We had the good fortune of connecting with Avedis Guerboian and we’ve shared our conversation below.

Hi Avedis, what was your thought process behind starting your own business?
The time came to go my own way after my Dad retired. He was in business 40 years, operating the largest family owned jewelry store in Santa Monica. I grew up in our family business and wanted to create a name for myself. My passion was design and animation and I wanted to merge the latest 3D technology with jewelry design. I created a niche for myself with designing custom jewelry while working with my family business and I felt confident enough I could start on my own. With customer base I already had and a strong social media following, it gave me the leads I need. My goal was to have a business, by appointment only, to create some of the most unique bespoke pieces found.

Let’s talk shop? Tell us more about your career, what can you share with our community?
I consider myself a “professional creative/ entrepreneur” because I am in the world of designing fine jewelry while leading an ecommerce business. There are many amazing jewelry designers in our industry and all have talents which make us unique. My specialty comes from having experience in the animation industry and designing with traditional hand drawings. I integrated my artistic skills into learning 3D CAD design so that I can create fine jewelry.

I’ve worked in the jewelry industry practically my entire life but didn’t really get recognition till 10 years ago when I started offering bespoke/custom designs in my father’s store. One of my creations was a BB-8 pin created for Disney CEO Bob Iger. This custom solid gold lapel pin essentially put me on the map.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Santa Monica is a my hometown and there are plenty of places here to visit. If you’re a foodie….Father’s Office for the burger and Soko Sushi are a must. The Bungalow is great to meet with a group and have drinks. I enjoy fine cigars and scotch at Hollywood Smoke Cigar Shop on Main street.
Montana Avenue is great for walking, shopping and cafe’s.
I love to visit Palisades Park and hang out on the grass with my wife and son.

Who else deserves some credit and recognition?
I would like to dedicate this shoutout to a few people. My Dad,Eddie for teaching me the ways of the business and to Mom, Evelyn for keeping my Dad and I in check.
My wife Christina for her support in all my entrepreneurial antics.
The team at Fairmont Miramar Hotel for giving me a strong foundation to launch my career.
Ellis O’Connor who believed in my vision and gave me a shot!

Website: www.edwardavedis.com

Instagram: edwardavedis

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