Draft:Avi Hiaeve

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Avi Hiaeve (born July 12, 1988) is an American entrepreneur and business owner. He is the founder and CEO of the New York-based luxury watch and jewelry brand Avi & Co.

Avi Hiaeve, founder and CEO of Avi & Co.
Avi Hiaeve, founder and CEO of Avi & Co.

Early Life

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Avi Hiaeve was born on July 12, 1988 in the country of Uzbekistan to parents Alexandra and David Hiaeve. There, Avi’s father, David, worked as a watchmaker before the Hiaeve family moved to Israel when Avi was 2 years old. When Avi was 14 years old, in 2002, the family moved again, this time from Israel to New York City[1]. The Hiaeve family settled in the Forest Hills neighborhood in the borough of Queens.

In New York, Hiaeve gained experience in the world of luxury watches and jewelry. From 14 to 15 years old, he worked at Arturo’s Jewelry on Canal Street. At 16, Hiaeve opened his own jewelry business. When Hiaeve was 19, he moved his business to New York City’s Diamond District. His 47th Street has been the home of Avi & Co.’s flagship location since 2009.[2]

In 2025, Hiaeve is in the process of relocating his company’s New York City headquarters from 47th Street to the historic Playboy Club at 59th Street and 5th Avenue, in the heart of the luxurious 5th Avenue shopping district. Hiaeve has stated that he plans to transform the space into a two-level luxury jewelry and watch boutique.[3]

Career

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Avi Hiaeve is the founder and CEO of Avi & Co., which has locations in Manhattan, Miami’s Design District and Aspen, Colorado. Hiaeve’s three stores sell hard-to-find timepieces from brands like Richard Mille, Patek Philippe, Audemars Piguet, and Rolex[4].

The company has attracted many high-profile customers, such as top athletes, celebrities, musicians and others in the sports, business, and entertainment industry. Some of Avi & Co.’s most famous customers include Jamie Foxx[5], Floyd Mayweather[6], Nicky Jam[7], and Bad Bunny[8]. He has also created custom pieces for celebrity clients like Drake, DJ Khaled[9], Rick Ross[10], and the Brooklyn Nets[11]. Hiaeve also sells to jewelers in the wholesale industry.

Avi & Co. Stores

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Hiaeve’s first store was located at 318 Canal Street and later moved to 227 Canal Street. At age 19, Hiaeve moved the store from Canal Street to 47th Street, which became the home of the flagship Avi & Co. boutique. This transitioned his business focus from hip-hop style jewelry to luxury timepieces. Hiaeve introduced a boutique model where clients and sales associates interact in a more personalized environment.

The Avi & Co. store in Miami is situated in the city’s Design District and opened on May 4, 2023[12]. Hiaeve also branched out into Aspen, Colorado with a third Avi & Co. boutique that first launched in June 2024. In March 2025, Hiaeve’s Aspen store celebrated its Grand Opening[13].

Avi & Co. is known for attracting numerous celebrity clients to all three of its current locations. Some of Hiaeve’s celebrity clients include: Tom Brady[14], Dallas Mavericks forward Anthony Davis[15], former professional football player Antonio Brown[16], Puerto Rican rapper Anuel[17], rapper Brooklyn Johnny[18], former professional basketball player and current sports analyst for ESPN Austin Rivers[19], restaurateur David Einhorn[20], rapper and producer DJ Khaled[21], author Grant Cardone[22], Colombian rapier J Balvin[23], Los Angeles Lakers player LeBron James[24], Colombian singer Maluma[25], rapper Meek Mill[26], reality TV star Scott Disick[27], actor Sylvester Stallone[28], and others.

Avi & Co. Watch Lines

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Hiaeve has launched three watch lines since 2023. The first line, the Iced Collection by Avi & Co.[29] launched in May 2023 and features diamond-set watches in a variety of sizes. In August 2025, Hiaeve expanded the Iced Collection with a line of rubber straps called “Color in Motion.”

Hiaeve released his second line, the Frosted Collection, on January 18, 2024. His most recent collection is the HUE Collection, released in July 2024. The Hue Collection includes four different watches: a blue sapphire watch, a red ruby watch, a green tsavorite watch, and a pink sapphire watch. Upon its release, the entire Hue Collection was purchased by American boxing professional Floyd Mayweather, who bought all of the HUE Collection watches for $1 million, as reported by Forbes[30].

Diamonds by Avi & Co.

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In December 2024, Hiaeve launched Diamonds by Avi & Co. This jewelry line includes pieces like a 20-carat engagement ring and a fancy-shaped diamond necklace with a total diamond weight of over 61 carats[31].

Publications

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Avi & Co. Building a Legacy (2025, Rizzoli New York) by Avi Hiaeve[32]

Real Estate

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In 2024, Hiaeve invested in the former Playboy Club building located at the corner of 5th Avenue and 59th Street[33].

Hiaeve will be appearing on the second season of popular reality TV show Owning Manhattan, which is hosted by real estate mogul Ryan Serhant. After its first season, Owning Manhattan was renewed for a second eight-episode arc, which will be released in late 2025[34]. One episode features Hiaeve and Serhant exploring the iconic Playboy Club building and concludes with the pair agreeing to partner together to release the remaining floors that Hiaeve is not dedicating to his luxury retail boutique.

Additionally, Hiaeve collaborated with Floyd Mayweather’s real estate company to purchase a corner property at the intersection of 6th Avenue and 47th Street. Avi Hiaeve and Avi & Co. have also been linked to The Real Deal, a real estate forum centered around Miami[35] and New York City[36]. Serhant Real Estate partnered with Hiave for his company’s Miami and Manhattan The Real Deal events.

Personal life

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Avi Hiaeve shares six children with his wife, Mazal Hiaeve[37]. He is also involved in his local Jewish community. According to an interview, Avi holds regular Shalom Bayit, meetings for young couples seeking council. With the help of experienced couples and a rabbi, Hiaeve donates his time and necessary finances to unite couples in need[38].

  1. ^ Faurote, Adrienne (1 June 2023). "How Avi Hiaeve Of Avi & Co. Built His Brand On Trust And Passion". Haute Living. Haute Living Magazine.
  2. ^ "About Us & Locations - Avi & Co". www.aviandco.com. Avi & Co. Corporation.
  3. ^ Smith, Kevin (1 March 2024). "Former Playboy Club Building sold to Avi & Co. affiliate". New York Business Journal.
  4. ^ Malik, Saqib (27 August 2021). "Avi Hiave's Watch Business Serves Celebrity Clients". The Art Insider.
  5. ^ "Interview with Avi Hiaeve, Founder and Chief Executive Officer, Avi & Co". www.leadersmag.com. LEADERS Magazine.
  6. ^ "Interview with Avi Hiaeve, Founder and Chief Executive Officer, Avi & Co". www.leadersmag.com. LEADERS Magazine.
  7. ^ "Celebrities". www.aviandco.com. Avi & Co.
  8. ^ Ferere, Cassell. "Bad Bunny Taps NYC's Avi & Co. Watches From New Miami Retail Location". Forbes.
  9. ^ "Interview with Avi Hiaeve, Founder and Chief Executive Officer, Avi & Co". www.leadersmag.com. LEADERS Magazine.
  10. ^ Cormack, Rachel (7 June 2025). "The 7 Best Watches of the Week, From Idris Elba's Rolex to Rick Ross's Avi & Co". Robb Report.
  11. ^ "Interview with Avi Hiaeve, Founder and Chief Executive Officer, Avi & Co". www.leadersmag.com. LEADERS Magazine.
  12. ^ "Miami A-list celebrities turn out for Avi & Co. store grand opening in Magic City's Design District". L'Etage Magazine. 4 May 2023.
  13. ^ Sutton, Florence (3 March 2025). "Watch & Jewellery Retailer Avi & Co. Latest Boutique Opens in Aspen". LUXUO.
  14. ^ Botelho, Renan (25 June 2025). "Tom Brady Flexes $850,000 in Diamonds at Fanatic Fest With Avi & Co. Watch and Custom Cuban Chain". WWD via Yahoo News. Yahoo News.
  15. ^ "Celebrities". www.aviandco.com. Avi & Co.
  16. ^ "Celebrities". www.aviandco.com. Avi & Co.
  17. ^ "Celebrities". www.aviandco.com. Avi & Co.
  18. ^ "Instagram". www.instagram.com. Brooklyn Johnny.
  19. ^ "Celebrities". www.aviandco.com. Avi & Co.
  20. ^ Onyski, Petro (5 May 2023). "The Avi & Co. Grand Opening". Exclusive Access.
  21. ^ "TOM BRADY AND DJ KHALED SHINE IN AVI & CO. AT FANATICS FEST". KDHamptons. Les Deux Coquettes, LLC. 25 June 2025.
  22. ^ "Celebrities". www.aviandco.com. Avi & Co.
  23. ^ "Celebrities". www.aviandco.com. Avi & Co.
  24. ^ "Celebrities". www.aviandco.com. Avi & Co.
  25. ^ "Celebrities". www.aviandco.com. Avi & Co.
  26. ^ "Celebrities". www.aviandco.com. Avi & Co.
  27. ^ "Celebrities". www.aviandco.com. Avi & Co.
  28. ^ "Celebrities". www.aviandco.com. Avi & Co.
  29. ^ Ferere, Cassell. "Bad Bunny Taps NYC's Avi & Co. Watches From New Miami Retail Location". Forbes.
  30. ^ Naas, Roberta. "Floyd Mayweather Buys $1 Million Avi & Co. Hue Watch Set". Forbes.
  31. ^ Bradley, Luke (12 December 2024). "Avi & Co launches new fancy-shaped diamond collectio". Professional Jeweler. Professional Jeweler USA.
  32. ^ "Avi & Co.: A Legacy of Iconic Timepieces and Jewelry". Rizzoli New York.
  33. ^ Corder, Rob (12 March 2024). "Avi & Co. buys home of former Playboy Club in New York City". WatchPro. WatchPro USA.
  34. ^ Tinoco, Armando (27 August 2024). "'Owning Manhattan' Renewed For Second Season At Netflix". Deadline.
  35. ^ "Miami Real Estate Forum". The Real Deal.
  36. ^ "New York City Real Estate Forum". The Real Deal.
  37. ^ "Interview with Avi Hiaeve, Founder and Chief Executive Officer, Avi & Co". www.leadersmag.com. LEADERS Magazine.
  38. ^ "An Exclusive Interview with Avi Hiaeve". www.aviandco.com. Avi & Co.