The Making of Jalen Hurts’ Viral Chain: Cost, Meaning, & More

Gabriel Etoile, also known as Gabriel The Jeweler, came to the United States from France in 2000 and built his own version of the “American Dream.” Today, he boasts a client list of over 500 athletes, including high-profile names like Odell Beckham Jr. and Saquon Barkley.  “I got lucky when I got connected with one athlete, and one led to another…Once your name is out there and people can trust your work and your word, then the sky is the limit,” Etoile said.

According to Etoile, 90% of his clientele never even step foot in his store. Instead, he and his clients engage in a back-and-forth process, almost like a tennis match, finalizing designs once the client shares their vision. Then, it’s time to get to work. While other jewelers might take months to deliver a finished piece, Etoile and his team can have their clients icy in just a week.

All of their hard work paid off once Philadelphia Eagles quarterback Jalen Hurts stepped up to answer press questions in January, rocking a custom chain created by them.  “That’s what y’all wanted to see, huh?” Hurts quipped, as he sat down with diamonds dancing on his neck. While he may have been referencing his performance on the field, all eyes were on Hurts’ icy chain, sparking online discussions about other pieces failing to shine like his.

We sat down and talked with Gabriel The Jeweler about creating custom jewelry for some of the biggest names in sports, what life has been like since his chain for Hurts’ took over social media, and what he really thinks about the “rappers vs. athletes” debates still going on online.

No lie Jalen Hurts set the standard 🤣 his chain got batteries in it or somethin? pic.twitter.com/QAnLt5UjyN

— Rémy 🅿️ (@remyaxelrod) January 23, 2025

What was the process for creating Jalen’s chain?

Hurts has purchased other jewelry from Etoile ever since they were first introduced through Eagles wide receiver A.J. Brown. However, the viral “Breed of One” chain was the first time that the quarterback approved for his piece to be shown on the jeweler’s social media.  “We almost had to argue about posting the chain. He’s not flashy like that. Out of the year, he probably wore that chain three times…” Etoile said.

The process of creating the chain started with Hurts simply sending over the quote — without giving a lot of context.  “Jalen won’t try to explain too much…We sat down [at his house], and he said to me, ‘I want you to come up with an over-the-circle design over the rectangular plate where it says that quote…We came up with a couple of different designs, and after he chose one, we put all the different shapes of diamonds because I didn’t want to make it just a regular piece with just regular diamonds…” he said.

What was the inspiration behind the chain?

When it comes to why Hurts specifically wanted his chain to say “Breed of One,” the jeweler provided some insight.  “He went through a lot of things when he was younger. He went to one of the best colleges, they put him on the bench, and then he had to go to another college.” Hurts started at the University of Alabama before transferring to the University of Oklahoma.  “He went through a lot of tough things, but he was able to make it to the NFL. Even when he made it to the NFL, though, he wasn’t in the top five of the draft. He always thought he was the best, and he proved everybody wrong,” said Gabriel.

For those unfamiliar with Hurts’ career, the Philadelphia Eagles drafted him in the second round of the 2020 NFL Draft with the 53rd overall pick. It was a controversial decision because the Eagles had already committed to Carson Wentz as their franchise quarterback. Five years later, Hurts led the Eagles to a Super Bowl victory and earned Super Bowl MVP honors—cementing his status as not just a starter, but a star.
What are your thoughts on the debates about rappers’ vs. athletes’ jewelry?

Etoile broke down exactly why some diamonds are dancing more than others.  “They have come out with man-made diamonds and they’re very inexpensive. A lot of the jewelers will make a chain with these diamonds that don’t cost anything, but they shine almost like [real] diamonds. They will say, ‘Wear my jewelry and shout me out.’ … Now the rapper is saying, ‘Why would we pay for jewelry if these guys are giving me free jewelry?’ But obviously, they are not giving you the best jewelry,” he explained.

Social media has been a major driver of the debate, with many crediting athletes for setting a new standard in custom ice. “When it comes to athletes, we know how much they’re making. You Google their name, and their contract is right there on the internet. But with rappers, you can search as much as you want, and it’s still unclear. People are starting to recognize the difference in quality through the videos they see online. That’s definitely worked in my favor,” Etoile said.

According to Etoile, while big rappers like Drake, Jay-Z, or Kendrick Lamar are most likely “paying for their jewelry and getting the best quality,” others are nowhere close to reaching the same level.

I never got the allure of bust down chains when rappers had em but something about the stones twinkling in the limelight on these athlete’s chains just hits different. https://t.co/TKxeGBkHSK

— the baldhead scalawag 🩶 (@bldhdscalawag) February 12, 2025

What’s the difference between lab-grown and natural diamonds?

While lab-grown diamonds can look nearly identical to natural ones, Etoile insists there’s still a significant difference in quality, value, and long-term appeal.  “During COVID, a lot of people got their hands on a lot of money,” Etoile said. “They went and bought things they couldn’t afford before—jewelry included. Three or four years later, the money’s gone, but they still want that lifestyle. So they turned to lab-grown diamonds.”

Unlike natural diamonds, which are formed deep within the earth under immense pressure over millions of years, lab-grown diamonds are created in controlled environments using advanced technology. While they share the same chemical makeup, the end result doesn’t hold the same prestige or resale value.  “It’s like having a Ferrari with a Honda engine,” he explained. “Once you try to trade your jewelry, there’s no value in a man-made diamond. For example, Hurts’ chain cost over $150,000. If you used lab-grown stones, maybe it wouldn’t look as good, but you’d only spend $30,000.”  Ultimately, he encourages clients to invest in the highest quality they can afford—and says he’s proud to have his work recognized among the best in the business.

 

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Aside from Jalen, what are some highlights of your work for other athletes?

With over 25 years of experience crafting diamond-encrusted dreams for athletes, Etoile has seen his fair share of wild moments—especially with NFL stars like Antonio Brown.  “Antonio and I are very close,” he said. “He’ll call you at four in the morning and say, ‘I need this piece done in five days.’ If you want to be the best, you pick up the phone and make it happen. And if you’ve got the right team, you will make it happen.”

One of the most complicated pieces Etoile has ever created came from just such a late-night call. In 2022, Brown requested a bee chain—with moving parts, mixed diamonds, and a strict 10-day deadline (it ended up costing $250,000).  “We did the bee with butterfly wings that could open. To make it 3D, we used different shapes of diamonds. It went crazy on Instagram,” he said. “Once we pulled that off in that time frame, I believed—God willing—we can do anything.”

As Etoile’s client list continues to grow—including a custom hyena chain for “San Francisco Hyena,” aka 49ers cornerback Deommodore Lenoir—there are still two dream names he hopes to add to his roster. But even if it never happens, he says he’s more than grateful for how far he’s come.  “Ronaldo and Messi… Ronaldo has almost a billion followers on Instagram. That’s the biggest of the biggest,” he said. “God gave me everything. I’ve accomplished it all—when it comes to work, when it comes to family. I came to America with no money, and now I have athletes from all over buying from me. If you told me 30 years ago this would happen, I would’ve laughed. But God makes miracles.”