Diamonds may be a woman’s best friend, but modern statement jewelry is focused on getting the attention of young males. Heavy metal chains, glittery watches, and exquisite bracelets are seeing a surge in market share, thanks to companies like the New-York-based El Russo and Co. The following are excerpts from an exclusive interview with its enterprising Founder Solomon Ibragimov.
Q. Mr. Ibragimov, can you tell us what got you interested in the jewelry business?
A. I was 15 years old when my father introduced me to the jewelry business. I had never seen such glitter in my life. The shine was ethereal, and I was immediately hooked. I just knew it was something I had to do. The knowledge related to the stones, the craftsmanship, the labor of love—all of these were enough to get me started and bring me where I am today.
Q. Apart from the things you’ve mentioned, what else do you enjoy about your work?
A. I like the fact that it keeps me busy. It leaves little time for other things. But if there’s another aspect of my business that I absolutely adore, it’s the fact that I get to meet so many interesting and creative people from around the world. And now, thanks to social media, I can stay in touch with our regular clients and interact with potential customers as well.
Q. Can you tell us something about your plans for the future?
A. At El Russo & Co, we are always looking for ways to keep our customers interested in our products. For now, we’re working on our digital presence to keep the business running at full speed in a post-pandemic climate. But as always, customer satisfaction and superior craftsmanship are our priorities.
The future looks bright for Solomon Ibragimov and El Rosso & Co as they gear to face the changing world of businesses in the new normal, and we wish them all the best.