You may not have heard of Shafiq Ali, but I’m sure you’ve seen his work. He’s more commonly known as @sunythejeweler on Instagram, and he has completely changed the jewelry game. He’s pushed the limits to what is imaginable to create with diamonds and has partnered with some of the biggest celebrities to create iconic pieces. He was the mastermind behind YouTube’s Logan Paul’s diamond case for his GS 10 Pristine, golden first edition Charizard card and Kansas City Chiefs’ running back Darrel Williams custom Super Bowl LIV champion chain. He has also partnered with NBA All Star Trae Young, NFL Pro Bowlers Chase Young and Jonathan Taylor, and Atlanta rapper Lil Baby.
Suny started to gain attraction while working with the Atlanta Falcons. His work became noticed throughout the league quickly. From there, the demand within the NFL for his high-quality diamond custom pieces and jewelry began to pile in orders. Suny now works with all 32 teams in the NFL. He even assists players needing fast, next day shipping.
Being a celebrity jeweler may seem all glamorous and captivating, but it doesn’t come without its obstacles. The diamond industry is filled with individuals trying to make a quick buck with cheap chemical vapor deposition (CVD) stones and those who work with celebrities are often simply chasing clout. However, for Ali, this isn’t the case. His drive comes from pushing his craft with every memorable piece and creating lifelong connections with his clientele. He owns a diamond factory in India and works alongside over 120 of the best diamond setters. This ensures his materials are pure and ethically sourced and all the small details for every piece is looked after.
Ali maintains his brand among his celebrity clientele as the honest and reliable jeweler by staying grounded and focused on how he can give back. He lives by the words of his grandmother: “You can’t take anything with you when you leave this world”. Ali credits his grandmother with teaching him to stay away from greed motivated actions. Besides the craft and his honest relationship, Ali is focused on giving back. His diamond factory has already employed over 120 people in India, and he hopes to further his support to underdeveloped countries. He hopes to build schools and create opportunities for children who may have never been able to receive an education otherwise.
Check out Shafiq Ali’s Instagram and stay connected with @sunythejeweler to follow the celebrity world’s favorite jeweler.