For Gabriel Etoile (AKA Gabriel the Jeweler), every chain tells a story. However, none have meant quite as much as the one he recently created for Cristiano Ronaldo. Gabriel is known for designing viral custom pieces—most famously the “Breed of One” chain for Eagles QB Jalen Hurts. That piece alone sparked a heated debate over whether athletes are now outshining rappers in the jewelry game. Now, he’s landed his dream client: one of the most iconic figures in global sports history.
What makes it special isn’t just the flex of working with Ronaldo—it’s the shared values behind the piece. Both come from worlds built on discipline, pride, and legacy. For Gabriel, a French-born jeweler raised in a soccer-obsessed household, this one wasn’t just business. It was personal. With Ronaldo fresh off winning his second UEFA Nations League title with Portugal, the timing couldn’t have been more perfect.
For a jeweler who treats every piece like a story, this one was a full-circle moment—bridging sport, culture, and generational greatness.
What did securing Ronaldo as a client mean for you?
In Europe, soccer isn’t just a sport—it’s a way of life. The numbers prove it: during the 2023/2024 season, over 229 million fans attended matches across the continent, according to the Union of European Football Associations. For someone born in France, getting the chance to design a chain for one of the greatest players to ever step foot on the field is more than just a job—it’s a career highlight for.
“…To us, soccer is everything. It’s as big as football, maybe even bigger than football in America. Me, my kids, my whole family, my culture, my community…all we watch is soccer,” Gabriel said. “Even in America, people might not know much about soccer, but they know Cristiano Ronaldo. For my kids and for me, he’s the GOAT. It’s truly an honor for me to make something for this type of athlete,” he said.
What inspired the design for Ronaldo’s chain?
The inspiration behind Ronaldo’s chain started with his roots—literally. Gabriel based the design around one of Portugal’s most iconic symbols: the Portuguese cross.
“When you’re born in Portugal, soccer is everything—there are a lot of national games. Ronaldo is proud of where he’s from, and Portugal has its own unique cross. I took that shape and added different-shaped diamonds to it,” Gabriel explained. “I didn’t change the design itself—I just elevated it. Kept it classy, but gave it my own spin.”
In the U.S., bigger usually means better—especially in jewelry. And while that’s “great for business,” as Gabriel puts it, European taste hits a little different. “Cristiano’s not shy—he loves flashy things. But in Europe, especially with soccer players, the vibe is more refined. They still want luxury, just not loud,” he said.
The solution? Go big on diamonds, not size. Gabriel used large pear, round, and marquise-cut stones to make the chain pop—without making it oversized.
“We didn’t flood it with tiny diamonds. We used fewer, bigger stones—including a heart-shaped one in the center. That keeps it elegant, but anyone who knows jewelry knows big stones cost way more. And of course, everything’s natural diamonds. No man-made. Not for someone like Ronaldo,” he said.
Beyond the diamonds, what does this piece represent?
Like any creation from Gabriel, the design also tells a story—not just about Ronaldo’s style, but his journey.
“He’s been the best in the world for nearly 20 years. He played in England for Manchester United, then Spain for Real Madrid, then Italy, and now Saudi Arabia. But no matter where he’s been, he never forgot Portugal,” Gabriel said. “Even with all those club wins, the national team is where his heart is. That’s what this piece represents.”
What impact has this piece had on your business?
Social media has made it easier than ever for the world to see Gabriel’s work. He’s already designed custom pieces for NFL stars like Saquon Barkley and Odell Beckham Jr., but doing a chain for Ronaldo—the most followed person on Instagram with 656 million followers—puts him on a whole new stage.
“Everybody knows Cristiano Ronaldo,” Gabriel said. “He can’t even walk the streets in the U.S., and that’s rare for a soccer player here. But that’s why you want to do business with someone like him. If he’s the most followed, that means he gives you the most visibility. So getting the opportunity to make something for him was an honor and a privilege. There are a lot of jewelers out there, being able to do this was like a dream come true.”
Even his other A-list clients felt the impact. Turns out, no matter how famous you are, Ronaldo still moves the needle.
“Most of what I do is for football players, right? And usually, they don’t care what I make for other athletes” Gabriel said. “But with Cristiano, it was different—these guys are also fans. I’m talking about some of the biggest names in [the NFL]. When I showed Saquon the piece, he was like, ‘Oh wow.’ I showed Odell, Aaron Donald, A.J. Brown… even they got excited.”
