French rapper SDM x Unknow Brand: A custom-made rose gold and diamond ring, blending luxury and street culture
The French rap scene continues to evolve, blending urban influences with luxury aesthetics. Among the artists embodying this fusion, SDM stands out as one of the faces of the new generation. Last week, the rapper unveiled a custom-made 18-carat rose gold and white diamond ring by Unknow Brand, symbolizing his journey and identity.
Born from a collaboration between the French jewelry house and the artist, this creation illustrates a contemporary vision of street luxe jewelry, merging French heritage with urban inspirations.
SDM: The rise of an artist between power and elegance
Since his early days in the 92i collective alongside Booba, SDM has established himself as an essential figure in French rap. Hailing from Clamart (92), the artist won over the public with his deep voice and sincere lyrics, blending success, loyalty, and ambition.
His debut album “Ocho” (2021), certified Gold, marked his entry into the big leagues. With the release of his second project “Lien du 100” (2023), certified Platinum, he confirms his place among the new heavyweights of the rap game.
Today, SDM boasts:
- +6M monthly listeners on Spotify
- Gold and Platinum records
- +1M followers on Instagram
Photo credit: @ocemanaji
A custom-made ring, a symbol of success
To immortalize his journey, SDM chose Unknow Brand to design a custom-made rose gold and white diamond ring. Each detail tells a story:
- SDM: His stage name, engraved as a signature
- Two engraved discs: A reference to his musical awards
- "Lien du 100" : Title of his Platinum-certified album
"We wanted to create a piece that wasn't just a jewel, but a symbol of his rise." – Florian de Launay, founder of Unknow Brand
Why did SDM choose Unknow Brand?
In a world where image and identity play a key role, SDM chose Unknow Brand for its ability to create jewelry that tells a story. The brand has established itself as a reference in street luxe jewelry, blending refinement and urban codes.
French craftsmanship in our Lyon workshops
All Unknow Brand creations are handmade in our Lyon workshops, combining high jewelry with urban culture.
“With SDM, we worked hand in hand to design a piece that truly represents him. Every engraving, every diamond was carefully thought out to tell his story.” – Florian de Launay
Steps in creating a custom-made ring:
- Co-creation: Discussions with the artist to define the inspirations and vision for the piece
- 3D Modeling: Visualization before fabrication
- Melting of 18K rose gold: Hand assembly in our workshops
- Diamond Setting: Paving done under magnifying lens by our master jewelers
- Personalized Engravings: Done by hand to ensure a unique finish
Luxury inspired by street culture
Unknow Brand redefines men's jewelry with a street luxe aesthetic, blending precious materials and urban codes.
“We draw our inspiration from street culture, rap, and sports, to create pieces that tell stories. Each item is designed as an extension of the wearer's personality.” – Florian de Launay
Raw, bold jewelry designed for those who dare to assert their identity.
An exclusive collaboration that disrupts the norms
With this custom-made ring, SDM joins the ranks of personalities who have collaborated with Unknow Brand, alongside Mathias Lessort and other rising figures from sports and music.
These collaborations reflect a forward-thinking vision: one of contemporary jewelry aimed at a new generation of artists and athletes.
SDM with his custom-made Unknow Brand ring in rose gold and white diamonds during his ALVALM tour at Bercy.
FAQ
Where are Unknow Brand jewelry pieces made?
All Unknow Brand creations are handmade in our Lyon workshops, ensuring exceptional quality.
How do I order a custom-made piece?
Each custom-made jewel is designed in collaboration with our team. Simply contact us to start the co-creation process.
What materials are used for custom rings?
Unknow Brand uses precious metals like 18-carat rose gold, white gold, and sterling silver, as well as natural white or black diamonds for unique and bold creations.
How long does it take to create a custom ring?
The design of a custom ring takes on average 4 to 6 weeks, depending on the complexity of the design and choice of materials.
Discover Other Unknow Brand Collaborations
- Dinos, the French rap icon who wears the Bind Me bracelet by Unknow Brand
- Franglish and his diamond ring by Unknow Brand: luxury and personalization
Unknow Brand has also collaborated with basketball player Isaïa Cordinier, and footballer Ivan Rakitic, creating custom pieces that blend luxury and urban codes.