For this week’s installment of Essentials, we speak to NYC-based jeweler Greg Yuna. Known as “The Cleanest,” Yüna is recognized for his immaculate modern aesthetic and fine craftsmanship. His custom pieces are some of the most sought-after in the game, and his gÿ label features official collaborations with the likes of Kith and BBC.
Yüna began his career in finance before stepping into the jewelry business after some distant relatives asked him to help out with sales during the holidays. “I saw the potential after seeing different celebs/artists come in to buy jewelry,” said Yüna. In 2017, Yüna moved away from the family business and started his own boutique in New York City’s Diamond District.
Yüna’s creativity and unique style has attracted an elite roster of clientele across music, sports and film including Floyd Mayweather, Drake and Ariana Grande. “There’s always a story behind each custom piece,” said Yüna. “The most recent was the cartoon character necklace we made for J Balvin. He wanted to put together a necklace with all his favorite characters he loved while growing up and also to incorporate his son’s name into the piece.”
In 2019, Yüna served as an advisor for Adam Sandler’s Netflix series Uncut Gems, in which he made a cameo appearance. “It was one of the coolest moments of my life to sit there with Adam Sandler on set and go over my lines with him. A surreal experience,” Yüna commented.
With multiple Essentials items referring to New York, we ask the jewelry artist what the city means to him. “There’s no better place for the hustle. It motivates me and keeps me going, ” he responded. As a close friend to fellow New Yorker Ronnie Fieg, Yüna selects the Nike Air Force 1 Low “NYC” as his footwear staple and wears his own custom New York chain to match.
Additional accessory pieces include three diamond tennis chain necklaces, keys to his Rolls-Royce, a Supreme x Gucci Bee Print Card Case, and two serious timepieces featuring the Rolex Day-Date 36 in 18 CT Yellow Gold with a diamond-set Roman Numeral Turquoise dial, and an iced-out Patek Philippe Nautilus Annual Calendar Moon Phase. To stay fresh, he carries a box of tic-tac, hand sanitizer from Don’t Dap Me Anymore, BYREDO Super Cedar Cologne, and chapstick.
Take a look at Greg Yüna’s product spread above, and stay tuned for more Essentials features in the coming weeks.
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For last week’s Essentials, we spoke to artist Michael Lau ahead of his “MAXX HEADROOM” exhibition.
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