Wellness-Focused Jewelry Brand Takes DTC Approach To Better Connect With Customers

Wellness-Focused Jewelry Brand Takes DTC Approach To Better Connect With Customers
Fashion & Apparel

After building a customer base by partnering with numerous retailers, Alex and Ani will be opening its own retail stores and increasing its campaign messaging to build engagement and drive sales

Todd Neikirk
  • 18 september 2018

During its 15 year history, jewelry brand Alex and Ani has built a large and loyal customer base. The company, which initially focused on the ideas of wellness and spirituality, is looking for more efficient ways to spread this message to its clients. One of the major ways it will be doing so is by pulling its products out of retailers it previously sold with and instead selling directly to consumers itself.

Alex and Ani has a goal of making 75-80% of sales through its e-commerce site and retail stores rather than the current number, around 50%. According to SVP of Branding, Kate Richard, for the retailers that the brand will continue to sell through, the brand is “looking at what retailers are really pushing the needle and feel in line with what we’re doing in terms of how they treat customers and market themselves and the brand.”

In order to move more sales in-house, Alex and Ani is both building new stores and creating wellness based campaigns. For example, “Warriors of the Soul” will feature influencers whose views align with the company. The retailer will also be moving all its media in-house so that it is in control of messaging. The company, which plans to open 25 new stores, is hoping to reach its sales goals within 18 months.

Alex and Ani


Lead image: Alex and Ani via Facebook

During its 15 year history, jewelry brand Alex and Ani has built a large and loyal customer base. The company, which initially focused on the ideas of wellness and spirituality, is looking for more efficient ways to spread this message to its clients. One of the major ways it will be doing so is by pulling its products out of retailers it previously sold with and instead selling directly to consumers itself.

+Accessories
+Fashion
+Jewelry
+merchandising & curation
+shopper education assistance
+Shopper Marketing & Promotion
+store experience & design
+Virtual Commerce
+wellness

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