Jay Z's Jewelers Take New York

Style • TOP SHOP # 'h. feurés of 1..14 rt. 1The 3,000-square-foot Soho boutique includes an 8,000-pound brass vault and Phantom- shaped bronze chairs (for sale at $60,000 apiece). 2Keith (left) and Parker photographed by Sami Drasi on Feb. 1in their Santa Monicast The Soho shop is along-held ision of Keith's, who designed it." The reaction to these old sketchel and napkin doodles got agood lat. Jay Z's Jewelers Take New York 3Diamond and gold While countless jewelry brands vie for red-carpet buzz, Hoorsenbuhs has gained a Phantom rings, $6,000 loyal A-list following (from Kanye to Pharrell) while avoiding the limelight — until now each. 4Gold Phantom cuff, $23,500.5 Ready- to-wear items and BY SHANNON ADDUCCI accessories (from $200), previously sold privately through the Parker, achildhood friend, and they steadily studio (and considered ., OR 10 YEARS, EVERY SEPTEMBER, acalling card for the Hoorsenbuhs founder-creative director gained afollowing that now includes music's top pairs inner circle), Robert Keith, 48, and brand ambassador tastemakers: Pharrell Williams, Jennifer Lopez, are now for sale at Kether Parker, 45, held meetings in Kanye West, Rihanna, Jay Z and Mark Ronson the Soho shop. E Room 207 at The Mercer Hotel. There, they saw all own pieces. "Anyone who's wearing it bought editors, stylists, retail buyers and private clients it," says Parker, who has ano-gifting-for-PR policy. who snatched up their signature gold Phantom and The pair also gained buzz with its collaborations, tri -link unisex rings, which start at $1,8o0. But the which include agold knuckle ring with Jay Zand a brand (named after a16th-century ship sailed by partnership with visual artist Damien Hirst, with Keith's ancestors) has finally found apermanent whom Parker and Keith are designing awrist- New York home with its first boutique, which opened watch, to debut this year. As for clients hoping to in December 2016. A second location, in the pair's stay under the radar in their new digs? Says Parker: Santa Monica studio, will follow this spring. "We'll just lock the door." 0 Keith, aformer fashion photographer, launched the business in 2005 when he taught himself to 458 Broome St., Manhattan; 2222 Main St., make asingle chain-link ring. He brought on Santa Monica; hoorsenbuhs.com KISSING THE RING Originally used to stamp initials or afamily crest onto sealing wax (hence the pinky placement, for easy use), the men's signet ring has since become asimultaneous symbol of flash and gentlemanly elegance — and embraced by musicians past and present THEN N 0 W Frank Sinatra Elvis Presley James Brown Rick Ross DJ Khaled Bruno Mars The singer was rarely seen Most of the King's jewelry — While the Godfather of Soul Immense diamond-encrusted The rapper-producer "Put yo' pinky rings up to without the right-handed including his flashy pinky rings was known for having alot of pinkies are a wardrobe staple took a literal approach for the moon," sings Mars in signet that bore his family — were made by Memphis flash onstage, an oversize gold of the rapper, who pairs them the album cover art to his -24K Magic, - whose video crest. He gave Quincy jeweler Lowell Hays, who pinky ring was often the only with gold chains, watches and 2012 album Kiss the Ring, shows him wearing avintage Jones a similar ring with traveled with Elvis and created piece of jewelry that Brown gilded sunglasses. In 2009, he sporting what is actually a Versace silk shirt, Medusa the Sinatra crest, which rings in sapphires, rubies and wore while performing in a released "Kiss My Pinky Ring" gigantic diamond and citrine pendant and adiamond - Jones still wears. emeralds, his favorite stones. variety of colorful suits. (a diss track to 50 Cent). women's cocktail ring. encrusted pinky ring. —S.A. 52 BILLBOARD I FEBRUARY 18, 2017 .

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