In an industry where reputation is key, clout and social media appearances can help jewellery retailers connect quickly with customers, but often, in the case of Vladdy’s Diamonds, it can go beyond that. With an instagram page boasting bespoke, diamond encrusted watches gracing the wrists of celebrities, New York retailer Vladdy’s Diamonds is offering a glimpse into the way customers are connecting with their jewellery – and we’re all for it.
Having immigrated to Brooklyn, New York when he was 8 years from small Town in Russia, Vladdy Aminov’s foray into jewellery began at 17. With only 36 high school credits to his name and running between two jobs, the budding entrepreneur dropped it all after a taste of the Jewellery game. By the time he reached 21 years of age, he was running his own multi million dollar business – Vladdy’s Diamonds.
With a focus on high grade, high quality jewellery, diamonds & high end watches, Vladdy’s quickly become renowned for his customised pieces – creating bold necklaces and flipping old, timeless watches into glinting masterpieces. In a post to his instagram, Vladdy showcases a transformed Cartier Santos with 3200 vs1 diamonds set around the face and band. It becomes immediately apparent that his work is a statement in not only luxury and beauty, but in workmanship.
With customers from Cardi B to French Montana, business is booming, and in-between posting his unique, highly customised work to his socials, Vladdy offers his audiences a glimpse into what it’s really like to run a jewellery business. With regular appearances from actor/musician Fatboy, Vladdy shares reactions of his clients to new pieces, creates skits showcasing the quirks of offering high value products, and creates the feeling that his business, Vladdy’s Diamonds, is about more than just jewellery, but about lifestyle.
His advice to anyone wanting to start a business is to treat it like a baby. “ You need to nurture, feed and be there. With time it will mature. Keep track of finances, monitor trends & marketing is a must.”
Jeweller’s like Vladdy’s Diamonds account for the majority of the Jewellers in the US. A family-orientated mentality and focus on workmanship enables businesses like his to constantly challenge larger manufacturers like Tiffany & Co and Cartier for market share.
With plans on expanding his flagship location in New York and moving into other states, we’re excited to see what Vladdy does next.
Keep up to date with Vladdy and his business via their socials @vladdysdiamonds.