New York—Alex Moss, the celebrity jeweler ranked No. 1 on Complex’s “Top 25 Celebrity Jewelers” list, has officially opened his first flagship store in New York City.
The SoHo flagship, located at 15 Mercer Street, opened Sept. 14—right in the middle of New York Fashion Week. For Moss, the opening was about more than retail. “Opening this flagship is not just about creating a space—it’s about creating a lifestyle,” he said. “It’s about pushing the boundaries of imagination, of design, of culture. This is only the beginning.”
Moss’ reputation precedes him. He’s crafted pieces for Drake, A$AP Rocky, Tyler the Creator, Ayesha Curry, and Justin and Hailey Bieber. His most famous creation remains Drake’s “Previous Engagements” necklace: a Y-shaped 18k white gold jewel set with 42 large diamonds totaling 351.38 carats, representing engagement rings the rapper considered but never gave.
His designs have made it into cultural milestones, including Travis Kelce’s GQ shoot and Bad Bunny’s Variety cover. Moss also served on the advisory committee for Ice Cold: An Exhibition of Hip-Hop Jewelry at the American Museum of Natural History, with several of his works featured—like a bellhop-inspired chain for Tyler the Creator and a Lego pendant for A$AP Rocky.
The flagship opening drew media, influencers, and industry heavyweights. Guests included stylist Bloody Osiris, former Phoenix Suns player Bol Bol, skateboarder Tyshawn Jones, rappers Sheck Wes and Don Toliver, and Christian Combs (Diddy’s son).
The store’s design echoes Moss’ vision: black and deep green tones, geometric showcases, and patterned gray rugs. Collections displayed included “Essence,” built on staples like diamond Cuban link chains, and “Cathedral of Dreams,” which features oversized cross necklaces.
Moss also unveiled his new “Neo” collection, a dystopian-inspired line exploring what jewelry might look like thousands of years into the future. The reception was immediate—most pieces sold out before the doors officially opened.
Expanding beyond jewelry, Moss launched a line of small leather goods, marking a first for the brand. Tequila brand Don Julio 1942 sponsored specialty cocktails for the event.
Moss says the flagship is more than retail—it’s a cultural hub blending music, fashion, and art. The brand hinted at more launches and collaborations before year’s end.
But the bigger question lingers: is Moss redefining jewelry as part of a broader cultural lifestyle—or is jewelry at risk of being overshadowed by the hype of celebrity, nightlife, and fashion crossovers?