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Submitted by on November 23, 2011 – 11:42 amNo Comment

Alex and Ani SoHo

By Heather Buchanan

Santa has a new stylish spot to load up on goodies for all the naughty and nice girls, and guys too.

Just in time for the holiday season, Alex and Ani opens a new store in SoHo.  First introduced to the brand at Bridgehampton Polo, we loved the luxury experience with affordable prices.  With flagship locations in Newport, Boston, Palm Beach, Martha’s Vineyard and Rhode Island, and carried in the finest stores you might be surprised to know that the average sale price point is $70.

Alex and Ani SoHo

More is more here where their famed bangle bar lets you customize with as few or as many as you would like.  And why do we love to shop for bangles?  Our wrists never have a “Do I look fat in it?” day.

But while some jewels reflect light away from their wearer, Alex and Ani is jewelry is designed to reflect inward.  Their mission statement is to design products that adorn the body, enlighten the mind, and empower the spirit.   Everyone can use some emotional protection these days but we know Kevlar just isn’t flattering so these decorative symbols can encourage peace, power, faith, and love.

Alex and Ani owner and designer Carolyn Rafaelian comes from a family of jewelers, continuing a valued tradition.  The family affair continues as the brand is named after her first two daughters.  Launched in 2004, the line is anchored by a patented signature expandable technology for the bangles, earrings, rings, and necklaces.

Owner and Designer Carolyn Rafaelian

Owner and Designer Carolyn Rafaelian

Carolyn comments on her journey, “This has been a dream in the making this last decade.  You know you’ve reached the pinnacle when you open a store in SoHo, especially no matter what the economy.”

CEO Giovanni Feroce helps guide the brand’s expansion and foray into its new SoHo location, “In New York City it’s hard to find space,” he notes, “But the culture in this company is, ‘When it feels right, it’s right.’   After we made the decision the Wall Street Journal declared West Broadway the new hot spot.”

As one of the fastest growing jewelry brands reaching as far as Europe, Alex and Ani is hitting a responsive retail chord.  Says Feroce, “People wear it for different reasons: it’s infused with positive energy technology, it’s eco-friendly, and it’s made in America.”  If we are going organic in terms of food and beauty products, why not adornments as well.

Carolyn keeps a deep focus on spirituality, believing one can infuse thought into material to recognize one’s power and unique essence in everyday wear.  She describes her process, “It’s organic when I start a design.  I ask what is the purpose and how do you connect, whether it’s with a season or an emotion.  Also this brand lets people express themselves.”

While we love the philosophy behind the brand we also have to admit – it’s just pretty.

Alex and Ani, 425 West Broadway, New York NY 646 484 5099

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