Walk down 47th Street in Manhattan and the noise hits you first. It's a localized chaos of flyers, hustlers, and security guards with very expensive watches. Right in the thick of it is Moses the Jeweler NYC, a guy who has basically turned the traditional, stiff world of Diamond District retail into a high-octane reality show.
If you’ve scrolled through TikTok or Instagram lately, you’ve probably seen him. He’s the one flipping a coin for a thousand-dollar price difference or leaning over a counter negotiating a six-figure Rolex deal while wearing more Chrome Hearts than a flagship store.
The Man Behind the Brand
His real name is Ben Sharabi. Most people just know him as Moses. While the persona is loud, flashy, and very "New York," the business itself—officially known as Moses Jewelry—is a family affair.
Sharabi didn't just appear out of thin air. He’s a third-generation jeweler. His father and grandfather paved the way, but Ben is the one who realized that in 2026, you don't just sell diamonds; you sell the person selling the diamonds. He’s located at 22A West 47th Street, operating out of a booth that has become a pilgrimage site for hypebeasts and watch nerds alike.
Honestly, the "Moses" branding is genius. It positions him as a sort of guide through the treacherous "Red Sea" of the Diamond District.
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Why the Internet Is Obsessed (and Skeptical)
Let’s talk about the "Fridays at Moses" videos. They’re addictive. You see him handling Patek Philippe Nautiluses, AP Royal Oaks, and every variation of the Rolex GMT-Master II you can imagine.
But here is the thing: the Diamond District is a polarising place. If you look up reviews for Moses the Jeweler NYC, you’ll find a wild spectrum of opinions.
- Some customers swear by him, praising the "Mazal" energy and the fact that he actually gets his hands on hard-to-find pieces like the Rolex "Sprite" or the "Le Mans" Daytona.
- Others are... less convinced. On forums like Reddit, there’s constant debate about whether his "live" negotiations are staged for the camera.
- Then there are the warnings about impersonators. Because Moses has such a massive social media presence, scammers have created dozens of fake accounts to "sell" watches that don't exist.
If a "Moses" account DMs you saying you won a free Rolex but just need to pay $200 for shipping, it’s a scam. Plain and simple. The real Moses isn't sliding into your DMs to give away gold bars for "shipping fees."
The Chrome Hearts Obsession
You can't talk about Moses without mentioning the "look." It’s a very specific vibe. He famously dropped a million bucks on a custom Chrome Hearts truck. It’s a rolling piece of silver and leather art that basically serves as a giant mobile billboard for his brand.
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Recently, he even expanded into a clothing line. In late 2025, the store was absolutely mobbed for the drop. People were lining up for blocks—not for a ring, but for hoodies and hats. It’s a shift from being a "watch guy" to being a "lifestyle brand."
How the Business Actually Works
How does a booth on 47th Street move millions in inventory? It’s a mix of "memo" deals and high-speed flipping.
In the Diamond District, "memo" is basically a trust-based consignment system. Dealers lend each other pieces to show to clients. Moses has mastered the art of the "Watch Coin Flip," where he'll literally flip a coin with another dealer or a customer to decide a price. It’s high-stakes, it’s theatrical, and it’s why he’s currently one of the biggest names on the street.
He deals in the heavy hitters:
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- Rolex: Everything from entry-level Datejusts to "off-catalogue" diamond-set pieces.
- Audemars Piguet: Mostly Royal Oaks, often "bustdown" (covered in aftermarket diamonds).
- Richard Mille: The ultra-high-end "wrist machines" that go for half a million dollars.
The Reality Check: Is He Legit?
Look, in the jewelry world, "legit" can mean a few things. Are the diamonds real? Generally, yes. Is the price "fair"? That’s where it gets tricky.
When you buy from a celebrity jeweler like Moses, you aren't paying wholesale prices. You’re paying for the access, the brand, and the experience. Some people complain about "lowball" offers when they try to sell him their watches, but that’s just how the Diamond District works. Dealers buy low and sell high. It’s not personal; it’s business.
What to Do if You Actually Want to Buy
If you're thinking about heading to 47th Street to find him, don't just walk in expecting a red carpet. It's a business.
- Do your homework: Know the current market price of the watch you want on sites like Chrono24.
- Check the paperwork: Always ask for the original box and papers. If a watch is "naked" (no papers), it should be significantly cheaper.
- Be ready to negotiate: Everything on 47th Street is a conversation. If you don't ask for a better price, you won't get one.
- Verify the account: Only use the links found on his official website (mosesnyc.com) or his verified Instagram.
The Diamond District is a beast. Moses has just figured out how to ride it better than most. Whether he’s your style or not, you can’t deny the guy has changed the way people think about NYC jewelry.
Next Steps for Potential Buyers:
Before visiting the Diamond District, check the current "grey market" prices for the specific reference number you’re interested in. If you’re dealing with Moses Jewelry specifically, reach out via their official website form to see if the piece is actually in stock before making the trip to Manhattan, as inventory moves incredibly fast in that booth.