Becoming Jason of Beverly Hills

Jason Arasheben—known to the world as Jason of Beverly Hills—has become one of the most coveted jewelers for top celebrities and athletes. His journey is as fascinating as the jewelry he creates. Growing up surrounded by the glitz and glamor of Beverly Hills, Jason aspired to be a part of that world from an early age. But, like many entrepreneurial paths, his wasn’t paved with instant success. He faced countless rejections, each one only strengthening his determination. “I don’t take no for an answer,” he says—a mantra that propelled him to establish the globally recognized luxury brand Jason of Beverly Hills.

Jason wasn’t always destined to be a jeweler, not according to his parents. They envisioned a very different future for him, one spent in courtrooms arguing cases as an attorney. Jason was even studying law at UCLA, fully immersed in common law and courtroom preparation, preparing for what he thought was his inevitable future. But something inside him was screaming to do something more creative.  

Jason began by spending his last few dollars in the wholesale district in downtown Los Angeles, buying plastic hair clips and trinkets by the dozen. He convinced UCLA to let him sell them on campus in exchange for donating 20% of his earnings to the student body. By the time he graduated, Jason had expanded his operation to six college campuses, but he wanted more.

Frustrated with selling cheap jewelry, he started designing his own pieces. As he was earning more than most young lawyers, he decided to scale up his business. Despite his initial success, Jason’s father wasn’t thrilled with his decision to abandon law for jewelry. His father, a realtor who had dabbled in jewelry himself, dismissed his son’s ambitions, and they didn’t speak for two and a half years.

But Jason didn’t give up. He wanted something bigger, something grander. Nights that were once spent studying were now filled with attending events and parties, introducing himself as a jewelry designer, and showing design sketches to anyone who would listen. The true origin of the Jason of Beverly Hills brand began to take root at the legendary Beverly Wilshire Hotel, where Jason spent seven nights a week at the hotel bar, mingling with potential clients and showing his designs. He recalls with a smile, “I was there 365 nights a year, hoping to land one or two clients.” He was persistent, setting a goal to meet ten new people every night. It was a bold approach, but it worked. After seven years of pitching himself to the general manager, Jason finally secured a retail space in the prestigious venue. It was the start of something extraordinary, marking the official beginning of Jason of Beverly Hills, where his journey from law student to celebrity jeweler would be etched in diamond.

Jason’s jewelry is anything but ordinary. His creations stand out because they break the mold of traditional high-end jewelry design. “Sometimes I make pieces that my mother looks at and says, ‘Who on Earth would ever want to buy that?'” Jason jokes. But he always knows he’s onto something special when he pushes the boundaries of design. He embraces outlandish, daring, and often avant-garde concepts that have attracted some of the most famous names in the world.

His craftsmanship is best showcased in the championship rings he’s created for nearly every professional sports championship winner in the past decade—a journey that began with the LA Lakers in 2009 when he boldly submitted a bid for the job. These rings encapsulate the ethos of his entire brand: creativity, boldness, and personalization. Reflecting on his recent design for the LA Rams’ Super Bowl ring, Jason explained, “People don’t realize how deeply we immerse ourselves in the design process. We’re passionate about understanding the team, their season, and their city.” For Jason, the connection goes beyond aesthetics; it’s about incorporating history. “We spent a full day at SoFi Stadium, and the first thing I asked was, ‘What can you give me from the game? The field? A ball? What else?’ I didn’t just want it to be historic in design—I wanted it to contain physical elements from the event itself.”

Jason’s clientele includes A-list names like Rihanna, Beyoncé, Justin Bieber, and Kim Kardashian, each of whom has relied on Jason to create statement pieces that transcend traditional jewelry expectations. On an iconic pair of natural diamond shoes for Nick Cannon, Jason explains, “Not very often do I get a request for the most expensive shoes in the world. When Nick approached me, he said he wanted to make history and be so over-the-top. ‘How can we make the most expensive pair of shoes in the world and make this finale special (America’s Got Talent)?’ he asked me. It took four months alone to source all of the diamonds and create them the same size to make the shoe. We tried several pairs of shoes till we found the right pair. The function was important. To secure the diamonds in place, we created prongs and a diamond mesh sewn into the patent-leather sole for each stone. Nick isn’t going to win a race or play basketball with those shoes. They are still a piece of jewelry.”

Jason has created multiple pieces for Drake over the years too, none more recognizable than the Owl and Eagle pendant he is often seen wearing. “Drake usually has a clear vision of what he wants, and we work really well together. I enjoy the challenge of telling the story he’s looking to tell and incorporating everything into the design while still using as many diamonds as possible. There is a lot of back and forth, but it is always worth it when you see the final piece,” Jason says.

Few people boast a natural diamond jewelry collection as extensive and uniquely outrageous as rapper and style icon A$AP Rocky, and many of those jaw-dropping pieces result from collaborations with Jason and his team. Whether it’s the intricately detailed statue of Rihanna ring, his bold ‘Dad’ pendant, or the stunning Yams necklace, each piece reflects the extraordinary craftsmanship and creativity of their partnership.

Jason explains, “A$AP has a keen eye for beauty, and I respect that he knows what he likes. We’ve been designing pieces together for years, and he always surprises me with where he gets his inspiration and the types of pieces he challenges me to make.”

Jason’s operations are rooted in the vibrant downtown Los Angeles jewelry district, where million-dollar deals are still made on handshakes, and some of the world’s most exquisite stones pass through the hands of skilled artisans. His team, made up of experts from generations of jewelers, collaborates closely on every piece, from diamond sorting to CAD design to casting and setting. “Each person has their expertise,” Jason says, emphasizing the teamwork and artistry that go into every creation. “It’s this collaborative process that ensures every Jason of Beverly Hills piece is a work of art.” 

Today, Jason’s brand has expanded far beyond the confines of Beverly Hills, with boutiques in some of the world’s most luxurious destinations. His success is the product of relentless dedication. He built his brand by pushing boundaries, tapping into the unique stories of his clients, and transforming those stories into dazzling pieces of jewelry that challenge expectations. His career is a reminder that following your passion, even when it defies convention, can lead to extraordinary success.