TraxNYC Brand Spotlight

Article written by: Jacob Breinholt
Posted on: September 2, 2010

TraxNYC is one of the world’s premier shops for custom jewelry. They can build or customize any type of jewelry out there, from classic diamond studs, to blinged-out watches and neck-breaking chains. Located in the heart of the diamond district in New York City, TraxNYC has been around for over 6 years. SoJones recently had the opportunity to tour the TraxNYC showroom, see how the custom jewelry is hand built, and chat with Max, the owner of TraxNYC.

SoJones: Where did the name “TraxNYC” originate from?

Max: Well, it started out because Max rhymed with trax, and it was kind of like a tagger name. And when I started the business, I was pretty young, so I thought it was relevant at the time. Looking back, I sometimes wish that I would have gone with something a little more professional. But at this point the brand is well enough known in the jewelry industry that it makes sense to stick with it.

SoJones: How did you initially get into the business?

Max: Well, I have an uncle in the jewelry business, but the way that I initially got started, was working with jewelry stores in downtown New York City, photographing their jewelry and selling it on the internet. You know, and little by little, I worked my way into the diamond district, and eventually linked up with a couple of manufacturers like Joe Rodeo and everyone else.

SoJones: Would you say that the majority of the business that you do is customizing pieces that are manufactured by others, or is it more manufacturing custom pieces in house?

Max: We do retail and wholesale. The wholesale aspect is that we manufacture jewelry and sell it wholesale to stores. Then we also put that up on our site. We currently have fourteen thousand pieces that are custom made. So essentially it is something that comes out of nothing. A lot of customers request what they want specifically and we manufacture that for them. Sometimes we will take a special order that we have made, then make it public, so that others can buy the same piece.

SoJones: How often does someone come into your offices and order something custom made, that ends up being incorporated into your retail line?

Max: That happens more or less every week. Sometimes two or three times a week.

SoJones: So, what is the process? A customer could come in with a picture they drew, and you make it?

Max: Yeah, they could bring in a picture, or email it to us. Then they put down a deposit, and we make them a 3D model of it. If they approve the 3D model, then the 3D gets cast in to wax, which is then cast in gold. So what you see in the 3D model is exactly what you are going to get. Right now we are actually working on a new page for our site so that customers can actually customize jewelry right through the site, then submit their order.

SoJones: What are some of the more famous clients that you have served, if you can disclose?

Max: A lot of the time, we get the high profile orders from jewelry stores around the country, that don’t have the manufacturing capabilities that we do. So they send the orders to us, and we make it for them. So, through other jewelers we have made a lot of pieces for celebrities. Like that crayon box chain that Sean Kingston wore, we set that entire piece.

It was pretty amazing to see the jewelers at work in the back room. At the time, they were working on customizing a Gucci watch, by setting diamonds in the bezel.

The jewelers put petroleum jelly on the back of their hands (above) to hold the diamonds, while they work with them. Below is a shot of the disassembled watch that will be reassembled once all of the diamonds are set, and the bezel is removed from the shellac.