Charm bracelets have always been a staple of a girl’s wardrobe. Every girl who owned a charm bracelet loved to find and add new charms in order to fill the bracelet. However, this is now old news and a new craze has come on the scene! Instead of adding charms to a single bracelet, girls are wearing multiple bracelets and stacking them on their arm. These new trendy charm bangles are called Alex and Ani bracelets. Each individual bracelet contains only one main charm. However, the bracelets are designed to allow the wearer to stack them and wear multiple bracelets on their arm at a time. They are very thin and expandable so “one size fits all.” Each bracelet is plated in gold or silver, shiny or matte finish. There are many different styles and themes of charms, ranging from initials to birthstones to sorority symbols. Alex and Ani also sell necklaces, earrings, and rings. However, the bracelets are by far the trendiest and most popular. One very appealing characteristic is that Alex and Ani bracelets are eco-friendly, made out of recycled or vintage materials. Also, they are manufactured in the United States.
Carolyn Rafaelian started the company in 2004 and named it after her two daughters, Alex and Ani. The company manufactures its jewelry in a factory that was bought by Carolyn’s father in 1966. Even though Alex and Ani has been around for many years and opened up its first store in 2009, the biggest boom for Alex and Ani jewelry only occurred recently. The sales of Alex and Ani merchandise increased from $4.5 million to $80 million from 2010 to 2012. This occurred through the merger of advertisers into Alex and Ani, and an increase in infrastructure by the company. By the end of this year, the company is forecast to sell over $200 million in merchandise. The described bracelets are very near and dear to my heart. Before I left for college, my mom and I exchanged mother/ daughter bracelets to each other and wear them each and every day. I love all of the different types of charms and symbols on the bracelets. I think it is safe to say that now my mother and I have a slight addiction for these items, but they are trendy, light, and relatively inexpensive. Until next time…Stay fabulous, Penn State!
Lauren, it’s crazy how fast fashion can change. It’s probably only one of the markets that’s more dynamic than new technology (phones, computers, etc.). My question is, why do you think fashion is so susceptible to change? Do you think it’s about people always wanting something exciting and different, or is it more or less the companies and manufacturers who bring about these changes?
This is really cool, Lauren. Being a dude, I’m not too well-versed in the jewelry department, but as a fashion-inclined dude it was interesting to stay informed! I also like that you talked about the mission of the corporation so I could learn more about what’s behind the bracelet.
Lauren, these sound so cool! My friend worked at an Alex and Ani shop over the summer and I remember everyone was jealous that she got a discount on the popular bracelets but I had no idea what they were. I’ve never really been into bracelets, but you are right that they are so light and stackable that I might just have to get some!