Most of us know that there are those that do and those that watch. At Alex and Ani, we have so much to feel blessed for: our success, our charitable partners and our incredible fans that keep us going every single day. Nevertheless, it has been a remarkable few years to say the least.

Today, at a press conference held live above our Weybosset store in Providence, R.I., we were thrilled to have our CEO Giovanni Feroce announce the official launch of Seven Swords Media. In tandem with our recent acquisition of Rhode Island-based companies, Bella Consulting & Events and Animal Production Company — in late 2012 — a full-service media and advertising agency has been created.

Alex and Ani originally purchased majority interest of MediaPeel in March of last year forming the foundation of Seven Swords Media. Having since purchased the remaining shares, resulting in a wholly-owned subsidiary, this once-economically sensible decision is now again proving the company’s unconditional commitment to the reinvesting in the economy.

At the press conference Feroce said: “We are not a small-time player; We’re ringing the bell around the world.” Named after the seven archangels, Seven Swords is symbolic of strength — the strength which will be exemplified by former principals Josh Backer of Animal Production Company in his new role as Creative Director and Rick Simone of Bella Consulting & Events in his new role as Vice President of Events and Special Projects.

Other clients of the ever-expanding roster of Seven Swords Media include the Smithsonian Institution, The United States Navy, RISD, Brown University, Bryant University and The Paper Store, to name a few.

The significance of the announcement occurring above the Weybosset store is that it is the future-headquarters of Seven Swords Media. Located directly across from Johnson & Wales, the office will soon provide the city with more needed jobs. Also in attendance was Governor Linc Chaffe who recognized how Alex and Ani takes “advantage of the talent that we have right here in Rhode Island.”

What’s next you ask? Have you heard about Alex and Ani University? President Dennis Rebelo has his stakes in joining the Weybosset location promoting professional development throughout the country. More to come!

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