In this piece, we (digitally) sat down with Danielle Marks, senior director of brand marketing at ALEX and ANI.
It's a popular local jewelry brand with international reach, one that prides itself on its creativity, positivity and a heart for giving back.
And it's been wildly successful. The company's revenue has climbed from $5 million in 2010 to reportedly over $500 million in 2016, with its founder, CEO and creative officer Carolyn Rafaelian making Forbes list of America's Richest Self-Made Women at No. 18. The company is worth an estimated. $1.2 billion.
In our conversation, Marks highlighted Alex and Ani's history and work, and the ideologies and inspirations that drive it.
Editor’s Note: Responses have been edited for length and clarity.
Rhode Island Inno: What inspired the creation of ALEX AND ANI? When did it get started, and by whom? Marks: Carolyn Rafaelian [the company's founder, CEO and chief creative officer] is a Rhode Island native – born and raised in the city of Cranston. Growing up in the "Jewelry Capital of the World," Rafaelian learned her craft by spending time with her father in his own jewelry factory, Cinerama Jewelry Inc.
In 2004, after falling in love with the idea of creating American-made, eco-conscious products, Carolyn founded ALEX AND ANI — a humanitarian company, named after her daughters, that designs meaningful jewelry with the intent to connect its wearers to a greater purpose. ALEX AND ANI represent 50 years of quality R.I. craftsmanship, from design to execution, and investing in the resources and talents locally.
An entrepreneur who values the human aspect of business, Carolyn is reinvigorating Rhode Island and communities around the world. The philanthropic arm of her company, Charity by Design, has donated over $50 million to date to nonprofits around the globe. Her impeccable foresight and strong vision is raising the bar for creating companies with a conscience.
"This partnership and the impact we made is a testament to what happens when strong and powerful Rhode Island women come together and make real change for the rest of the world."
RII: What clientele is ALEX AND ANI aiming to serve? Marks: There is a true connection between our products and the customer. Our products serve as a powerful reminder to the positive impact one has made in their life. Ultimately, it is not about the piece of jewelry, but what it means to you and how you interpret it within your individual self. Because our pieces hold diverse meanings, our clientele is truly all-inclusive.
We have products that speak to young people just starting to appreciate the joys of life, and we have products that speak to experienced people who have been through it all. Our pieces serve a purpose to give hope in times of defeat, strength in times of weakness, and are celebratory reminders of the moments of joy in one’s life. Life is raw with emotion-filled with moments of impact. Our pieces serve to remind you of all the moments that create a solid blueprint of your life.
RII: What sets A&A apart? Marks: Everything we do at ALEX AND ANI is aimed to help a customer tell their own story or connect them to the cultures of the world. When you walk into our stores, we have a unique one-on-one experience. Our "bartenders" [who oversee jewelry counters] spend individual time with each customer, helping them find exactly the symbol they need in their lives right now.
Online and in stores, we’ve created the Personal Blueprint tool. By taking an interactive quiz, customers can find their personalized jewelry (birthstone, zodiac, numerology, etc.), for either themselves or a loved one they are buying a gift for, making gift-gifting as easy as ever.
Beyond our products, our founder has always been extremely passionate in giving back to the world. We have pioneered a new meaning for “corporate-giving.” We inspire other companies and organizations to find their own path to making an impact. Through Charity by Design, we have built a unique opportunity to change the world by partnering with over 550 charitable organizations through in-store events, volunteering, and charm design.
With these tools at our fingertips, we believe A&A can operate as a vehicle for bringing the world a little closer together. We hope that others will see what we’re doing at ALEX AND ANI and feel inspired to set new boundaries for what we can accomplish together.
RII: How, if it all, has the Ocean State community helped the development of A&A, and vice-versa? Marks: Rhode Island is alive with history, beauty and creativity unlike anywhere else, and we work hard to continue to foster the foundation that was created during the Industrial Revolution. We nurture our relationships with local vendors, nonprofits, and foundations, like National Chain, Hasbro Children’s Hospital and Peace Love Studios, to name a few.
Recently, we hit a major milestone with a fellow Rhode Island organization, Edesia. Through donations generated from sales of the Stellar Love Bangle, we fully funded a new machine that will increase Edesia’s production of life-saving nutritional bars by 30 percent in a year. This means that now the organization can reach 1 million more malnourished children around the world. The machine was named Lucy, after Carolyn’s mother. This partnership and the impact we made is a testament to what happens when strong and powerful Rhode Island women come together and make real change for the rest of the world.
RII: A&A has had an insane growth trajectory in terms of size and profits. What has accounted for such a growth? Marks: People are more interested in the “why” of their purchases — how they’re made, what they mean and how they support charitable causes. ALEX AND ANI products are made in America with love, with sustainable materials. The well-being of the environment, the health of local and national economies and the empowerment of customers are taken into account with every decision we make.
People like to discover things about themselves, and we are the original meaning makers. Every product comes with a meaning card that people treasure and value. Many of our customers have even kept every meaning card they’ve gotten, and revisit them when they need a boost of hope or a mantra to get them through a day.
What goals do you have for A&A? Where do you see A&A in a year? There’s so much more [that needs to be done] to impact and change in the world, and while we are extremely proud of the work we’ve done so far, that’s just it — so far. There’s a lot of work we’re excited about. We have plans to increase our global presence, with both retail stores and international e-commerce. In the ever-evolving digital world that we live in, we'll continue to stay on top of new trends and innovations. We have plans for new partnerships, activations and experiences that all keep in mind our core customers and what they need to continue spreading the ALEX AND ANI mission of love and prosperity for all.
RII: At Rhode Island Inno, we define “innovation” as, “those entities and individuals driving change for the better in their local ecosystems.” How is A&A driving change? How would A&A define innovation? Marks: With philanthropy at the core of our brand, we feel it is our responsibility to embrace conscious capitalism by challenging other companies and our customers to do the same. We make a distinct point to work with local Rhode Island and New England vendors whenever possible. As we have grown here, it is exciting to see local companies grow with us. Innovation, to us, is about finding new ways to do good in this world. Carolyn has always said, “the more you have, the more you can give back.” This remains ever true within our Rhode Island roots.
