Sourcing

A Day in the Life: ‘Avi the Gem Guy’ Rahmanim

SourcingFeb 15, 2023

A Day in the Life: ‘Avi the Gem Guy’ Rahmanim

In a Q&A, the gemstone wholesaler shares how he built up his TikTok following by giving viewers a behind-the-scenes look at the industry.

20230215_Avi the Gem Guy.jpg
Avi Rahmanim of Rahmanim Gems, known on TikTok as “Avi the Gem Guy,” takes his audience of 670,000 on a backstage tour of his life as a gemstone wholesaler. In a Q&A with National Jeweler, he shares how he got started in the family business and why he decided to document his work via video.
Chicago—To his 670,000 TikTok followers, Avi Rahmanim is better known as “Avi the Gem Guy.”

Everyone has a guy for something, and Rahmanim knows his diamonds and gemstones better than most.

Whether he’s debunking gemstone myths or giving his audience a behind-the-scenes look at price negotiations, his videos have garnered more than 17 million likes.

Rahmanim is president of Rahmanim Gems, the gemstone wholesale business founded by his father, Ben Rahmanim, after he immigrated to the United States from Iran in the 1980s.

When his father began to develop dementia, Avi buckled down and learned the ropes, taking over the business in 2015.

In a recent Q&A with National Jeweler, he let us in on what a day in his life is like and why he decided to document his work via video.

This interview has been edited for length and clarity.

National Jeweler: When you’re not being “Avi the Gem Guy” on TikTok, you’re the president of Rahmanim Gems. What are your responsibilities?

Avi Rahmanim: Well, a bit of everything I would say. I manage the day-to-day operations. We’re a colored stone wholesaler so we do most of our buying overseas, like in Sri Lanka and Thailand. Then we import it and resell it wholesale to retail jewelry stores.

We have an office on Chicago’s Jewelers Row, so we share a building with around 84 different jewelers. So, people know us and they come by asking for stones. They’ll get a call for something specific and we’ll curate that for them.

NJ: Tell me about your typical day at work. How do you start your day?

AR: When I get to the office, I start by setting up the gemstones in the showcases. I browse a few group chats, like WhatsApp and Facebook, and see if anyone has tagged me in something, like if they need information from me.

Then, if we’ve bought new stones, I add them to the system, take some nice photos, and add them to the website.

It’s pretty often that someone will come in trying to sell things, so if I find a good deal, then I’ll buy it.

NJ: I found you on TikTok and what I like about your videos is that you’re sharing a glimpse of this insular industry with other people. What made you decide to start video-documenting what you do?

AR: I always had an Instagram account, since like back in the day. I would just post pictures of gemstones and it wouldn’t gain that much traction, honestly. It was just like what everyone else was doing. There were thousands of accounts making videos of just gemstones.

When TikTok came around, a friend suggested I start making videos because it was a new platform with new opportunities to gain an audience.

So, when I started making videos, I made basic explainer videos about different aspects of gemstones and diamonds, like quality, clarity, cut, all that stuff. 

What really started to take off is when I started making videos that called out fake videos. 

(Rahmanim has a series of debunking videos, including ones where he gives his opinion on whether certain gem finding/mining videos are real, like a woman supposedly finding a large piece of jade under a chunk of ice.)

I think the first video I had go viral was a response to a video of someone holding a GIA report next to this giant green-looking brick, calling it an emerald, when you know it’s dyed green beryl. They said the appraisal said it was worth like $4 million when in reality it was probably worth a few bucks.

So, I made a video calling that out, and it was like the first one to go viral and then that was my thing for a while.

Then, if someone comes to sell me something and it turns out to be fake or treated, I explain how I caught that.

Eventually, I started posting more behind-the-scenes stuff of how I buy gemstones. It’s cool because people kind of like to see what really goes into it.


NJ: I like your negotiation videos, where you show how you settle on a price for a gemstone or diamond. That process is so vital to how the industry works. How did you hone that negotiation skill? You don’t really seem to lose your nerve, which I think some people might.

AR: My first buying trip ever was with my dad, once he started to get sick with dementia. I was a college student and we decided I would go with him.

He was still functioning at around 80 percent, let’s say, so I was going there to learn the business. I had an idea that I would go into the family business, but I wasn’t dead set on it yet.

As a sophomore in college, I went with him on a buying trip to Sri Lanka and Bangkok, Thailand. I followed him around and observed everything to see how he critiqued the gemstones.

I watched how he negotiated, specifically in Sri Lanka where there’s an open gem market. I gained all the info I could, taking notes on a notepad.

A couple of years later, I went on my first solo buying trip, my father hadn’t gone since, and that’s where I would say I learned the most of it.

It puts you in a position where you have to get a good deal. So, I learned from being there by myself and observing how my dad did it.

WATCH: Avi Rahmanim’s Buying Trip to Sri Lanka


 Related stories will be right here … 

NJ: Going back to your TikTok, you have around 670,000 followers. In terms of your audience, who is your typical viewer?

AR: The analytics say around 75 percent of the audience is male between the ages of 18 and 34.

TikTok is definitely a younger audience than other platforms. Looking at my followers, 63 percent are 18 to 24 while 24 percent are 25 to 34 and around 8 percent are 35 to 44.

The majority, 77 percent, are male, while 33 percent are female.

The followers are from all over the world. I have a big following in Australia.

NJ: How often would you say your videos translate into a new customer?

AR: Well, it depends. That’s the reason I started my candle business, Fire Gem Candle. (Rahmanim sells a variety of scented candles, each with a real gemstone inside.)

It’s to cater to a younger audience that doesn’t have the disposable income to spend $2,000 to $5,000 on a sapphire.

We’re still primarily wholesale so we’re not jumping fully into retail. We do have some private clients, like family and friends.

I’ve had a few sales here and there when I post things, but the sales have mostly come from the candles or lower-quality gemstones, like $99 and under. Those sell well.

I am trying to have a middle tier. There are a few finished pieces on my website, but they’re still above $1,500. I’d like to find a happy medium, like in the $500 to $1,000 range, because that could have potential.

NJ: Jewelers sometimes have safety concerns related to filming in their stores. Do you have any security concerns about filming a lot of what you do?

AR: I try not to publicize my physical address. But we work on a floor within a jewelry building, so it’s not so much of a concern for me.

In a jewelers’ mall, anyone can walk in at any time so there are already certain security measures in place.

NJ: What would you say is your favorite part about your job?

AR: I really do enjoy buying, especially with people whom I know and have established relationships with.

There are a lot of friendships that come out of this business in a way too. If you do business with someone for a while, it’s nice.

I actually work very closely with a lot of cousins in the business and a lot of family here in Chicago. It’s fun to buy and sell with them. I like the social aspect of it.

I’m not sitting at a desk job all day, there’s a lot of action involved, which is good.

NJ: If you couldn’t have the job you have now, what would you be doing?

AR: I’d be an engineer. That's what I was thinking of doing before joining the industry. I have a fascination with things related to mechanical engineering.

NJ: Last question for you. If you could give one piece of advice to someone aspiring to be in your field, what would you say?

AR: Don’t be scared of making mistakes. You learn by buying things and seeing if they sell. If you buy something that doesn’t sell, you learn not to buy that again. You just have to learn from your mistakes.

The Latest

LIM-401 2024 National Jeweler Supplier Bulletin- iD100 Web and Eblast FINAL (1).jpg
Supplier BulletinApr 24, 2025
Protect Your Customers and Your Business

Sponsored by the Gemological Institute of America

Wolf CEO Simon Wolf
EditorsApr 24, 2025
Q&A: Wolf’s CEO Talks U.S. Expansion

Simon Wolf shares why the time was right to open a new office here, what he looks for in a retail partner, and why he loves U.S. consumers.

Iowa jeweler Herman Ginsberg
IndependentsApr 24, 2025
Longtime Iowa Jeweler Herman Ginsberg Dies at 99

A third-generation jeweler, Ginsberg worked at his family’s store, Ginsberg Jewelers, from 1948 until his retirement in 2019.

gia1d100 btyb.jpg
Brought to you by
Protect Your Customers and Your Business

The risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.

Charles & Colvard moissanite ring
FinancialsApr 24, 2025
Charles & Colvard Delisted From Nasdaq Due to Noncompliance

The company failed to file its quarterly reports in a timely manner.

Weekly QuizApr 24, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Mined + Found "Hope" Matchbox Locket
TrendsApr 24, 2025
Amanda’s Style File: So Charming

Charms may be tiny but with their small size comes endless layering possibilities, from bracelets to necklaces and earrings.

Bulgari’s expanded factory in Valenza, Italy
MajorsApr 23, 2025
Bulgari Doubles Size of Jewelry Factory in Italy

Located in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.

gia-topimage 0325.jpg
Brought to you by
A Brilliant Future Is Here

Get online education from GIA experts.

Jason McNary accepting FGI Fine Jewelry Rising Star award for Paola Sasplugas
Events & AwardsApr 23, 2025
PDPaola Creative Director Wins FGI’s ‘Rising Star’ Award

Paola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.

1999 Cosmograph Daytona, Ref.16516
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to Auction

A platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.

Carmelo Anthony and Jaylen Brown David Yurman campaign
MajorsApr 23, 2025
David Yurman’s New Campaign Stars Carmelo Anthony, Jaylen Brown

The basketball stars wear men’s jewelry from the “Curb Chain” collection.

Woman wearing Zales jewelry
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine Jewelry

The Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.

JAR Apricot Blossom bracelet
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry Collection

The 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.

National Jeweler columnist Lilian Raji
ColumnistsApr 22, 2025
The PR Adviser: Building Buzz Through Word of Mouth

Lilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.

Avi Levy
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth Officer

GCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.

Scottsdale Fine Jewelers store exterior
IndependentsApr 22, 2025
Brinker’s Jewelers Acquires Fellow Independent

The Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.

Cartier Exhibition Installation at Victoria & Albert Museum
Events & AwardsApr 21, 2025
An Exhibition Exploring the History of Cartier Is Now on Display

“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.

Bill and Birdie Levine of Van Cott Jewelers
IndependentsApr 21, 2025
New York Jeweler to Close After 111 Years

Van Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.

IJO Director Samantha Larson
IndependentsApr 21, 2025
IJO Names New Director of Vendor Relations, Merchandise Strategy

Industry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.

Events & AwardsApr 21, 2025
Jewelers of Louisiana, Mississippi Jewelers Association to Co-Host Convention

The two organizations will hold the educational event together this fall in Mississippi.

Daymond John
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las Vegas

The entrepreneur and “Shark Tank” star will share his top tips for success.

Dukachi Easter Bread Pendant
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ Pendant

The Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.

Bremer Jewelry
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated Store

The jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.

Tiffany & Co. Strong Like Mom campaign
MajorsApr 18, 2025
Tiffany & Co. Employees Star in Mother’s Day Campaign

The “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.

Athena Calderone x John Hardy Collection
CollectionsApr 17, 2025
John Hardy, Athena Calderone Partner on Art Deco Decor-Inspired Collection

Interior designer Athena Calderone looked to decor from the 1920s and 1930s when crafting her first fine jewelry collection.

Movado Connect 2.0 watches
FinancialsApr 17, 2025
Movado Group to Increase Prices to Offset Tariffs Impact

During a call about its full-year results, CEO Efraim Grinberg discussed how the company is approaching the uncertainty surrounding tariffs.

Natural Diamond Council Diamond Learning Center Graphic
Lab-GrownApr 17, 2025
NDC Launches Its Diamond Learning Center

The free program provides educational content for jewelry salespeople and enthusiasts to learn or refresh their diamond knowledge.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy