CHRIS AIRE

KNOWN AS THE “KING OF BLING”, THE INNOVATIVE CREATOR OF TIMELESS, TRENDSETTING LUXURY WATCHES AND JEWELERY NOT ONLY ADORNS THE MUSIC AND FILM INDUSTRY’S A-LISTAND NBA’S MOST NOTABLE STARS.

Fine jewelery and timepiece creator Chris Aire rocked the Grammys 2023 with his eponymous brand.

LL Cool J lit up the prestigious awards wearing a cool $9.5m-worth of the revolutionary celebrity jeweler ’s stunning diamond jewelry, while Shaggy showcased over $500k-worth.

Known as the “King of Bling”, the innovative creator of timeless, trendsetting luxury watches and jewelery not only adorns the music and film industry’s A-list (Angelina Jolie, Clint Eastwood and Dr. Dre. among them) but also the NBA’s most notable stars.

From signature dog-tag pendants and impeccably-crafted watches, to unique socially-responsible bespoke diamond ring commissions and his legendary RED GOLD® collection, Chris also made history as the first jeweler to stage a runway show of his jewelry at New York Fashion Week in 2004, when supermodel Naomi Campbell walked in a diamond halter, followed by May Andersen donning a $41m-bejeweled dress two years on.

Celebrity journalist Angela Sara West @angela_sara_west chats with Chris about the famous fans of his brand, success secrets, his legendary Red

Gold® collectionand how his pioneering prestigious pieces have changed the trajectory of the watch and jewelry industry.

African-born Aire moved to the US as a teen and attended college in California, working at a restaurant and sleeping in his rusty old BMW before setting up shop at various L.A. hotspots to find his “dream clientele”. His innovative and dramatic timepieces, like his jewelry collections, are now highly revered among tastemakers, watch and luxury jewelry aficionados worldwide…

Hi Chris! How would you describe your beautiful brand?

We are a unique luxury brand which helps people express themselves in their most unique ways. We provide exceptional personalized offline-and-online shopping experiences to discerning customers worldwideand elicit their loyalty through unique content, elevated curation, exclusive offersand exemplary service.

You have a fascinating ‘rags-to-riches’ story… How did it feel to realize your dream on launching your eponymous brand?

Humbling. I know it’s all by Grace. I never take it for granted, which is why I keep working and challenging myself six days a week to better myself than I was the previous day.

Who/what influences your work?

The Divine influences me through art, music, culture, dreams, imagination, natureand our clients. I spent most of my formative years in Africa, so the culture is ingrained in me. I learned invaluable lessons about who I am and my relationship with the world. It exposed me to natural beauty, incredible art, musicand discipline. These lessons inspire everything I do.

The secret to your phenomenal success?

Grace. The ability to see things before their physical manifestation. I see the world uniquely from Chris Aire’s perspective and embrace things many people miss or take for granted. All our pieces embody this uniqueness. They are created meticulously with attention to detail in a magnificent way. This energy resonates with our clients, coupled with our business motto, “CAF” (customers are family). We treat them with the utmost care and respect, which keeps them returning.

How have your innovative ideas and creations influenced the jewelry and timepiece industry?

In a significant way. Over-sized watches and jewelry, aka “Bling,” were at one point taboo, but today are mainstream and have generated billions of dollars in additional revenue for the entire industry. Our Red Gold® brand was a gamechanger for branding in the watch and jewelry industry. We’ve influenced how some older brands approach brandingand subsequently increased the world’s rose gold and pink gold sales.

You boast countless celebrity fans and just recently, LL Cool J wore 390 carats of your ‘clear-as-water’ diamond jewelry to the Grammys…

Yesand Shaggy wore over $500k worth of diamond jewelry to the Grammys from the Red Gold® brand, too. Other famous fans include Dr. Dre, LeBron James, Dwyane Wade, Angelina Jolie, Regina King, Ellen Degeneres and Client Eastwood.

Your big break came when legendary NBA Hall of Famer Gary Payton ordered platinum basketball pendants, charmsand bracelets for his crew, seeing you become THE go-to jeweler… A few of your personal favorite pieces?

I have so many… I love everything we create for different reasons. My favorite pieces right now include the NBA 75 Greatest Players rings. It allowed us to create something for some of the greatest athletes to ever play basketball in the NBA’s history. They carry a lot of meaning… full details are encapsulated in the design of the rings. Each was inscribed with all 76 names, including customizing each with the personal information of each player.

Shaggy’s custom-commissioned ring, which we delivered to him right before the Grammys, depicts a slice of his incredible story. Also, the Floral Fantasy $40m diamond dress we made entirely in 18-karat amber hue gold and diamonds from our Red Gold® brand, the $10m diamond halter wholly made in platinum, 18-karat amber hue gold and diamonds from our Red Gold® brand. It was the first time an entire dress had ever been made of precious metal and diamonds. And the Don ring we recently created for DL Hughley, which is simple and elegant.

You’re big on sustainability, inclusion and diversity, as well as social responsibilityand actively support African non-profit organizations and help

communities in your homeland to empower the underprivileged to achieve their dreams...

We are all connected to one another and the environment. Some may disagree, but this is a belief I hold dear to my heart. It is evident in everything we do. We are involved in charitable work in Africa in the area of education and provision of clean waterand in the US through our non-profit, the Aire For Life Foundation www.aireforlife.com , which helps communities and empowers people through art.

What can fans expect from your brand-new collection?

We have a beautiful new collection of rings, necklaces, braceletsand watches we are putting the finishing touches on… They will be available on our revamped website soon.

What changes have you witnessed in the jewellery industry recentlyand how do you see it evolving?

One of the most significant changes is the popularity of lab-grown diamonds. Known as CVD and HPHT diamonds, more and more people on a budget are requesting them. We will continue to see increasing demand for them going forward.

Up next for Chris Aire?

We’re expanding our online presence and hope to serve people worldwide through a hybrid approach that includes virtual and live interactions. Covid-19 changed how the world conducts businessand we want to adapt to the changing business environment.

Chris’s top tips for the top engagement ring!

1. Do your research. There’s a common misconception among some consumers that a bigger diamond or gemstone is always better. However, you can have a diamond or a gemstone that is only about a caratand is just as valuable, if not more so, than a five-carat stone of lower quality.

2 . I’m a big fan of quality over quantity, but I also respect those who want things a little bigger but cannot afford the higher price tag, so they opt for the lower or lesser quality. Whatever you prefer, ensure that you get the quality promised by your jeweler or supplier.

3 . If you opt for natural diamonds, ensure they are GIA certified, as GIA-certified diamonds tend to be more accurately graded. Compare the certificate number with the inscription on your diamond girdle to be sure they match up.

4 . If you have time, have your ring custom made. An engagement ring is not something you buy every day, so make it even more special by having it designed into an heirloom piece. Every love story is unique, so why not capture it in one of its most important symbols?

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© Angela Sara West 2023

Insta: @angela_sara_west

Boutique Global Wealth Managament Firm