Alex and Ani hosted a grand opening event at our new location at Patriot Place in Foxboro, Massachusetts on Thursday, October 17, 2013. Numerous excited fans lined up outside the store to be among the first to socialize, shop, and celebrate.

The red carpet was set up outside the store, complete with an Alex and Ani step and repeat for photos. Also, several digital screens flashed inspirational messages to fans and passersby alike to help spread our message of positive energy. The ever popular light show was in full effect as well, pulsing to the beat of songs by Colour of London, the voice of Alex and Ani.

Lite bites and Prosecco were served and Alex and Ani tote bags containing Light and Ignite votive candles and Scent 7 beauty samples were distributed to the first twenty guests. All other guests received a Light and Ignite votive candle and Scent 7 beauty sample inside an Alex and Ani shopping bag.

The night was truly one to remember with several VIPs in attendance, such as media outlets, four of the Patriots cheerleaders, and even Robert Kraft, owner of the Patriots! However, the best part of the evening was that 15% of all sales went to the New England Patriots Charitable Foundation.

Thank you to all who came out to support us for this milestone. We truly appreciate your love and support!

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Fans eagerly flocked to the store to explore our various collections, such as the new NFL collection.

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A Patriots cheerleader rocks her bangle set including the Lotus Peace Petals and Star of Venus.

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Four of the Patriots cheerleaders were in attendance and mixed and mingled with guests.

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A fan proudly displays her Patriots bangle.

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Brendon Cunha
Written by Brendon Cunha
A guy with a passion for weaving words, I enjoy reading novels, sipping iced coffee, and indulging my Disney obsession. I am the Senior Editorial Copywriter who develops content for the blog and mobile app. My favorite quote is: “All of our dreams can come true if we have the courage to pursue them.” – Walt Disney