Alex and Ani

The story of Alex and Ani is a captivating journey that began in 2004, rooted in family heritage and a vision to create meaningful, eco-conscious jewelry. Founded by Carolyn Rafaelian, the company's name itself is a tribute to her two daughters, Alex and Ani. The seeds of the brand were planted in a Cranston, Rhode Island factory established by Rafaelian's father in 1966. It was here that she learned the craft of jewelry making, inheriting a legacy of American-made craftsmanship. From its inception, Alex and Ani set out to do more than just adorn the body; the mission was to create pieces that would 'enlighten the mind, and empower the spirit.' This philosophy was embodied in their now-iconic expandable wire bangle, a patented design that allowed for a customizable and personal jewelry experience. The brand's early years were marked by steady growth, culminating in the opening of its first retail store in Newport, Rhode Island, in 2009. This was a significant step, moving from a wholesale model to a direct connection with its growing customer base.

The trajectory of Alex and Ani took a dramatic turn in 2010 with the arrival of CEO Giovanni Feroce. His ambitious expansion strategy propelled the company into a period of hyper-growth. Sales skyrocketed from $5 million in 2010 to over $500 million by 2016. This era saw the brand forge major partnerships with entities like the New England Patriots, Disney Parks, and the launch of their impactful 'Charity By Design' program, which donates a portion of sales to various non-profit organizations. However, this rapid expansion was not without its challenges. The company experienced significant executive turnover, including the departure of Feroce in 2014, followed by a succession of leaders. Founder Carolyn Rafaelian, who had once achieved billionaire status, eventually stepped down as CEO and later left the company she founded. The brand faced financial difficulties, culminating in a Chapter 11 bankruptcy filing in 2021. Emerging from this restructuring, Alex and Ani appointed Scott Burger, a seasoned executive with experience from Pandora, as its new CEO in early 2022. Under this new leadership, the company is focused on revitalizing the brand, optimizing its e-commerce presence, and continuing its commitment to creating meaningful, American-made jewelry that resonates with a new generation of consumers, all while staying true to its core principles of positive energy and empowerment.