Popular Jewelry Founder A$AP Eva Now Modeling For Nike Sportswear

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NEW YORK, NY - FEBRUARY 12: William Wong (L) and A$AP Eva attend the Li-Ning Autumn/Winter 2019 ... [+] Show during NYFW: The Shows at Industria Studios on February 12, 2019 in New York City. (Photo by Ilya S. Savenok/Getty Images for Li-Ning)

Chiok Va Sam, 60, better known as A$AP Eva, isn't your ordinary jeweler. Eva did shoots with The New York Knicks, Puma–she was hired by them to make a logo chain for Jay-Z–and even the Olympics, where she designed a bolt chain worn by, you guessed it, Usain Bolt.

But recently, Eva was on the big screens at the Crypto Arena and Madison Square Garden wearing Nike Sportswear. She has worked with other sports brands in the past, but she didn't foresee modeling at this stage in her career.

The Nike association began in 2017. A Popular Jewelry client referred them to Nike NYC (Eva and her son William regularly wear Nike Air Maxes). A shoot at the store followed shortly after.

Two more campaigns followed. Eva has run Popular Jewelry since 1988. She opened her store on Canal Street in New York City with a $100,000 loan from her brother and signed her lease on October 3, 1988. This date was the same date A$AP Rocky was born. 

Rocky would become an "unofficial ambassador" for the store, and the A$AP Mob has been one of her biggest clients, according to Hypebeast. Rocky commissioned just recently Eva to make him a gift for Rihanna. 

"Her birthday is coming up. So it's a birthday gift or for Valentine's Day," Eva said (Rhianna's birthday is February 20, 1988). Last July, Rocky signed on as PacSun's artistic director, and Rhianna was declared the wealthiest female musician by Forbes in August.

OUR STORY

     Established in 1988, during the high-noon of rap's golden age: Popular Jewelry started out as a small jewelry booth, tucked inside an exchange that bordered the outskirts of Soho, Tribeca, and Chinatown. It has since then matured into a robust self-operating business— all the while maintaining the intimate family atmosphere that so defined its early years. Many jewelry stores along the Canal Street strip have closed down for good, but Popular Jewelry has steadfastly persevered for the past 30 years, enduring the toughest of both economic and natural disasters. The business owner, Chiok Va Sam, (a.k.a. Eva) is well-known for her relentless work ethic (Popular has been closed for business only six days since it first opened) along with the dedication and passion that she brings to her clients on an everyday basis.

The Difference - Why We Only Carry Fine Jewelry

     Whether a piece is labeled as fine or costume jewelry ultimately depends on the material from which it is made. Fine jewelry is comprised of precious metals such as gold (fine jewelry is defined as gold with a purity of 10K or greater), sterling silver, and platinum. Because fine jewelry is composed of durable, high-quality materials; with proper care, it can better withstand time (very often for multiple generations) than their costume counterparts. For these very reasons, gold. silver, and platinum retain their value extremely well— fine jewelry is a worthy investment.