How Jain the Jeweler Became the Indian Hip-Hop Scene's Hidden Gem

The story of the red hot craftsman whose clients include Diljit Dosanjh, Karan Aujla, and Russ.

- SHAMANI JOSHI

IN JUNE THIS year, Diljit Dosanjh took the internet by storm as he performed a high-octane medley of "Born to Shine" and "G.O.A.T." on his Tonight Show Starring Jimmy Fallon debut. But it wasn't just his electrifying bhangra moves or the striking all-white desi ensemble that caught people's eyes. It was the custom-made diamond-encrusted Audemars Piguet Royal Oak shimmering on his wrist that quickly became the centre of attention, ignit-ing a frenzy online over its worth and the designer behind it. Suddenly, it seemed like everyone wanted to know more about the man behind the opu-lent timepiece nearly worth a cool crore ($117,800): Jain the Jeweler.

Rishi Jain, the elusive figure behind the moniker, is almost impossible to track down—until he wants to be found.

After a month of chasing every possible lead, cold calling countless numbers, and even visiting an address listed on his website in Broadway, New York, I find nothing but a nonde-script office building in a busy shop-ping district, with no trace of Jain the Jeweler. In a last-ditch effort, I send him a message on Instagram, and to my surprise, he replies. He mentions he'll be in Atlanta that week, just as I happen to be heading there. But between a sudden foot injury on my side and a family wedding on his, a few weeks pass before we finally meet in Hicksville, Long Island—the town just outside New York where Jain grew up.

As he picks me up in a customized purple BMW X6 M Competition, the first thing I notice is how his diamond-studded signature logo pendant and bust-down Rolex Datejust 41 Jubilee gleam against his understated black T-shirt and puffer jacket. It's clear thatJain the Jeweler knows how to make his presence felt.