“Wear what you believe in…
believe in what you wear.”
This is your moment.
Now step out and ‘Own It’.
As we reimagined the Alex & Ani brand, we anchored around the idea that jewelry is a literal expression of the bigger truths in life. We invented a creative platform that would inspire consumers to ‘wear what they believe in and believe in what they wear’, ultimately giving their stories a voice, and empowering them to own every step of their journey.
‘Own It’
As human beings, we are in constant state of becoming. Continuously shaped by internal and external forces that push us to evolve into the next version of ourselves.
This journey of becoming is marked by ‘milestones’ that reveal our deepest truths. Often times though, these milestones are fleeting moments, so we attach their abstract meanings to physical symbols, like jewelry, so that we can hold onto them forever.