There’s a jewelry store so influential that even thieves steer clear, because its clientele includes some of the biggest names—A$AP Rocky, Travis Scott, Drake, and even Beyonce. Without any celebrity endorsements, this store thrives due to the caring owner who treats her clients like family, inspiring them to promote her out of sheer loyalty. Her name is A$AP Eva.
Eva, who speaks fluent Cantonese, immigrated from Macau to the United States as a child. With $100,000 borrowed from her family, she opened Popular Jewelry in New York’s Chinatown. The store not only offers a range of gold chains and diamond accessories but also custom-made metal grills, known for its reasonable prices and attentive service. In the 90s, flashy jewelry became an emblem of HipHop culture, attracting Wu-Tang Clan member Cappadonna as one of Eva’s clients, a connection that helped establish Popular Jewelry’s reputation in the HipHop community.
Inside the store, hip-hop music plays, and the walls are adorned with countless photos of Eva’s clients, many of whom she treats like family. She offers “motherly advice” to these young musicians, teaching them to avoid drugs and drink honey water to detox. Rapper Macklemore even calls her his “second mom.” Over the past thirty years, Eva has said that she treats every customer as if they’re family, regardless of their background, race, or status. This mindset has made her a beloved figure in the HipHop world, earning her the nickname “A$AP Eva.”
Now, Eva is also frequently invited to model for other brands like Nike and Burberry. She brings charisma and authenticity to every shoot, proving that while jewelry may need light to shine, genuine people naturally radiate.
