What is the measure of success? In the latest video from rapper Benny the Butcher - a member of Buffalo's revered Griselda crew known for his vivid street narratives - it’s an actual measuring cup, encrusted with 1,000 diamonds, courtesy of Aryeh & Co., the go-to Midtown jeweler for lovers and entertainers alike. The pendant - a tribute to Benny’s acclaimed 2022 album, Pyrex Picasso - is prominently displayed as Fuego Base teams up with Benny The Butcher and OT The Real on the official music video for THE WAREHOUSE, directed by Wayne Campbell. It is the first visual from Benny’s Black Soprano Family debut album BIGGEST SINCE CAMBY. 

Benny and his first cousins (and rappers) Westside Gunn and Conway the Machine founded Griselda Records. However, his critically acclaimed debut studio album TANA TALK 3 placed the seasoned rapper at the forefront of the hip-hop discussion. He is increasingly known as a primary artist featured in songs with  J Cole, Russ, Snoop Dogg, Lil Wayne, Jim Jones, DJ Khaled, French Montana, and many others.    

“I rap about the Pyrex because it was a big part of my life story, and Aryeh created a dope piece to help express that,” said Benny the Butcher about the Pyrex-shaped pendant emblazoned with the rapper’s name on the front and “LONG LIVE DJ SHAY” engraved on the back. 1,000 diamonds (approximately 3.25 carats total) adorn roughly 18 Grams of 14K White Gold. “The chain means a lot to me, and it was cool to debut it in this video.”

For all the attention his pieces get, the jeweler’s personal style, while impeccable, is understated - he favors dark fitted blazers, dark jeans and loafers, an ever-present Rolex reminding him that he’s running late. In five short years, Aryeh Rephun, founder Aryeh & Co., has made a name for himself in Midtown’s Diamond District and beyond by creating high-end jewelry with meaningful, personal expressions.

Increasingly, clients come to him with their own jewelry concepts, and his team is rising to the challenge of making those visions a reality. “Whether it’s an engagement ring, anniversary jewelry, or a high-profile personal statement, the mantra of Aryeh & Co is that ‘the quality of your dreams is never compromised,’” Rephun said. 

Aryeh & Co creates pieces for a bevy of loyal clients and a growing number of high-profile names, like Diddy and Noreaga. In 2022, Flash Garments rocked an Aryeh & Co original at the Grammys. In a feature story, REVOLT magazine said that when looking for a partner they could trust in making custom pieces - including for Diddy himself - they knew Aryeh was “the man for the job.” DotCom Magazine included Aryeh & Co. on its Impact Company of The Year List For 2021, for making a difference as a privately owned company in “an incredibly unique” year.