A growing trend in 2026 has been the increased popularity of custom jewelry pieces created for celebrities across the entertainment and influencer landscape. Social media regularly showcases elaborate and expensive-looking custom pendants, watches, chains, and rings made specifically for some of the most followed entertainers of today. And while the finished product may get millions of views on social media, become a trending story, and cause many to stop scrolling in awe, few members of the audience understand what actually goes into creating these pieces. The finite details, creative process, and a unique story behind each piece are often even more intricate than the final product itself.
One jeweler who understands the intricate process of creating one-of-a-kind pieces for many social media and entertainment moguls is Miami-based jeweler Alex Arabov, the creative behind the jewelry brand gaining traction on social media, Vobara. From Jake Paul's diamond bullet chain to Winnie Harlow's 8.5-carat engagement ring, Arabov has quietly built a name for himself, creating custom pieces for some of the biggest personalities in entertainment and sports, and also spearheading the creation of custom pieces for the likes of Rick Ross and Tekashi 6ix9ine.
From His Father's Jewelry Office to Building Vobara
While his current projects are all about collaborating with celebrities and going viral on social media, Alex Arabov's first experience in the jewelry industry occurred many years ago when there wasn't such a thing. Growing up in Miami, Arabov spent most of his early childhood around the Seybold Building, a historic landmark in the city's diamond district where his father was working as a jeweler. Sadly, Arabov lost his father at the age of eight, and he didn't have the chance to reconnect with the industry until many years later.
Instead of joining his father's business immediately, Arabov chose to go into filmmaking, earned a bachelor's degree in digital film, and eventually launched his own production company. However, an unexpected opportunity to lease his father's former office in the Seybold Building changed the course of his life. Arabov decided to shut down his production company and start working in the jewelry industry, opening up his own company called Vobara in the office that once belonged to his father. He admits that he always had his father's career on his mind. "Jewelry stayed with me the whole time, though. It was the thing my father left me that I couldn't put down," stated Arabov.
Interestingly enough, his experience in film became a significant advantage for him. Realizing how social media affected luxury goods' marketing, Arabov started creating quality video content featuring the jewelry his company produces. As those videos gained traction, Vobara began attracting attention from entertainers, athletes, and collectors looking for jewelry that was different from what they were accustomed to seeing.
Designing Custom Jewelry for Some of the Biggest Celebrity Names
One of the more coveted pieces created in Vobara's workshop is the diamond bullet chain worn by Jake Paul, which started with an unusual request from the influencer turned professional boxer. According to Arabov, Paul reached out directly and sent him a photograph of a .50-caliber bullet resting against his chest, telling the jeweler to "go crazy" with the design.
“Jake reached out to us directly. He sent one photo of a .50 caliber round sitting on his chest and told us to go crazy. That was the whole brief. From there, it was about translating that reference into a chain that worked as jewelry,” said Arabov. What followed was an entire process of creative design that involved proportions of the bullet-shaped links, diamond placement, weight distribution, and movement of the chain. The main goal was to create a piece that would reflect the personality of Paul and at the same time remain wearable.
Another celebrity who has worked extensively with Arabov is platinum artist and rapper Tekashi 6ix9ine, whose unconventional taste has led to some particularly elaborate creations. Their collaboration began with a first-day-out pendant inspired by the rapper's tattoos, followed by a massive Cuban-link chain featuring diamond-covered Birkin bags. More recently, Vobara designed an interconnected jewelry set consisting of three oversized Cuban bracelets, a three-inch diamond pendant placed across the hand, and eight rings connected across the fingers.
While such jewelry pieces have an eye-catching design, Arabov emphasizes the importance of making sure that all of them are wearable and do not lose their design in the process. “The client's personality is the subject. My responsibility is to bring judgment to the idea. That might mean adjusting the scale, simplifying a detail, or finding a better way to construct it so it holds up as jewelry,” states Arabov.
The Story of Winnie Harlow's 8.5-Carat Engagement Ring
Not every piece coming out of Vobara's workshop is designed to be extravagant or attract attention online. Some carry a much more personal significance, including the engagement ring NBA player Kyle Kuzma commissioned for model Winnie Harlow. The ring includes a 7-carat oval center diamond complemented by pear-shaped side stones, bringing its total diamond weight to 8.5 carats.
For Arabov, creating an engagement ring is a completely different process from designing a massive diamond chain or a pendant. Instead of centering on making something bold visually, the process centers on understanding the person wearing it and developing something that will remain meaningful for years to come. Arabov has described Harlow's ring as one of his most memorable projects, due to the personal significance behind the commission. “To me, the success of a commission like this is a ring that feels right for the woman wearing it and that she can enjoy for years,” explains Arabov.
Rick Ross and the $3 Million Jacob & Co. Watch
Another interesting chapter in Alex Arabov's career involves his relationship with rapper Rick Ross and a rare Jacob & Co. Billionaire watch worth approximately $3 million.
Arabov's work with Rick Ross has included creating several custom jewelry pieces for the rapper, whose collection has received attention across the entertainment and jewelry industries. Ross is also famously known for his appreciation for luxury timepieces, including watches from Jacob & Co.
The experience offered Arabov an important lesson about the world of high-end jewelry and watches, where purchasing power alone doesn't always guarantee access to the rarest pieces. Sometimes, knowing the right people and building trusted relationships can be just as important. “Every one is spoken for before most people know it exists. Getting one isn't about having the money. It's about who picks up the phone when you call,” explains Arabov.
The Art Behind One-of-a-Kind Jewelry
Although a finished piece often receives the most attention, Arabov believes much of the artistry happens long before the jewelry is ever seen by the public. At Vobara, a custom commission usually starts with a discussion about the client's concept and continues with drawing, rendering, and decisions regarding gems, materials, and manufacturing.
From there, the team works through the finer details that can make or break a design, including how a chain moves, how securely diamonds are set, and whether the finished piece feels comfortable when worn. These details may seem minor compared to the overall appearance, but they're essential when creating jewelry intended to last. While Vobara is known for its work with celebrities, Arabov emphasizes that the same amount of attention is given to regular clients who come for engagement rings and other custom-made pieces.
Clients can be involved in the design process, review three-dimensional models, and make adjustments before their jewelry enters production. This approach reflects a larger shift in the luxury jewelry industry, where consumers are increasingly interested in owning something personal rather than simply purchasing an expensive accessory.
What Lies Ahead for Alex Arabov and Vobara?
As Vobara continues to grow, Alex Arabov has his sights set on expanding the company beyond individual custom commissions, with plans to introduce new jewelry collections and eventually establish a flagship location. While the brand's celebrity relationships have certainly helped bring attention to its work, Arabov remains focused on the relationships and personal stories behind each commission. Looking back, it's an interesting journey for someone who originally pursued a career in filmmaking before finding his way back to the same Miami jewelry office where his father once worked.
Today, his creations can be seen on well-known personalities in entertainment, often reaching millions of viewers through social media. And while the one-of-a-kind chains, rare watches, and elaborate diamond rings may be what initially capture the public's attention, the story behind Vobara is ultimately one of creativity, craftsmanship, and a family connection to the jewelry industry that has come full circle.
