up.
In 2008, I started my own company,
and today is where we are.
We have always operated as a family-run business,
where our customers feel like family.
I enjoy selling jewelry face-to-face,
I enjoy having relationships with clients.
Wafi responsible for at least ’bout 4 or $500,000
worth of the jury that I got.
Shout out to Wafi, Jewelry Unlimited.
I got this from Wafi.
These two was made by Wafi.
Wafi if you watching this,
you owe me a percentage at your [beep] don’t forget.
Don’t think I forgot.
This QC piece was made for Lil Baby.
Pee, who’s the owner of QC,
wanted to do something special for him last year.
It has the QC logo
but it also say can’t be [beep] with.
Pee liked it so much,
he’s like make me one too.
He’s all Emerald cuts in the back, invisible set,
The QC is raised with like big stones pointers on the top.
The Cuban was also made to match this
where it alternates emeralds and round cutdown diamonds.
It costs Pee close to 200,000 a piece.
Sourcing of diamonds,
it comes down to purchasing power.
If there’s a jeweler that doesn’t make that many pieces,
they would buy diamonds just for that particular piece.
If there’s one who is capable
of purchasing larger quantities and holding in stock
get a little bit better pricing,
and then there are jewelers that are buying straight
from mines and cutting out the entire wholesale market,
they get the best prices
and they buy the largest quantities,
and I’m proud to say that
I’m dealing directly with the mines.
So this is Drummer Gang logo.
This was made for rapper out of LA,
his name’s Greedo.
He’s currently incarcerated.
This whole conversation and this vision
was communicated directly by a phone
while he’s in a jail cell.
He wanted to make this, we did
wired us the money and here it is.
And it’s just waiting for him to get out
and being able to enjoy it.
It’s his logo.
It’s got multicolor diamonds
with this infinity link with emeralds in the little pockets
wherever we could set ’em, all hand set, very heavy.
So something like this would take 25 to 30 different parts.
So this hand is one piece.
This glove is a piece.
The drumstick is a different piece
’cause you can’t make this out of a single casting.
It’s heavy, I need to put it down.
This one actually Young Thug placed the order
to make it for his friend.
I showed it to him and he loved it so much,
he ended up buying a different gift for his friend
and saying, you know what?
Just customize it for me.
So we further customized it
where we added a second S on top.
I think we are malleable
in the way that we can cater to the clients.
So if there was something new
that a client would bring to me,
I would be very capable of presenting it to them
The idea might sound crazy from the beginning,
but I mean, we’ve put full on circuit boards
in pieces of jewelry where like
a fully functional traffic light
or a fully functional Rubik’s Cube.
Everything is crazy until it’s not.
This is another piece for Lil Baby.
Again, CBFW can’t be [beep] with.
This one, he wanted to incorporate large stones.
And this is pretty much the largest pointers
you can put on a pendant like this.
These are 70 pointers,
meaning each stone is 0.70 carrot
and sourcing these 43,
I think 43 big stones in year matching quality,
it’s a task.
So this is Polo G’s 1300,
and then it has these street signs that
intersect on the pale.
He wanted the burgundy diamonds on top, three-dimensional.
This is a big piece, this almost six inches.
So this was I think when his first album came out
he wanted his album cover in the face of the watch,
which was, I’ve never seen that before,
and this is a Patek Philippe
which was a lot less money back then,
but now it’s a lot more.
But this is also Polo G’s.
This is his label.
ODA, Only Dreamers Achieve.
This is done in Emerald cuts
along with round cuts around it
which round is just your basic round railing cut.
These are the other cut, which is baguettes.
Baguettes tend to be skinnier longer stones.
Emerald cuts are shorter, wider
but they take up less surface area,
and therefore not only does it cost more per carrot
but it also, you end up using more carrots to make jewelry.
This is a piece for somebody from the FBG camp.
FBG is Future’s label.
We made him one
and now I’ve made like maybe two dozen
of these in different sizes that are for his crew.
I made one like this for ESTG.
However, this is for one of his partners.
The partner wanted it to be able to spin.
Yeah, this one is about 60,000,
maybe like 80 carrots of diamonds.
This one was made for QC artist Bankroll Freddie.
He’s from Arkansas, and he loves his state,
and here’s another one,
both of them for Bankroll Freddie.
This particular one was 60,000.
Again incorporating emeralds
everything is casted in its entirety
and the diamonds are all handset VVS
so it gets expensive.
This one was 35,000.
These two were made for Gervonta Davis.
This is his company GTD
and this was a piece he had me make earlier,
I’m not sure why.
The pent alone was 45,000.
This one, the pent alone was 25,000.
So the WolfPack piece was,
I made about three years ago,
it’s for the owner of WolfPackGlobal
which is the label that signed Lil Baby.
It was also all virgins,
had heavy heavy piece with these gold accents,
about 75,000 for the pendant.
The Cuban was not included, but that was about a 50 more.
So this pendant I made for one of our good friends,
he’s a local entrepreneur, his name’s Vick.
Pendant includes larger pointers on the bezel,
Emerald cuts in the back,
that’s his logo in the middle,
held up by this beautiful baguette tennis chain
that graduates from the smaller to larger size
and the larger size really gets large.
It’s about 12 millimeters in the middle.
Very expensive stones
when you get into those sizes.
Yeah, it’s one of the prettiest pieces.
Watches is actually the reason I got in the business.
I have a special affinity liking towards watches.
These are few of the brands we carry.
Rolex, Richard Mille, Audemars Piguet,
Patek Philippe or dominant brands today.
Patek Philippe is my favorite brand.
I mean, I’ve wanted one since I was making 5.50 an hour.
And I was able to buy one
in 2008 which was probably the best purchase I’ve ever made.
It was a $25,000 watch,
which is now worth 250,000.
Something very interesting is going on in the watch market
which is our economy is seeing hyperinflation.
So the inflation on luxury products are through the roof.
For example, this watch right here
pre pandemic 120,000,
today 300,000 is great deal.
There’s not many investments one can make
that they can enjoy wear own while making money.
And it goes across the board
even diamond pieces like these
this watch itself.
This is a Patek Philippe 5726
which is a moon phase, larger case size.
This used to be selling for approximately 90,000,
today 200,000 is a good deal.
Supply again is so limited,
but anybody who comes in to sell me a watch
is not leaving with that watch because I’m buying it.
I attend these watch shows,
I have my reputed dealers that I’ve been working for years,
sourcing them for the right price is the challenge.
I mean, technically as a jeweler,
I need to purchase the watch plain
and then add the diamonds to it.
Now there’s on only a few models I can say
that today costs less than plain,
and here’s an example.
Like this model right here is a Patek Philippe 5980.
This watch is probably the only watch that would sell
a little bit less than the plane version would
because of the lack of production of this watch
because they’re so hard to find
and the demand has skyrocketed.
Same with these skeletons.
The watch actually today
the plane watch has outperformed the iced out watch.
I enjoyed dressing it up
when I say dressing it up,
I mean, icing it out.
That in itself is an art,
because you get to manipulate the diamond setting
and do things that have been done before.
These two are the exact same watch
but this one has been iced out
with significantly larger stones.
There’s about 60 different sizes of stones
that go into creating one of these.
This is our big stone setting.
This is literally exclusive just to us.
This is something that is honeycomb flower set
one of the best settings available in the market,
but this is just something with that extra pizzazz
where you were able to manipulate 20 more carrots
of diamonds into the same surface area.
That’s something that we did last year
that’s been very very popular and for good reason.
These are just our Presidential.
So Rolex makes many different models,
Presidential being one of the best investment pieces.
There are solid gold.
There’s rose gold, white gold, yellow gold
and there’s a platinum right here.
This is your classic.
I think a lot of people associate a Rolex
with a solid gold Rolex with this type of bracelet
which is the Presidential bracelet.
I think this 40th anniversary Presidential
which comes with a green face
that again has skyrocketed in value,
today trading at like 95 to 100,000
when beginning of the pandemic,
I remember selling some for 28, 20, 32,
and now does 100 and that’s triple.
People have understood that and it has made more money
than the stock up market recently.
This is a special piece.
This is our RM 1103 Red Quartz.
It is one of the lightest time pieces for its size.
The entire case is fabricated out of red quarts.
I think the retail on this might be around 200,000
but trading it around half a million.
Here’s a, a little bit older model.
It’s a 1101.
This one, the case is made in rows and titanium.
Now trading at about 300,000.
This one is 1102
that came out after the 1101 before the 1103,
probably around 275,
and this is a limited Mancini.
I think he’s a race car driver
that they made in collaboration with titanium
And this is a small small sample of the pieces we’ve made.
We as a company like to push the envelope
and try new things.
The biggest pieces and the craziest pieces
that I have in mind are the ones I’m working on today.
Thank you GQ for stopping by my shop.
Hopefully we can do another episode
in our new shop that opens up this year.