30-year-old Beny Nisanov, otherwise known as Benny The Jeweler, has had his insane custom jewelry pieces take over a good portion of the hip hop fashion scene. From gold chains, to pendants, to watches and beyond, several A-list artists have been found proudly repping Benny-made ice.

A little background on Benny: he’s a New York City-based jeweler who has learned everything he knows from his father. Senior Nisanov happened to work over 20 years in the business prior to retiring and handing the business over to his son. Although Benny has been working the jewelry scene for eight years, he officially opened a shop within the city’s Diamond District five years ago. Since then, the celebrity jeweler has built up a significantly established clientele and has sold pieces to artists such as Diddy, Pop Smoke, Mary J. Blige, and French Montana.

Benny is best known for creating outrageously blinged out, flashy custom pieces for his VIP clients. Just a few months ago, the jeweler created a $100,000 diamond pendant specifically made for rapper and songwriter, Lil Tjay. In addition to his other purchased pieces, the whole transaction ended up being in the ballpark of $250,000. Another client that splurged around the same amount in the last year happened to be singer and songwriter Mary J. Blige. The most expensive piece he’s ever sold, however, went for around a quarter million dollars, but the client’s identity remains undisclosed.

The top-notch quality of his pieces has earned the jeweler the trust of many big names in the entertainment industry, along with quite the respected reputation. Diddy, for example, is known not to trust just anyone with the creation of his diamond-encrusted pieces. While he also shops at high-end luxury jewelry houses such as Chopard, he has remained a loyal client of Benny’s self-made shop. In fact, he’s even gotten other members of the Combs family to become repeat customers of the smaller-scaled jeweler.

All pieces are created in-house, and the diamonds are hand-placed by Benny himself. Most of his custom pieces consist of pendants, but the jeweler also offers a wide range of diamond-filled watches, chains, rings, and bracelets.

Although he’s considered the new kid on the block, Nisanov is making big moves in the entertainment industry with his statement pieces. He shared that his next project consists of four custom pieces for French Montana. He’s also shared that he hopes to potentially branch out his jewelry shop, though he remains undecided in regards to the exact location. Fortunately, however, he’s got plenty of time. It’s a good thing diamonds never go out of style. You can catch Benny on Instagram @Bennydajeweler or his website www.jewelsbybenny.com