Someone once said you're never fully dressed without jewellery.
Sparkly things have become an essential part of everyone's wardrobe. And it’s not just about looks; jewellery has become a style statement.
With this shift in demand, many designers are storming the market with unique concepts.
Al the Jeweler is one of them - and he’s fast becoming a celebrity favorite.
Originally known as Elber Bekdas, Al dropped out of business school to follow his passion.
His family has run Labelle Jewelry, a successful jewellery business, since 1992.
It was during his college days that Al realised his dreams would not be fulfilled through education alone.
He had a passion for jewellery design since childhood, but never had the chance for professional training.
Al dropped out of business school to join his family business, inspired by how his father and brother were handling the business and the long list of loyal clients they’d gained over the years.
He knew his first step was to earn some clients, and only then would he be able to truly showcase his skills to the world.
Al started sending hundreds of messages every day to celebrities on social media.
Some days he would get one response. On others, no response at all.
This phase was extremely difficult for Al - but he never lost hope.
He'd develop good relationships with people who replied to him, and eventually convert them to clients.
Slowly his work gained recognition and as word started to spread, demand rose.
Al is now a sought-after jewellery designer with a long list of loyal clients.
Among all the designs he has created so far, the Starbucks piece for Stefon Diggs is his favourite. Al believes that piece showcases his best creativity.
Al is known for his attention to detail. He never compromises with his designs. If he is not content with something, he starts over to ensure he delivers his best.
Al believes every piece he creates bears his recognition as an artist, so it has to be perfect in every way. All his pieces are created entirely in-house to make every one of his diamond pieces available at the most competitive price.
What’s next? AI wants to continue his jewellery journey for years to come, expanding his client base from athletes to the music industry.
Going by his progress so far, it’s only a matter of time until Al The Jeweler will be known as a celebrity designer in the space, with his brand becoming a household name.
You can find Al the Jeweler on Instagram.
