ABOUT

The Brand

 

The number seven, or “Siete,” is a symbol of unity and balance across cultures, a motif that reflects the fusion of influences that inspire every piece we create. Each design is a homage to New York City’s vibrant contradictions—opulence and grit, heritage and innovation, tradition and rebellion.

 

It's a story of resilience, heritage, and the unrelenting pursuit of beauty and meaning. Born from the dreams of an immigrant kid raised in Queens, New York, Siete reflects the unique confluence of cultures, adventures, and inspirations that shaped a life dedicated to artistry and craftsmanship.

 

At Siete, we craft jewelry for those who see the world as a canvas of endless possibility. Every piece tells a story, celebrates individuality, and serves as a reminder that greatness is born from the intersections of struggle, creativity, hard work, and vision. This is our journey, reflected in timeless artistry and bold design. 

 

Welcome to Siete.

 

The Founder

 

Our founder grew up immersed in the hum of the city, where the glitter of diamonds from the family’s work in the iconic Diamond District met the raw energy of Queens’ streets. His parents, immigrants with a dream, instilled in him the value of hard work and an appreciation for the brilliance that can emerge from pressure—both in gemstones and in life. Their meticulous dedication to crafting perfection became the bedrock of his ethos.

 

Weekends often found him wandering the cobblestone streets of SoHo, a neighborhood alive with creative energy and cultural reinvention. From 2007 to 2015, SoHo was a world where high fashion collided with gritty streetwear, where indie rock met underground hip-hop, and where gallery walls bore witness to art’s endless evolution. It was here that he absorbed the spirit of innovation—a blend of daring authenticity and boundary-pushing creativity.

 

He created Siete as a tribute to Queens, the borough of underdogs and visionaries. Where a global tapestry of cultures merge through stories of resilience echoed in every neighborhood. These streets taught him how to dream big, stay grounded, and find beauty and convergence in diversity.