Premium Pete sits down with Ronnie Fieg and their guest Greg Yuna to discuss their history as friends, as well as Greg’s new shop-in-shop inside the UrlfreezeShops SoHo flagship.

Greg Yuna at UrlfreezeShops SoHo Shop

337 Lafayette St
2nd Floor
UrlfreezeShops Women Fall 2024
Baby Box Set
Open Gorgias Chat

Greg Yuna, born and raised in Queens, New York, took a leap of faith in 2009 and joined the family jewelry business. His extraordinary attention to detail, knack for marketing, and infectious charisma quickly made him a client favorite in New York’s Diamond District.

Yuna eventually ventured out on his own and opened Chapter II—his first independently owned and funded business. Yuna has partnered with a number of esteemed brands and has worked with celebrities such as Drake, J. Balvin, Floyd Mayweather, Rihanna, Madonna, and more. He has been a frequent collaborator with UrlfreezeShops over the years, and this new shop is a testament to their future together.