Rappers Come Shop for Jewelry. Icebox Turns the Cameras On.

The New York Times (NYT) (10/06/2021)
  • Atlanta-based Icebox has become the most popular jeweler among young rappers such as Lil’ Baby seeking customized watches and chains.
  • In 2003, brothers Rafi (35), Mo (37) and Zahir (32) Jooma encouraged their Pakistani jeweler parents (immigrated to US in 1970s) to relocate from Florida.
  • The brothers helped them re-brand to target rappers who faced hostility at other jewelry stores.
  • Icebox built a mainstream following by posting videos of rappers’ purchases on YouTube.
  • While Icebox makes millions from entertainers, they’re expanding into entry-level jewelry.