The last seven months have been a whirlwind for George Khalife, the Detroit-area fine jewelry designer known as George the Jeweler: celebrity jewelry designs, a pendant that a pop star sells on her website, and a collaboration with…a beloved processed cheese product.
While that last one may be the most surprising, Khalife says his work with Kraft Foods on a Velveeta lip cuff turned out to be one of the most exciting experiences of his career.
The Velveeta x George the Jeweler limited-edition 14k gold lip cuff came out in January, and Khalife says Kraft put up a billboard in New York City about it. Coming from a jewelry family (they own and operate Oak Park, Mich.-based wholesale and retail jewelry store GoldCorp Inc.), Khalife says his dad was proud to see his son’s work promoted in such a dramatic fashion.
Four years ago Khalife had another major moment in the spotlight when he created matching evil-eye bracelets for model Gigi Hadid and singer Zayn Malik. Pictures of the bracelets he’d designed when Hadid and Malik were expecting a baby went viral, and other stars and their friends started reaching out to Khalife to design jewelry for them, he says.
He recently got a commission to make a nameplate pendant for Khloé Kardashian personalized with the name of her son. The reality star has worn it on social media several times, boosting Khalife’s standing among celebs even further.
“Khloé’s wearing it in Mumbai right now. It’s such a cool feeling to see that,” he says.
A strong social media presence, which gives him a quick way to share these jewelry wins, is key to Khalife’s business boom, he says.
“Jewelers need to branch out and use social media to make new connections. I’ve really taken advantage of that,” says Khalife. “I send DMs, I make the right friends. They’re platforms to connect, to show our work, and to show off your portfolio. Instagram is my digital business card.”
Earlier this year his team heard from singer Shakira, who asked him to design wolf-themed jewelry that her fans—collectively called the Wolfpack—could buy and wear.
“Shakira is Lebanese, so we have that in common. Before we met, I had this idea to make a nameplate for her but do it in Arabic. I designed it, and someone we knew in common got it to her. Next thing I know, she’s calling me and left me a voice message saying how much she loved it,” Khalife says about his earlier work for the singer.
With the second half of the year already in motion, George the Jeweler is excited to see what happens next.
“I love what I’m doing, and I’m so passionate about it,” he says. “I’m in talks right now with a soft drink company, and we’re maybe doing a pendant together. It might launch around Christmas, possibly. I’ll let you know.”
Top: The Velveeta lip cuff that George the Jeweler created in partnership with Kraft Foods (photos courtesy of George the Jeweler)
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