Our free email updates are the best way to get headlines direct to your inbox Our free email updates are the best way to get headlines direct to your inbox A young entrepreneur from Coventry who decided to 'get out of the rat race' has built a custom jewellery business that has attracted influencers, athletes, and rappers. Feras El Sawi, 27, from Tile Hill, owns Fairuz Jewellery, which he started in 2021. Feras initially started selling chains as a hobby and then built his skills and experience to work with various metals and diamonds. He aims to create a similar vibe to Birmingham's Jewellery Quarter in Coventry, as the city has a vast history within the jewellery business, which has now 'disappeared'. Speaking to CoventryLive, Feras said, "I started this business to escape the typical 9-to-5 corporate life. Coventry has lost its history with jewellery, so I wanted to create something to bring that back for people to enjoy." Read more: Plan for free community football group in 'lovely area' of Coventry where 'there's not a lot' for kids He said the most popular custom jewellery item he makes is Grillz, a mouth accessory worn over one or more teeth for aesthetic purposes. It is often made of gold, silver, diamonds, or other precious metals. Grillz has gained popularity in hip-hop culture, with city rapper Pa Saleiu wearing Feras' jewellery in his music videos. "You can get different types of designs on the Grillz and have customised name pendants. Your imagination is your limit. I'd say the jewellery I make is for those who want to add a touch of affluence to their life, whether it's for a special occasion or a party, it's for those who want to stand out from everyone else." Feras started from home in his family's garage, where people would come to him for custom projects. He describes himself as a 'mobile jeweller' as he still does all the work from his own place, where people message him about certain pieces of jewellery they want made. However, it hasn't always been easy for Feras since he was diagnosed with a medical condition five months ago. "I was diagnosed with a blood clot in the brain, so I wasn't able to pursue the journey as I wanted to as I was on lots of medication, and also now have a lifelong type migraine. But I am at the stage of getting back to my feet and remaining optimistic and positive on my vision." As a mobile jeweller, Feras explained that customer service is key: "When a customer messages, I usually go to them wherever they are. I have even flown out to clients, too. I take their details on what they want, take a mould if it's for Grillz, sort the paperwork and start the process, and the work speaks for itself. It's important to create a bond between one another." He says that for those who are young and want to start a business, it's important to 'start now' and 'don't wait'. "You will make mistakes along the way. I put in a lot of money and effort, working until late at night, but I have to stay resilient. I now have a vision in mind and have reached the stage where I have crafted my skills. It's now just about scaling the idea." Feras aims to have his own shop in the city centre one day and also teach people how to make jewellery: "I don't want it to be just a jewellery shop, but also a place where I can teach and educate students about diamonds from casting, waxing, and diamond setting. My skills have to be passed down one day, so I want to inspire others that if I can do it, they can." Feras hopes to build his business in Coventry and eventually venture out to Birmingham and other cities around the UK in the future. For more information about Fairuz Jewellery, visit his Instagram page @fairuzjewellery.