Remember Alex and Ani? The Jewelry Trend Is Back in the Spotlight

The year was 2004. "Yeah!" by Usher was the biggest song on Fun 107, Mean Girls had just hit theaters and a new, local jewelry trend emerged.

Why Alex and Ani Became a Massive Jewelry Trend

Alex and Ani bangles were on the rise and you can bet I had an armful. From astrological signs to monograms, the bracelets became must-have accessories. Maybe you had some with beads or positive messages.

They ran the gamut and they covered arms across the SouthCoast. For years, we searched local boutiques to add to our collections, but did you ever wonder what happened to Alex and Ani?

Carolyn Rafaelian Revisits the Brand’s History

Over 20 years ago, Carolyn Rafaelian created the brand and now she's giving us a behind-the-scenes look at the rise and fall of the popular brand with a new online series titled Making the Brand.

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"My hope is that this series gives other entrepreneurs an honest look at the peaks and valleys of building a brand, the wins, the setbacks, the creativity, and everything in between," Rafaelian wrote.

Making the Brand is about what it really takes to build something meaningful.

What Is Making the Brand About?

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"I remember wanting to do bracelets and bangles and the buyers would never buy any bangles. It's one of the hardest sells for them because every hand and wrist was different," Rafaelian said.

How Rhode Island Helped Build Alex and Ani

Every product was made in Rhode Island. "My whole goal was to surround myself with people who are as good as what they do as I am with what I do," Rafaelian said.

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"We built it up to a beautiful brand, one of the more substantial brands in the jewelry industry," she said.