Atlanta jeweler makes custom-made bling for stars like T-Pain

Diamond-covered AK-47 pendants. Black diamond loops. Glowing Rolex watches. And a TikTok following that is bigger than Fenty Magnificence, Louis Vuitton and Gucci mixed.

• Meet Icebox, the Buckhead jeweler to hip-hop superstars, athletes and celebrities elevating Atlanta’s profile and respiration new life into the jewellery business.

Why it issues: In little greater than a decade, the Jooma brothers — Mo, Rafi and Zahir — have constructed a booming model. They’ve tapped Atlanta’s standing because the capital of hip-hop, attracted a bold-named clientele that features T-Ache, Grady Jarrett and Wiz Khalifa and used the facility of social media to point out off their custom-made bling.

Particulars: Show gadgets vary from a 14k yellow-gold pendant of Africa that weighs 300 grams — and prices round $102,000 — to glittering charms.

• However the large money-makers are {custom} items like Main League Baseball All-Star Juan Soto’s hand-set diamond pendant immortalizing his Soto Shuffle.
• Zahir handles the designs, Mo leads showroom administration and shopper relations, and Rafi oversees accounting, HR and the corporate’s growth.

Catch up fast: Within the early Seventies, the brothers’ mother and father immigrated to the U.S. from Pakistan. A desk promoting Native American jewellery at flea markets in Florida grew into 5 shops throughout Texas and within the early 2000s, the household opened a retailer in Duluth.

• The Jooma brothers cast bonds with Money Cash Information and DJ Greg Road, who unfold the phrase in regards to the small store on the decrease degree of a strip mall simply down the road from Lenox Mall.

Of word: Shot by the corporate’s eight-member in-house social media crew, movies of VIPs’ buying sprees reached 1.7 million subscribers on YouTube and an astonishing 7 million followers on TikTok. That is 15 occasions the dimensions of Cartier’s and one of many largest reaches on the platform for a model.

What’s subsequent: This previous weekend, the Jooma brothers traveled to New York to open Icebox’s first location outdoors of Atlanta. A Miami location opens in October.

• Even greater, nonetheless, is flattening partitions on the Buckhead flagship — to increase the shop and headquarters right into a 25,000-square foot advanced roughly 20 occasions the present dimension.

“Atlanta modified our lives,” Rafi Jooma advised Axios Atlanta. “With out Atlanta we by no means would have been in a position to take this retailer everywhere in the world. Regardless of the place this enterprise takes us our headquarters will at all times be right here. That is the place all of the inventive juices are flowing.”