Greg Yuna: The Maverick Jeweler Redefining Luxury with New York Grit and Style

Greg Yuna, better known as “Mr. Flawless,” has risen to become one of New York City’s most celebrated jewelers, with a style and personality as bold as his designs. Known for blending high fashion with urban edge, Greg has created a unique space in the luxury jewelry market, appealing to celebrities, athletes, and style influencers who seek one-of-a-kind pieces that stand out. His journey is a story of grit, creativity, and a commitment to making jewelry as much a statement piece as it is a work of art.

Greg’s path to the jewelry world wasn’t conventional. Born and raised in Queens, New York, he grew up in a diverse community, which shaped his aesthetic and hustle. After starting out in his family’s business in 2007, he initially found himself uninterested in the jewelry world. “I hated it,” Greg recalls. “I didn’t know anything about jewelry or watches, except maybe Rolexes.” But everything changed when he started meeting big names in the industry. His first brush with fame came when 50 Cent walked into the store, and soon after, artists like Fabolous and Lil’ Kim followed. These encounters with celebrities sparked a fire in him, turning a job he once disliked into a passion. He began to see the power of jewelry as an art form and an expression of status and identity.

It wasn’t just celebrity clients that made Greg stand out, but his fearless approach to marketing. He became known for his impromptu photoshoots on 6th Avenue, where he would bring out furniture like couches to create street-style sets in the middle of bustling New York traffic. Greg and his team would use red lights to set up these shoots, capturing authentic, in-the-moment shots with cabs and pedestrians adding to the scene’s energy. These guerrilla marketing tactics caught people’s attention, blending the worlds of fine jewelry and street culture in a way that felt both accessible and high-end. “It was all about capturing the raw energy of New York,” Greg explains.

Over time, Greg built a loyal team and an extensive network, which he values deeply. His friends and colleagues are more like family, a tight-knit group that supports each other through thick and thin. Reflecting on his friendship with BMX star Nigel Sylvester, Greg emphasizes the importance of camaraderie and teamwork. “My team is everything,” he says. “Nigel’s pocket is my pocket, and my pocket is his.” This dedication to unity and loyalty runs through everything Greg does, from his relationships with clients to his commitment to producing pieces with impeccable quality.

Greg’s work is distinguished by his obsessive attention to detail and quality. He takes pride in every piece, ensuring it meets his standards before it leaves his hands. While many in the jewelry industry focus on high-volume, mass-market items, Greg believes in creating jewelry that holds value, both aesthetically and monetarily. “When people buy things from me, I want it to be worth something when I’m gone,” he explains. This philosophy has shaped his brand, making him a trusted jeweler for those who want pieces that are both stylish and enduring.

Greg’s clientele includes icons like Floyd Mayweather, who developed a deep trust in Greg because of his authenticity and straight-shooting style. In one of their early interactions, Greg was transparent about his financial situation, admitting he wasn’t as wealthy as he might appear. This honesty helped cement a relationship based on respect, and Floyd has been one of his most loyal clients, frequently commissioning custom pieces that reflect his status and success.

Beyond jewelry, Greg has ventured into other creative domains, including fashion and art. He recently opened his own restaurant, adding another dimension to his brand. Known for being meticulous, he’s spent over a year ensuring every detail aligns with his vision, demonstrating the same commitment to quality and experience that defines his jewelry work.

Looking ahead, Greg envisions his legacy not just as a jeweler but as a cultural icon who brought authenticity, artistry, and community to luxury. He’s selective about his projects and the people he collaborates with, focusing on clients who genuinely appreciate his craft. As he expands into new ventures, Greg’s ambition is clear: to build a brand that lasts, one that blends New York’s hustle, art, and street style with the timeless elegance of fine jewelry.

Today, Greg Yuna is not just a jeweler; he’s a cultural force, a visionary who transformed the jewelry game through creativity, integrity, and an unshakeable commitment to his craft and his community. His journey is a testament to the power of staying true to yourself, pushing boundaries, and, as he puts it, “understanding the assignment.”