The name Carolyn Rafaelian is on the rise. Even if her name doesn’t sound familiar, most women and young girls recognize or wear the jewelry brand Rafaelian launched 10 years ago. Alex and Ani, based in Rhode Island, is smart, simple, eco-friendly with relatable designs at every price point.
The success of Alex and Ani is threefold: There’s Rafaelian; she is the essence behind the jewelry company. There is the expandable bangle concept, which fits every woman, and lastly, there are price points and design options for every style and budget.
Rafaelian is no stranger to the jewelry industry. She grew up in the business; her father opened a factory in 1966. “Early on, my summers were spent helping my father, which eventually led to designing my own pieces,” said Rafaelian.
The family connection continues. Rafaelian has three daughters, Alex, Ani and Alivia. “It wasn’t until my first two daughters, Alex and Ani, were born that I decided I wanted to leave a legacy for them. Stemming from a family tradition, it was my destiny to become a jewelry designer. The eco-friendly concept along with the products being completely made in America went hand and hand with the designs.”
Alex and Ani are in college. Alivia is in middle school. One day they will join their mother and help launch Alex and Ani into a new stratosphere. For now, they help in their own way. “Family has and will always be a continuous source of inspiration for our designs at Alex and Ani. My inspirations and aspirations for our brand stem from my family and my heart. I am truly inspired by my daughters’ spirit and energy.”
Alex and Ani was founded prior to the cusp of the green movement. The company is one of the last jewelry manufacturers in the United States that does not import product. Each piece made from recycled materials purchased from local Rhode Island mills and is made in the United States. “It’s important that we continue to produce everything here in the U.S.A. because we adhere to higher environmental standards and rules for waste management and chemical disposal compared to other countries.”
Every year Inc magazine compiles a list of the fasting-growing companies in America. The 2013 Inc 500 | Inc 5000 edition listed Alex and Alex at number 94. This summer Rafaelian and Alex and Ani CEO Giovanni Feroce spoke at the University of Rhode Island’s commencement exercises. The company also gives back through Charity by Design, the humanitarian branch of Alex and Ani, which offers specially created designs for nonprofits such as Living Water, Because I Am a Girl, Arms of Strength and more to help empower the nonprofits.
The expandable wire bangle launched a world of possibility. The one-size-fits-all concept is the ideal bangle that expands and fits everyone. “I love that women come in all shapes and sizes, so I created these bangles with women in mind,” said Rafaelian.
Through the concept, Alex and Ani is able to offer dozens of design options. Customers can purchase a single bangle with a meaningful design, or an entire collection based on themes—armed forces, birth stones, professional sports teams, Moroccan refuge, spiritual words or symbols, sororities, and yes, more—are available. There are also rings, earrings and necklaces. There is a design for every personality.
If you are curious, one of Rafaelian’s favorite designs is the Path of Life. “I love the meaning behind it because those three words, Path of Life, really resonate with people. We all have a path, but most times we’re so busy that we don’t stop to question what it is. When you look at that symbol you remember that you’ve been chosen to do a task, to have an experience. It’s a gentle reminder to get up every day and honor that directive—to make it matter, in ways both big and small.”
The truth is wearing an Alex and Ani bangle feels good and brings positive energy, and isn’t that the true reason for jewelry?
