Why Alex and Ani 'Didn't Need the Fashion World to Get Big'

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Alex and Ani bangles are a commonly occurring fixture on the wrists of New England women. The Rhode Island-based company taps its home state's costume jewelry history to support American manufacturing while producing the easy to throw on signature product—all while allowing the wearer to select charms for self expression, partnering with major entities including the Army, major sports leagues, colleges, and Disney.

Racked National spoke with a variety of industry experts to understand how this brand—which in spite of its bigtime success and wide market reach, is not widely known in the fashion world—was able to grow from a $2 million to $230 million business in the span of a decade. Fashion brand expert Jaqui Lividini cites its use of recycled metal and scraps to keep costs down, its decision to open stores in "Main Street" environments, and unexpected advertising venues (say, the Super Bowl and sports arenas) as reasons "they didn't need the fashion world to get big." Wondering what's next for Alex and Ani? CEO Giovanni Feroce tells Racked he hopes it will become a lifestyle brand that can compete with household names like Tory Burch and Calvin Klein.
· How Jewelry Brand Alex and Ani Made It Without Fashion's Help [Racked]
· Alex and Ani [Official Site]