Johnny Dang: Secrets to Building a Billion-Dollar Jewelry Brand | DSH #1547

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Just fire another guy who worked for me for five years, making good money.

But suddenly, one day, bank called me and said the customer went to the bank and tried to wire transfer to buy jewelry.

So, the bank, the banker asked him what company's name.

They said Jonathan Cole.

So, the bank called me.

That made me found out.

And then I traced back all his order.

So, he was doing it for a while.

A while, 100,000.

All right, guys, in Houston with a legend, Johnny Dang.

Let's go.

Yes, sir.

How are you doing, man?

Man, you just dropped up with the baby.

Just got it.

Man, I tried to get an appointment with him 10:30, so I knocked out on time.

But you know, he's been

forever, but it's good, you know.

What do you think?

He buys, he got so much, so many of these jewelry, like three more necklaces, bracelets, brand new diamond green grills.

You've been crushing it.

What's been selling well for you lately?

That's a lot of different stuff.

So the grills are grills and the custom jewelries and makeup of rings, necklace.

Because

next week, he'll be back on the tour.

That's why he got ready, buy a brand new set of jewelry for the tour.

Yeah.

It's great.

Houston's popping, man.

There's a lot of people out here.

Yeah,

I can see why you live here.

A lot of good business out there.

A lot of the city.

I love it.

Nice.

Yeah, you've been here for a while, right?

Yeah, Shinna came straight from Vietnam.

Crazy.

Yeah.

The Vietnamese food is over 25 years.

25 years.

The Vietnamese food is good out here, I heard.

Hi.

This is a good drive five minutes away from Vietnamese neighborhoods.

Yeah.

Yeah.

You got to take me there next time.

I know.

Let's go.

100%.

For sure.

You still in crypto?

You still big in crypto?

Bitcoin?

Yeah, yeah.

Big.

I love it.

In crypto.

Up and down.

Make good money on Bitcoin.

Yeah.

I'm sure a lot of people pay you in crypto.

Bitcoin's at 111,000.

That's...

make a lot of my customers spend money so easily and good, you know?

Yeah.

Because they make money on crypto and Bitcoin.

It's insane.

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Oh, couple guy, man.

He bought us.

Sin is so low.

I'm talking about a couple of dollars.

I dude's a billionaire, though.

Crazy, yeah.

That's why they spend money in like nothing.

What's the most money someone spent on you at the store?

On the crypto?

Yeah.

I don't want to tell exactly the number, you know what I'm saying?

But it's a lot.

Yeah.

A lot.

Yeah.

Damn.

I'm surprised man, you'd be surprised, a couple of like young college.

It looks like college kids, but came in with a thick ass wallet full of crypto, you know?

that's, but also the most benefit I like on crypto because

fast transaction.

Yeah, super fast.

Super fast.

When you pay crypto, they send done, they pick up much and I ain't gone.

It's a young man's game, crypto.

Yeah.

A lot of changes.

Like most of security now is why trying beside crypto, why trying for definite cash, no good.

Yeah.

And a check is worse.

You don't like taking checks?

I do, but a lot of people, like the real people, they willing to pay, wait to get clear from the bank.

But I just got the guy tried to come in, spend $239,000 with the cash check.

But it's scam.

It's fake cash check.

Yeah, that's crazy how it is.

You know, cash check, you have to go to the bank.

Yeah, yeah.

Cash it out from your you know, get the check from the bank.

I mean, it's almost like why showing for us?

That's how crazy they make it look exact.

But I've been in the business for so long, so I knew it.

I said, Hey, you have to wait until it's been clear.

They said, No problem, it's cool.

I can wait until a week later.

It's bowl.

Wow.

Fake cashier check.

That's a clever one.

Exactly.

That's crazy.

Yeah, because usually cashiers are the best.

Crypto, you can't really scam, I guess, right?

Right, right.

I guess you can get scammed in crypto, though.

Really?

Yeah.

You can lose your wallet okay you click the wrong link i know but that that's not on the the people who hold it though yeah 100 but when they send it correctly it's just hard

damn fake cashier check i gotta look out for that one i got hit with a fake wire scam once oh really yeah fake banking app

even why

How can they scam on the wire?

They clone the Chase app and they show you they're sending a wire in front of your face.

But it still shows pending though.

Yeah, it says pending.

Oh, yeah, yeah.

But I gave them the product before the wire hit.

Right.

So that was on me.

Okay.

Yeah, most of the time, I don't release a product until they clear.

Even pending, man, we don't trust.

Of course, that's a regular customer, you know?

Yeah.

But I do a lot with like rapper.

And a lot of celebrity, they good.

Yeah, yeah, they're good for it.

You can expand to other cities.

You're going to make stores in other cities.

No, I try.

Sticking with Houston.

Stick with Houston.

That's home-based.

I'm thinking to do Miami, but it's too much to manage.

To run a business, man, management is tough.

It had dates.

Yeah, because you're the face of the business.

People want to deal with you, right?

That's one other thing, but also the trust employee is very tough.

I have so many employees that I train him from the beginning, get in there, work nice couple years,

start stealing.

Damn.

Yeah, I just fired another guy.

He's Chinese.

They want a Chinese guy.

He's been with me for, he worked for me for five years,

making good money.

But suddenly,

one day I found out that

lucky the bank had me

because

the bank called me and said the customer went to the bank and tried to transfer to buy jewelry.

So the bank, the banker asked him, what company name?

They said, Jonathan Cole.

And the banker said, why you why to use his name is Su Xing?

He's Chinese.

I see Su Xin something I didn't expect his name right

so the bank can say why you watch to his business instead of why to Jonathan and co

so the bank called me that make me found out and then I traced back all his order

damn so he was doing it for a while a while

it's probably tempting because they're sitting in your store there's tens of millions of dollars of jewelry everywhere They might think they could steal one real quick, you know?

They wanted to quick and five here, ten there.

Yeah, so you got it.

30,000.

You got to track your inventory and be on top of it.

Yeah, of course, that's what we do, but on top of customer, too, you know.

So they just like it's so many, like I say, trusting employees is very tough at most head days, yeah.

Especially in Miami, a lot of the scammers out there that'd be tough to pull off.

I know,

shit, man.

So many ways, man, in the

in jury industry, so many ways that they'd be able to not only customer stealing

employee like not just district yeah

employee that's a tough damn so you got to be constantly looking over your shoulder huh right because most of them were the train and of course i have check background they've been working for a couple of years doing well and then the second problem

they thinking when they deal with me

And of course, I cannot handle everything, right?

So I have to transfer them to celebrity, couple of VIB customers.

And when they deal with a couple of rappers, they thinking they can be like me.

Open another jewelry shop, do exactly what I'm doing, like real cut-to-meg, and thinking they can deal with the rappers.

Guess what?

They fail right away, like a couple of months, maximum, sometimes don't even last three, four months.

Yeah.

Because of course a rapper, the reason all the rappers deal with them, because sometimes I'm too busy.

I couldn't handle it.

Let's say delivery juries, of course.

Like one, I could not be able to deliver to everyone, so I can send the employee there, you know.

Yeah, but actually,

they don't work for me no more.

Nobody's going to deal with them.

Yeah, that's the thing they don't realize.

They don't recognize that.

I say, oh, yeah, I can be Johnny Dang.

I can make Shane Jewelry.

I can make crew.

That's crazy, man.

Do you hire them again or do you cut that bridge?

Oh, no.

You don't ever talk to them?

Never.

Yeah.

Damn.

Yeah, because they need the plug.

They need, they don't have the.

Exactly.

So when they work, like I said, when it worked for me, they got easy communication with a rapper.

They're thinking, shit, I can go out and do the same by myself.

But business is not that simple.

You've been building those relationships for decades.

Right?

These people trust you.

Right.

That's what I'm saying.

It had to be to run a success business.

Trust is very important.

The most important.

Once you break trust, it's hard to do business ever again, right?

Yeah.

Because if you do this one for the customer, it's spread it out.

When you do bad business, man, that's

spread out so quick and fast.

These days, especially.

Social media.

Right.

Yeah.

Back then, before social media, it still mattered.

But now it's like amplified.

If you scam someone, the whole world knows the next step.

So quick.

Yeah.

Damn.

Tough problems to deal with.

What's the main focus for you this year, though?

You got anything big planned?

um

focus a lot more in the sending of my jewelry create a lot of custom design business i of course my investment i do i do a couple more investment because i plan to retire soon real estate or no i bought a nail salon oh no stay a couple of but that's in the minor you know i'm still the most focused in jewelry business you really think you're gonna retire soon hell yeah man you're sick of it

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It is sick of red, but I want to be like

retire when I still have energy to travel, to play God,

spend time with my family, you know?

Yeah.

So that's.

I don't know if I'll ever retire.

I love working, bro.

Me, Mary, trust me.

Everyone loves it.

Yeah, yeah.

I've been working for

so hard for a long time.

But I'm not retired.

I don't want to work until like.

I don't want to retire until I have no energy to travel, to enjoy the money I make.

Right.

Right.

So that's a.

That's why I tell people to spend money on the way up too.

Don't save it all until you're 70 or 80 and you can't even walk.

But you cannot spend two months because you might be broke in the middle.

You've seen a lot of that, I bet.

Yeah, I see a lot of that.

When a lot of my young mentality thinking, man, I have to explain because I'm enjoying life.

But of course, you have to save it because you might, you don't know.

what's going on tomorrow.

Yep.

You might be broke like

you've seen probably a ton of rappers come and go over your years.

Right.

Rappers and hip-hop artists, right?

Exactly.

Because a lot of them have a short life cycle.

You're right.

You know.

Yeah.

Especially these days.

I feel like you have a lot of older clients that have been around for a while too, but the new rappers don't last too long.

It doesn't.

Yeah.

A few years.

A few years.

And a couple songs.

That's what I'd say.

Because

I don't know.

That's that totally different business.

But consistency, I think that's the point.

100%.

Yeah, because they i guess i can see a lot of young rappers have a few hidden songs just blow up start cracking start thinking they are like the best superstar like

losing focus in working right you know just spend money enjoy their life

and

that's that's how they they're going down yeah they're so young they can't handle the instant fame and the instant money and all that instead of the big big money business show business yeah i know you got a you're working on a watch collab right with grandeur hell yeah let's get up

right now oh you have one

grandeur but i can't wait to see yours i love watches man i know i can't wait he's uh the good thing he got a manufacturer in vietnam oh that's where i'm from that's why when i heard about that i'm so excited because maybe in vietnam will be the best i've got a movement still swiss moment yeah the maintenance designs so i'm expecting it's coming soon one of the very popular ones.

Let's go.

Stay tuned, guys.

Yeah.

You still go to Vietnam?

You still travel there a lot?

Travel.

Yeah.

You know, mother home,

motherland.

So, because I was growing up in Vietnam.

I came here

when I was 23 years old.

Wow.

So still a lot of friends, memory back home, you know.

How's it over there right now?

Are they doing well?

They're doing well.

Young generation, they're very big in crypto.

You see, really?

Yeah.

Wow.

Vietnamese is Vietnam is one of the fast-growing crypto in there.

I don't know where

those young kids get money to

train buying,

but they're very big in there.

Did you always want to come to America when you were a kid in Vietnam?

Of course.

We call it American Dream.

When it was a kid, it's American Dream.

And

of course,

we didn't have a chance to know a lot of

you know, American about American

because when it was childhood, we don't have a, of course, social media definitely know.

Yeah.

I'm living in a condition when I was childhood in no power, no electricity.

So, radio, that's the only one

we can have information from radio.

Wow.

But of course, we don't, TV don't even think about that.

You didn't have a TV?

No.

No.

Not back then.

Holy crap.

Yeah.

So we just hear about American on radio.

That's it.

We barely.

That's crazy.

Humble beginnings, man.

I know.

You've come a long way.

That's cool.

How did you blow up on social media?

Was that planned or did it come out of nowhere?

It's come out of nowhere.

Really?

Yeah.

It just,

I think I got a little bit lucky when I got in a little bit early.

Compared with another jeweler, it's not a regular one because I started with social media when they...

They have MySpace.

I don't know if you know.

I heard of them.

I was on Facebook first, but that was before Facebook.

They they were way before they super real popular before Facebook like

compare MySpace with Facebook like totally different

yeah yeah I heard of Facebook came out to over so quick it's crazy that business

social media now tick tocks the new Facebook oh yeah you know there's always one every like 10 15 years I feel like that just pops off right

so what was the first video that went viral though was it was it you and a celebrity

uh me and celebrity because i got uh invited by candra can right he had no good friends so he happened to have a the party in the playboy mansion

so she invited me to go there damn you went to a playboy party three times let's go

that's legendary that's funny i never got to experience that i went to a dam bazarian party i guess he's like the modern day playboy uh modern right i don't know have you heard of him i i never dan bazarian oh i follow him i saw a lot of his videos.

Yeah.

Damn, Playboy.

You saw some shit at that party of that.

Yeah.

Oh, that's dope, man.

Yeah, now you got tens of millions of followers.

Crazy.

Built the whole empire off it.

Social media, right?

Social media is right.

So, yeah, that's that video that went there with Canada.

I go very viral.

But then MySpado.

Back then, that the only big, that's one of the biggest

forms.

Yeah.

And then after that, you went viral for the grills, grills, right?

The grill.

After that, we do Instagram and then Facebook.

Were you the first person selling those grills?

Or one of the first?

Power.

Yeah.

Talk about rapper.

Because back then, when I started, I started for local, right?

So I did for Pawa

and

Camillionaire, Mike John, so local rapper.

But

Paul, he was a DJ instead of rapper.

And then we have a good relationship.

So he become my kind of partner and kind of life spokesperson.

Yeah.

So that's what transferred me to the rapper.

I love it.

Yeah.

And Paul be on the he's

popular in like 2002, 2000 to 2005.

So that's his most popular time.

Yeah.

So he was on the tour.

So he took me with him

to to be on the tour.

Wow.

So you got to travel the country.

Travel the country and And worldwide.

Because I got a chance to travel with Paul, go to Europe.

We went all the way to Africa.

Damn.

We went to Sierra Leone.

Holy crap.

Yeah.

That's awesome, man.

That's fun.

Shout out to him.

You still working with him?

Yeah, yeah.

Nice.

Still working with Paul.

He's in Houston?

In Houston.

Nice.

Man, you've done a lot, dude.

I can see why you want to retire now.

You've been working your ass off for like 30, 40 years.

Yeah.

Makes sense, dude.

You're in a lot of hip-hop songs.

You're mentioned in a lot of songs.

Yeah.

Which one is your favorite one?

A lot of every song.

Be honest, man.

Everyone in my favor.

But the most is Travis Scott.

Travis Scott put me on the song.

Man, that's your go like worldwide crazy.

Which song was that?

Fiend.

Fiend.

I probably heard it.

Fiend, Fiend, and Shannon Dang.

I don't know.

He should put my name in the very beginning of the song.

But I think it's nothing related to the song, though.

Oh, really?

Yeah.

But that's the

real popular song.

Did a lot of people hit you up after that song came out?

Hell yeah.

Yeah.

And Don Talavan,

I know the

Travis Scott artist.

He just did new album and he put me on the song too.

Dang.

Yeah.

When are you going to wrap a song?

I have one last song.

Yeah.

Oh, no.

And then recently the most popular song, like Mexican OT,

he named the song like Johnny Dang.

That's crazy.

That's dope.

So he featured with Paul Wall.

So when Paul told me, like, hey, Mexican OT have a name under your name, Johnny Dang, I said, what?

He talks anything about me?

I said, no, but he got the name on Johnny Dang.

So fun.

And then we did the whole video, everything at the shop.

That's crazy.

That's crazy.

Yeah.

I saw you were with Shaq the other day.

What did he pick up off you?

Shaquille O'Neal.

Shaquille O'Neal?

Yeah.

He bought, Shaq bought a lot of grill.

Grills?

Yeah.

Shaq wears grills.

Hell yeah.

He got like three, four set.

I think it just bought it for fun.

I never seen him wear on TV.

I told him, you need to wear that on TV one day.

He might losses, but he bought like two, three, four sets.

He went to the shop.

He bought something out that day.

And he tried to

the necklace.

Yeah.

Let's go.

He tried to steal it.

Oh, he tried to steal it.

Shout out to Shaq, man.

Legend.

I just scared of people.

It's just a setup for fun.

Yeah.

And people believe it.

Social media is so crazy, man.

They say,

Shaq tried to steal your necklace.

They say, man, you crazy.

People believe anything on social media.

I know.

I say, man, you don't see that a setup for fun.

Especially if it's negative.

He'll believe it even more.

Yeah, they believe that more.

I'm surprised.

I say, well, how stupid people think it like to kill me try to steal.

Social media, people love drama.

So they want to see fights.

They want to see stealing.

They want to see all that stuff.

exactly.

You know, they want to see artists getting robbed or jumped, just sucks.

That's it, a problem, yeah.

It's a problem.

That's why

my employees, you know, I

sometimes just say, Man, you need to move more like talking chass, more negative stuff, talking bad about all that.

My employees stole from me, like exposed them.

That's get a lot of attention in you.

I say, that's not my style.

And that's, I don't like, I don't like that attention.

Yeah.

I'd rather just do my thing keep doing the job and you know treat the customer well yeah because sometimes once once in a while i have a couple negative video they're gonna be go crazy yep and that's why people keep making them because they see that they see that that's the best side of it yeah you know i say that's stupid yeah i'm the same though i believe in karma

i want to put out good energy i don't want to be fueling drama or anything yeah yeah um what was it like hanging with kanye he's bought a lot of of stuff from you over the years right he not to be honest not a lot but i only have you mean kenya warrants yeah

i have like

three times i have a chance to meet only three times first one they did a grill for him yeah and um

we went to he's supposed to went to si alion with us

power war because uh vs one they did the whole documentaries.

We have a meeting for the plan, but last minute he couldn't make it.

And then I met him a couple times it's cool super fun yeah he's one of the most interesting artists i've ever seen nice very misunderstood right

very yeah yeah um post malone he's picked up some stuff off you yeah a lot yeah i love started the post malon grill couple piece i have a chance to play uh

beer bong beer pong yeah yeah did you win Hell yeah

He's good at beer pong.

He's very good of it.

So you and him were on the same team or one-on-one?

One-on-one.

And you beat him?

No, just kidding.

I miss it though.

Because he played every day.

Every time he would have a show here, and I went to his show back on the backstage, I saw the setup.

Keep playing this.

He started a beer pong league.

I know, he knew that.

Yeah, I remember.

He would have beer bomb.

I said, man, that's a real big ball beer bomb.

Yeah.

Shout out to Puzzle Malone, dude.

He's fun.

Yeah.

He's a nice man.

He's drinking a lot, though.

Yeah.

And smoke.

He can smoke a lot.

Yeah.

Hell yeah.

Point Malone.

You can smoke a lot too?

Hell no.

You don't smoke?

No.

Yeah, I don't smoke.

But you can see him on the stage smoking cigarette.

I say, damn, man.

Damn.

Not bad.

How do you do that and sing at the same time?

I know.

That must hurt.

It's weird.

But especially like

Puss Malone level.

Yeah.

You know?

Yeah.

He's at the top.

Yeah, the top.

What's your most memorable piece of jewelry you designed someone that you

remember?

A lot.

The one that I like the most, it's not really much but different look i did for uh floor may weather

shout out to floor may weather

so much jewelry he's in vegas

and uh i make for him one of the biggest diamond necklace three and a half kilo

actually about three kilo three kilos seven pound holy i don't know how many pounds system system pound heavy and 300 kilo diamond it's heavy geez that's one of my favorite necklaces how much how long did that take to make we took me like i don't remember like six weeks holy crap because i have a full production in house if you don't have full production regular it take like two three months geez because you know every single link is so big yeah regular my machine can cast like half a kilo

every part but the link is so big so we have to cast like every just every few links and connect together that's the same that is fun is it's this shout out to floyd he might have the best set and uh ricky ross i make a lot of nice jewelry for Rick Ross.

I like his.

And Travis.

Like, every single piece have a different, beautiful look, you know?

Yeah.

But it really was my most favorite.

You love the girls, bro.

Yeah.

I'm surprised you didn't wear one today.

I have one in my pocket.

You got one in your pocket?

Yeah, yeah.

How do you keep it?

I have a very good, nice box, but this is convenient for me.

You know, every day I should put it on the pass.

Damn.

Snap it up.

God ass.

Yeah, I have a diamond press list.

Holy,

I just wear it up sometime, you know.

Man's got a million dollars on him right now.

Yeah, not really.

How much does that grill cost?

30,000.

Damn, they gotta have the top and bottom.

Okay, so the bottom is 15, yeah.

But the

most grill I did create lately because they caught a they call it honey.

I call honeymoon set.

Yeah, it's diamond almost uh Keras.

Holy shit!

But it costs like 100,000.

Jeez, yeah, you sell the lab diamonds yet or not?

All natural?

You don't like that shit?

Natural.

I don't know.

It's lap diamond.

It's tough.

It's changing the game.

It messed up diamond a lot.

It lowered your prices, right?

Lower a lot

on the price.

But I'm lucky in the hip-hop business, in the rapper.

Yeah.

So they don't believe in lab.

They still thinking that they're fake.

But you be honest, it's not a big differen.

You cannot tell the difference between lap diamond and natural diamond.

but you know rich people when they got the money they still represent yeah and wear a natural diamond uh they have two sides of business

the best side is they so cheap they take it over

and you cannot even tell

but also the good side they make the natural diamond price drop

so the natural diamond drop like 20-30%.

So, you know, all my customer, all my clients, they want natural diamond.

So the price helped them a lot too.

Yeah.

I like, I can't tell the difference, but I feel like I like natural more.

You know what I mean?

Yeah.

It's just.

They got that represent for the values.

Yeah.

The price, you know, princess meta.

I just like natural.

Like, it comes from the earth.

Like, you know what I mean?

I like gold.

I love gold.

Gold has been going up a lot.

Crazy.

Since you first started, it's gone up.

How many?

10 times.

10 times?

Yeah.

When I started, it's like 350.

Holy crap.

So, if you just held it back then, you'd be up 10x.

Hell yeah,

too easy, but no one and right now, yeah, no one knows that is, but the gold price goes crazy, especially when if you pay attention, whenever they have a war happen around

the world, the gold price coming up.

Well, there's another one starting right now, so I know.

Wow, that's what the price-that's why they predict the price might

be over $3,500

an ounce.

Can you even make money when it's that high?

That's a lot.

It's tough.

It's tough, right?

Way less profits.

Damn.

Because right now,

like I say, the regular average customer, they spend less.

You know, a lot of less than $100.

Yeah, I feel like people don't have as much money right now.

Like, we might be in a recession coming up.

Right.

You know,

yeah, we'll see though.

Well, dude, where can people keep up with you, find you, and buy some stuff off you?

Yeah.

Where can people find you?

Most of my social media or my web, I do a lot of, I do very well on a website.

Like

my website, like Jonathanco.com.

And of course, they can find me on Jonathan and Co.

That

like my

Instagram, Facebook, YouTube.

We got the same name.

Thanks for coming on, brother.

Good seeing you.

Thank you for checking them out, guys.

Having me.

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