National Jeweler Network

Market Developments

Alex and Ani named a ‘brand to watch’

By Hannah Connorton

July 08, 2014

New York--Fast-growing jewelry company Alex and Ani has been included in Brand Innovators’ “Made in America: Top 10 Brands to Watch,” a list that spotlights businesses that have established themselves in a demanding consumer marketplace.

The companies included in the list, published for the second time this year, were selected based on criteria including consumer adoption, media buzz and awareness, the ability to create brand equity and overall innovation in brand marketing through products made in the United States.

“Alex and Ani is pioneering its own definition of corporate consciousness, creating high-quality, thoughtfully manufactured jewelry through sustainable initiatives and mindful actions,” New York-based Brand Innovators said. “All pieces are handcrafted in America, where Alex and Ani retail stores are purposefully located on main streets to encourage growth in local economies.”

CEO and Creative Director Carolyn Rafaelian founded Alex and Ani, which is headquartered in Cranston, R.I., in 2003. 

Well known for its popular bangles and bracelets, Alex and Ani places emphasis on its eco-friendly, made-in-America manufacturing, as well as corporate consciousness and charity. The company has linked itself to large and patriotic collaborations, including a partnership with the U.S. Olympic Committee earlier this year where the sale of its Olympic-themed bangles benefitted the funding of U.S. Olympic and Paralympic athletes and hopefuls. 

Alex and Ani also has been recognized for its increasing success and strong presence in the jewelry industry and American marketplace in general. The brand was identified as one of America’s fastest-growing private companies in Inc. Magazine’s 2013 500|5000 list, after its revenue skyrocketed from $2.2 million in 2009 to $80 million in 2012. 

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Up-to-date marketing technology also has been utilized by the brand, as they introduced Swirl Networks’ iBeacon platform in more than 30 of its stores in early 2014 to deliver highly targeted, store-specific mobile marketing to consumers who physically are in an Alex and Ani store, when consumers are most engaged and primed to spend.

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Last year, Brand Innovations’ list of “Made in America: 25 Brands to Watch,” included Detroit-based watch brand Shinola, which also produces bicycles and leather goods. The companies comprising the 2013 list were held to the same criteria as this year’s businesses to watch.

Brand Innovators, a 3-year-old company with offices in New York and Los Angeles, holds summits that provide brand marketing and media professionals with best practices, case studies and proof points, demonstrating how “best of breed” brands leverage electronic media. A list of events can be found here.