Calling all fashionistas! Alex and Ani was recently featured on Racked, the national premier shopping blog. The article, “How Jewelry Brand Alex and Ani Made It Without Fashion’s Help,” discusses our rapid growth through seemingly unconventional methods. The piece, written by Chavie Lieber, gives a comprehensive look at how our brand delivers our message of peace, love, and positive energy largely through partnerships and not the fashion world.

An example given is our 2014 Super Bowl commercial, Main Street America, our second commercial which highlighted our “Main Street strategy” for opening new locations. It emphasized our company ethos of being eco-friendly and made in America from recycled materials.

The article also cites our various sports related sponsorships, such as Boston Celtics, Boston Red Sox, and New England Patriots to name a few. These partnerships often times have products associated with them, such as our National Football League and Major League Baseball collections, which have proven to be quite popular. Also, other licensed product collections, such as Collegiate, Olympics and Disney (, Walt Disney World Resort, and Disneyland Resort exclusives), help our brand reach new customers that may not have known us otherwise.

alex and ani disney
Pieces from our popular Disney Collection.

We are thrilled to be featured on such an iconic blog and look forward to spreading our positive energy throughout 2014 and beyond!

Read the full, informative article on Racked.

Feature image courtesy of Racked.

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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