Alex and Ani

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Alex and Ani
IndustryJeweller and retailer
FounderCarolyn Rafaelian
Key people
Carolyn Rafaelian (Acting CEO)

Alex and Ani is an American retailer and producer of jewelry located in Cranston, Rhode Island.[1]


The firm was founded in 2004 by Carolyn Rafaelian. The name comes from a combination of the first names of Rafaelian's two daughters.[2] The company originally stated that they wanted to produce "bangle bracelets, necklaces, earrings and rings that adorn the body, enlighten the mind, and empower the spirit".[1] The company first manufactured its jewelry in a factory that was founded by Rafaelian's father in 1966[3] and all materials were made in America.[4]

The first retail Alex and Ani store opened in Newport in 2009,[3] and in addition to the stand-alone stores, the jewelry was sold through national departments stores.[5] In 2011, American retail company The Paper Store LLC invested over $10 million to build "shop within a shop" areas featuring the jewelry brand Alex and Ani in many of their stores.[6]

In 2010 Giovanni Feroce joined the company as CEO and drove the company's expansion, increasing the sales total for the year by more than 20 times its previous annual total.[3][7] In 2011, the company launched its Charity By Design program where 20% of sales go to charity.[8] It also partnered with the Newport Folk Festival and Newport Jazz Festival to create specialty charms for each ticket buyer of each festival.[9] In 2013 the company partnered with the New England Patriots and New England Revolution sports teams to provide sports-themed merchandise and uniforms.[10] That year the company also published Path of Life: Why I Wear My Alex and Ani, a book co-authored by Feroce and Alex and Ani corporate historian Cyd McKenna.[11]

The company’s revenue grew from $5 million in 2010 to over $500 million in 2016.[12] In 2012, the company acquired a majority stake in the advertising agency Mediapeel after becoming the firm's largest client,[13] changing the company name to Seven Swords Media.[3] Still in 2012, the firm opened its first European branded stores.[13] That year, JH Partners acquired a large stake in the firm, adding it to its lifestyle portfolio.[14] JH Partners cashed out in 2014, flipping the stake to Lion Capital, in a deal that valued the company at $1 billion.

In 2015, Harlan Kent became the new president of the company.[15] The company also expanded into Japan.[16] The company began a partnership with Disney Park, to provide jewelry for their souvenir stores.[17]

In 2016, founder Carolyn Rafaelian purchased original copper from the Statue of Liberty and the company launched the Liberty Copper Collection.[18][19] In 2017, Alex and Ani became the primary "presenting sponsor" of David Lynch's arts and music festival, the Festival of Disruption.[20]

At midnight on 14 January 2018, the company's Australian website was shut down, with a single-page message left behind claiming that as the company "strategically re-aligns its global distribution footprint, we have ceased our distribution efforts in the Australian and New Zealand markets".


The firm produces bangles, bracelets, necklaces, earrings, and rings.[21] The company first came to national attention in 2004 when they produced a necklace featuring an apple for Gwyneth Paltrow following the birth of her daughter Apple, leading to many orders of similar merchandise.[22][23]

The firm has begun collaborating with national organizations to create custom pieces and give a portion of proceeds to the respective charity.

A signature design feature of the company's products is the "patented sliding mechanism that replaces the traditional clasp, making each bracelet entirely adjustable" making it "one-size-fits-all".[24] Rafaelian patented the Alex and Ani 14-gauge wire bangle in 2004; one of about 30 patents the company now holds.


  • 2011 : 470th in the Inc. 500 list and 16th on their retail sector list[25]


  1. ^ a b "New Bedford-native named Mass. Small Business Person of Year". South Coast Today. March 23, 2012. Retrieved August 5, 2013.
  2. ^ "Alex and Ani in stock". The Independent. July 30, 2013. Retrieved August 5, 2013.
  3. ^ a b c d Leigh Buchanan (April 2013). "The Disciplined and the Divine: An Unlikely Partnership". Inc. Magazine. Retrieved August 5, 2013.
  4. ^ Chandra Johnson Greene (July 17, 2013). "Eco-friendly Alex and Ani Jewelry Store Opens in Westport". Weston Patch. Retrieved August 7, 2013.
  5. ^ "Alex and Ani to open in Miami-Dade: Lincoln Road and the Falls". The Real Deal.
  6. ^ O'Connor, Clare. "Bangle Billionaire: How Alex And Ani Founder Carolyn Rafaelian Built An American Jewelry Empire". Forbes.
  7. ^ Darlington, Abigail (August 24, 2014). "Alex and Ani's former CEO to debut new fashion label in Charleston". The Post and Courier. Charleston, South Carolina. Retrieved 2016-12-26.
  8. ^ "Alex And Ani Charity By Design Donates $20 Million in Four Years". 24 February 2015. Retrieved 1 August 2018.
  9. ^ "Alex and Ani Creates Limited Edition Charms for Newport". Go Local Prov. July 22, 2011. Retrieved August 5, 2013.
  10. ^ Paul Kenyon (July 27, 2013). "Training Camp Coverage". Providence Journal. Archived from the original on September 21, 2013. Retrieved August 5, 2013.
  11. ^ Totten, Laura Rossi (2013-04-08). "Earth Day Style: Eco-Friendly Alex and Ani's Positive Energy Accessories". Huffington Post. Retrieved 2018-08-14.
  12. ^ Luisa Kroll (1 June 2016). "From Sheryl Sandberg To Beyonce: The 60 Richest, Most Successful Self-Made Women In America". Retrieved 1 August 2018.
  13. ^ a b "Alex and Ani acquires Mediapeel". South Coast Today. April 20, 2012. Retrieved August 5, 2013.
  14. ^ Dana Mattioli (October 22, 2012). "Private Equity Firm JH Partners Buys Stake in Jeweler Alex & Ani". The Wall Street Journal. Retrieved August 7, 2013.
  15. ^ "Alex and Ani names president". NBC 10. May 18, 2015.
  16. ^ "チャームにポジティブな思いを宿して――私だけのエナジー・バングル。". 4 September 2015. Retrieved 1 August 2018.
  17. ^ "New Alex and Ani Wraps Coming to Disney Parks this Fall". 10 October 2015. Retrieved 1 August 2018.
  18. ^ Winnie Hu (19 October 2016). "Want an Old Piece of the Statue of Liberty? This Is the Man to See". Retrieved 1 August 2018.
  19. ^ "Lady Liberty, 130 Years Old and More Beautiful Than Ever". 27 October 2016. Retrieved 1 August 2018.
  20. ^ "Festival of Disruption". Retrieved June 20, 2016.
  21. ^ "Alex and Ani CEO Speaks at Bryant's World Trade Day Kickoff Event". Go Local Prov. June 15, 2011. Retrieved August 5, 2013.
  22. ^ Donna Freydkin (July 20, 2004). "Sweet sense of style for Apple Martin; Hot stuff". USA Today. Retrieved August 5, 2013.
  23. ^ Jessica Shaw (August 6, 2004). "Fruit Of The Womb". Entertainment Weekly. Retrieved August 5, 2013.
  24. ^ "Special fund for first-time buyers". The Independent. July 30, 2013. Retrieved August 5, 2013.
  25. ^ "Alex and Ani Named One of America's Fastest-Growing Companies". Go Local Prov. August 25, 2011. Retrieved August 5, 2013.

Coordinates: 41°45′19.4″N 71°27′31.0″W / 41.755389°N 71.458611°W / 41.755389; -71.458611