Tue Sep 10 17:00:06 UTC 2024: ## New York City Jeweler Greg Yuna Talks Watches, Gem-Setting, and the Diamond District Hustle
**New York City** – Greg Yuna, a native New Yorker and prominent figure in the city’s jewelry and watch scene, has opened a new brick-and-mortar store in SoHo. Known for his eye-catching jewelry designs and celebrity clientele, Yuna’s new store showcases his passion for both watches and the craft of gem-setting.
Yuna, who started his career selling watches and jewelry in the Diamond District, has a unique perspective on the industry. He believes in the beauty of customization and doesn’t shy away from aftermarket modifications, even those considered controversial by purists. He emphasizes the artistry of gem-setting, highlighting the meticulous work involved in creating pieces like a flower-set Patek Philippe Nautilus or a rose-gold, frosted Avi & Co. watch.
When it comes to his own collection, Yuna is drawn to the classic ’80s style, particularly stone dials, and he considers his yellow gold Day-Date with lapis dial a tribute to the late rapper Biggie Smalls. However, he believes there are limits to customization, stating that “You don’t touch a collectible.” His prized Tiffany-stamped 5980 remains untouched, a testament to his respect for vintage pieces.
Yuna’s story is a testament to the hustle and creativity of the Diamond District, and his new store in SoHo promises to be a destination for those seeking unique and expertly crafted timepieces.
First Piper 