In the world of business and commerce in the USA, what is the only other company that competes with Apple's selling rate per square foot? If you said the jewelry company best known for its charm bangle bracelets, 'Alex and Ani', you would be spot on!
The Providence, Rhode Island company began in 2004 and has grown a whopping 365% in revenue from $2 million to $230 million. With 41 retail stores in the USA, 24 more Alex and Ani stores will be opening this year. While the number of employees working in the USA's jewelry market decreased 43% from 1998 to 2008, Alex and Ani went from 23 employees in 2009 to 1,024 employees in 2014. The company took an unusual route to its phenomenal success, flying on its own fashion wings!
To begin with, Alex and Ani's jewelry is made from recycled parts and scraps. Founder Carolyn Rafaelian stated, "All items are manufactured in America from sustainable materials derived from eco-friendly processes." With this economical emphasis, the cost of the charms and bracelets can be mostly kept within the $28 to $78 price range.
Secondly, the company chooses to locate on town streets rather than in shopping malls. The "Main Street" angle has become an important part of their brand. The focus is to become part of the lifestyle of the individual and the community. The company and its fans have a "give back" mentality.
Third of all, Alex and Ani advertises in unexpected places. Did you catch their commercial which aired during the last Super Bowl? While advertising in traditional avenues like magazines (Vogues, Harper's Bazaar, Elle), Alex and Ani ventures into the sports world, realizing that in football, for instance, 45% of NFL fans are women.
Moreover, Alex and Ani has made some big time partnerships, among those the NFL, the MLB, the NHL, the Olympics, the US Army, and 62 different colleges. Add to this impressive list none other than the Walt Disney company. Alex and Ani went from selling jewelry at 6 Disney location in 2010 to now selling jewelry at 34 Disney parks locations in California and Florida.
Joining the company in 2010, CEO Giovanni Feroce, a former American military officer, says, "I will readily admit my ignorance on the fashion industry, but that is an asset." He has spearheaded a social media campaign to grow the company in unprecedented leaps and bounds.
With an ever-increasing and enthusiastic following, the company has found its way into FL Crooks & Co last October, adhering to their Main Street philosophy of where to conduct business. The staff at FL Crooks & Co describe the jewelry as "artsy", "expandable", "main stream", "meaningful gifts". Christian states, "I like things that personally speak to me" while Rhianna points out that "the bracelets look better when they are mixed, metals and colors." Darla's favorite grouping is the newest collection, the Sacred Studs, "each color has an individual mantra and meaning".
New pieces are coming out all the time, and the collection at FL Crooks & Co keeps expanding and growing. The various alphabet/initials, birthstone, and 'positive sayings' bracelets and charms make wonderful gifts for the special people in your life. And what a wonderful way to treat yourself - a "Made in America With Love" Alex and Ani bracelet! Come to Main Street Clarion and check out our awesome and impressive Alex and Ani collection of creative and spirited bracelets and charms.
To positivity!
Lydia Crooks
FL Crooks & Co
539 Main Street
Clarion, PA 16214
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