Metal alchemist logo2/18/2024 What Metal Alchemist offers now has a deeper meaning. Matthew Healey for The Boston GlobeĪlex and Ani sparked the trend of using jewelry for self-expression, Fisher pointed out, and many other companies now sell “trinkets of self expression” like astrological signs, hobby-themed charms, or mystical symbols like the Evil Eye. Model Lynn Leger poses for photographer Jon Doucette (off camera) with Metal Alchemist rings and bracelets during a product shoot for Carolyn Rafaelian’s new jewelry brand Metal Alchemist. But it is very much relevant to today’s consumer.” So I don’t know if (Metal Alchemist) would have worked 20 years ago. There are no rules, you can wear it the way you want and be you. “Romantic gift giving isn’t the main headline anymore,” said Fisher. Rafaelian’s innovative approach comes at the right time, Fisher said. They finally decided to start with three different collections, which will also be available online, in Metal Alchemist’s flagship brick-and-mortar New York City outpost in Tribeca, and in all 62 Reeds Jewelers stores in the US. “The hardest part was what we would not include for the launch.” “When we went to her office, there were so many collections and it was like, ‘Wow, where do we even begin?’“ she said. Judy Fisher, the senior vice president for merchandising at Reeds Jewelers, immediately saw the potential in Metal Alchemist. “This bonding material is a proprietary process that is exclusive to Metal Alchemist. “This technology is not on the market,” said Rafaelian. Unlike with simple jewelry design, the bonding process is something other companies can’t make copies of quickly. Metal Alchemist bracelets are lined up during a product shoot for Carolyn Rafaelian’s new jewelry brand Metal Alchemist inside Belcourt of Newport. Future collections will be released in the coming months. Metal Alchemist’s name is a nod to the process used to create the materials featured in the new lines of jewelry: gold, sterling silver, and copper, all layered and bonded together. Rafaelian first mentioned Metal Alchemist in an October 2020 Instagram video, since deleted, in which she announced that she had left the company she founded and made famous. The following year, Alex and Ani filed for Chapter 11 bankruptcy. Rafaelian was pushed out in the summer of 2020 and retreated from public view, avoiding the media. But soon a series of executive departures made headlines, several lawsuits raised eyebrows, and wealthy international private equity firms started swallowing up shares. In 2017, Forbes splashed Rafaelian’s face on the cover of its issue about the richest self-made women. By the mid-2010s, Alex and Ani was the fastest-growing company in America. In 2004, she received her first patent for an uncomplicated design: the expandable wire bangle bracelet which became Alex and Ani’s flagship product. She wanted to design jewelry that had meaning, and so she started experimenting with metals, soldering them into bracelets and designing charms with symbols and saints on them. Related : Three generations later, a family’s jewelry factory thrives in Rhode IslandĬarolyn Rafaelian was designing jewelry for brands like Express and Victoria’s Secret but the work, she said, wasn’t fulfilling.
0 Comments
Leave a Reply.AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |