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Born and raised in New York by Russian parents, Benny Nisanov is arguably the best high-end custom jeweler in the city. As he is popularly known in the industry, Benny da Jeweler runs a jewelry store in the Diamond District. He is widely recognized for his stunning and unique high-end custom jewelry that have celebrities camping at his store.

Benny learned everything about the jewelry world from his father, who was in the business for over two decades. He took over the business upon his fathers' retirement and has scaled the business and the entire high-end jewelry to new heights. He has been in the industry for a few years now but has already built a name in the industry with his magical, stunning pieces.

Although he has been in the business for close to eight years, he came into the limelight in 2016 after selling four high-end custom pieces to rapper Casanova. The rapper was amazed by the works and spread the word to his friends, who flocked Benny's store with all types of orders for high-end custom jewelry. He has worked with some big names in the US entertainment scene, such as Diddy, Lil Tjay, Mary J. Blige, Pop Smoke, and French Montana.

Benny is among the coolest and professional jewelers you will ever meet. His work ethic is admirable, and his number one priority is to satisfy his client's needs before anything else. Working with Benny is intriguing and satisfying. You will have to first establish contact with him and describe your design idea. What's unique with his work approach is that he will immediately sketch and alter samples to match your order. A wooden sample of the final product will then be carved, giving you that essential three-dimensional view.

Remember, it's a high-end piece that requires expertise, and that's what Benny works to achieve. You still have the final say whether to proceed or redesign it all under his professional guidance.

His turnover timelines vary, with the bigger pieces taking him three to four weeks and the small pieces a maximum of two weeks. The quality of his work is visible on the stunning pieces, and the amount of money celebrities and other high-profile personalities are willing to invest is mind-boggling. Mary J. Blige recently acquired pieces that had a cumulative price tag of $250K. He also closed a custom pendant transaction with Lil Tjay that cost $100K. Benny is also working on four pieces for French Montana - the value is yet to be determined.

Music executive producer, Diddy is also among Benny's most loyal clients. Diddy is well-known for not trusting anyone easily and by trusting Benny shows you how good the jeweler is. Most of Diddy's friends and family members have become Benny's repeat clients. Getting to design a piece for Diddy's mother and witnessing it being presented on her birthday was a major highlight of Benny's career.

Pop Smoke, before his passing, was thrilled with Benny's talent and often displayed his works. Benny da jeweler is constantly improving his craft and intends to open a new branch for his store.

He regularly shares some of his works on Instagram, or @bennydajewel where you can also get in touch with him.