Customers a Huge Part of Alex and Ani’s International Success

    By Mark Curtis

     It is the biggest Rhode Island business success story in many years.
     The “Alex and Ani” jewelry line isn't just a hit locally, it is now a global phenomenon.

     ABC-6  talked with customers about why this company has caught the eye of the fashion world.

     Drop in at any Alex and Ani store, any time of day and you'll find a sea of young people….in a fashion buying mood:

     Monique Pariseau, an Alex and Ani Customer says, “Personalize your outfit for the day. You know it's a really nice way to show your sense of style. This one is the anchor, and it's one of my personal favorites, because it just symbolizes Rhode Island for me, and I love Rhode Island.”

     But it isn't just young people. We found the Alex and Ani stores packed with middle agers, and seniors, hooked on the jewelry.

     Judith Nagle, an Alex and Ani Customer says, “I hate to say it but I am a Yankee fan so I have a Yankee charm. I'm still kind of a New Yorker, so I have their sign.I have the statue of Liberty which I actually climbed. People of every age can find something that they can wear, enjoy, like and afford.”

     The cash registers keep on ringing.

     ABC6 Reporter Mark Curtis says, “Of course, Rhode Island has always been know for jewelry so it's no surprise that Alex and Ani jewelry has become a big deal here, but it's gone world wide. The other day when I was at their headquarters, they were talking about doing a big promotional event in Japan.”

     Alex and Ani has an official Olympic line; major league baseball; birth stones and cute sayings. Really, something for everyone, in a personal, street corner setting.

     Giovanni Feroce, CEO, Alex and Ani says, “We indeed are better at understanding what the customers are looking for as an experience, and we deliver that at Alex and Ani by literally as street-level, Main Street partnership.”

     Company sales have exploded in the past three years, with no let up in sight.  In East Greenwich, Mark Curtis ABC-6 News.