It’s simple to become sidetracked by reflections of yourself, diamonds, and real-time transactions as you pass the crisp glass stores on 47th Street. But one shop, TraxNYC, has managed to turn that distraction into a stage. And Maksud Agadjani is in the middle of it.
He tells stories in addition to selling jewelry. Each transaction feels like a plot point in a continuing story. The calm buzz of polishers in the back contrasts with the voiced enthusiasm of Agadjani, frequently addressing a camera, sometimes a customer, perhaps both.
TraxNYC – Business and Financial Overview
| Category | Detail |
|---|---|
| Company Name | TraxNYC |
| Founder | Maksud Agadjani |
| Founded | 2004 |
| Headquarters | 47th Street, Diamond District, New York City |
| Founder’s Net Worth | $12 million (2026 estimate) |
| Annual Revenue | Estimated $10–$20 million |
| Inventory Value | Over $300 million (estimated) |
| Core Products | Custom jewelry, lab-grown diamonds, gold chains |
| Digital Presence | YouTube, Instagram, TraxNYC.com |
| Source | www.traxnyc.com |
Long before social media was considered a viable business strategy, TraxNYC was founded in 2004. However, Maksud felt that bringing clients closer to the process was incredibly helpful. Over time, he added transparency with flair. The jewelry was always exquisite, but the tale behind it was raw—and that was the hook.
His own net worth, now estimated at $12 million, shows not just product profits but brand magnetism. The shop’s inventory—reportedly valued above $300 million—isn’t a static vault. It’s a fluid ecosystem of custom commissions, showpieces, and collaborative creations that rotate in and out of visibility depending on what’s popular or requested.
By using platforms like YouTube, TraxNYC developed a connection between street culture and high-end jewelry purchases. The channel does more than showcase completed pieces—it allows viewers beyond the velvet curtain. It highlights discussion, conflict, joy, and sometimes absurdity. Jewelry becomes a character, not just a product.
That visibility, particularly among younger purchasers, is incredibly efficient in creating trust. The clients aren’t necessarily Wall Street types—they’re artists, sneakerheads, athletes, and average folks saving up for a statement item. For many, TraxNYC isn’t just a store—it’s where they feel recognized, valued, and educated.
The switch to lab-grown diamonds was very creative. Agadjani took decisive action while other jewelers hesitated. It made it possible for him to provide bigger stones at more affordable prices without compromising the drama that clients demanded. The tactic brought up new market segments that would have felt left out of conventional pricing methods and greatly decreased conflict in price talks.
One particularly lengthy afternoon at the store, a young man entered with a sketch of a pendant he and his late brother had imagined. Maksud leaned in, nodded, and instantly started problem-solving out loud—materials, weight, turn time. The personnel followed his pace without question. It was a moment that lingered with me for weeks, not just because of the tenderness, but because of how fluidly business and care seemed to mingle.
The shop’s annual income, estimated between $10 million and $20 million, doesn’t represent typical retail dynamics. Much of it is powered by audience conversion—viewers becoming purchasers. These aren’t walk-in consumers searching for a birthday gift. They’re knowledgeable participants in a longer journey, typically beginning with a comment under a video or a post on Instagram.
TraxNYC even tested digital authenticity by using blockchain technology into certain transactions. While not yet widespread, the experimental programs demonstrated a willingness to mixing tradition with innovation. It’s the kind of thinking that keeps the brand nimble—especially valuable in a saturated premium market.
Of course, the shop’s charisma-heavy approach carries danger. When so much rides on visibility, one unpleasant viral moment can be devastating. Maksud knows this, and occasionally addresses it directly—owning faults, posting refunds, or sparring openly with dissatisfied clients. It’s a high-wire act, but it tends to strengthen, not hinder, client loyalty. People believe him because he shows up when things go wrong.
Over the past decade, TraxNYC has been a case study in how cultural credibility may generate commercial success. Instead of pursuing mass appeal, the brand creates its own path and allows others to follow.
The combination of performance and accuracy, drama and discipline, is extremely rare. The majority of jewelers either sink in influencer emulation or hide behind brand polish. Maksud moves easily between the two, frequently clothed in thick chains and a fur-trimmed jacket, describing diamond clarity while breaking down supply chain ethics.
The TraxNYC model provides an unexpectedly inexpensive lesson in digital-first retail for startups looking to expand without institutional support. It’s about consistency, visibility, and directness. Nothing feels templated, and that rawness becomes a strength.
TraxNYC keeps growing by working with creative partners in the fields of music, art, and design. The technique has substantially boosted its cross-cultural resonance, bringing in clients from across continents who may never visit New York but feel closely connected to the business.