The CEO and founder of Alicia Jane & Co. explains the process behind her brand’s expansion.
London-based gemologist Alicia Jane has always been obsessed with jewelry, but building a new brand from scratch was never on her radar. Yet last year, after working as a private trader and struggling to find the type of product she was looking for, she became a jewelry designer. “I will always be my own customer,” she promises.
Initially launching Alicia Jane & Co. in London, where she sells directly to customers, she quickly expanded to the Middle East. Her target customer is confident, modern, and audacious, as well as highly involved in the development and creative process. This allowed her to grow quickly in that region.
Very early on, she was approached to design a pair of earrings for a princess in Saudi Arabia. This led to further work in the area, where she currently has customers in Kuwait, Qatar, Saudi Arabia, the United Arab Emirates (UAE), Oman, and Bahrain. “I take pride in the fact that these women are having more say in what they wear and what they buy, and I’m excited to be part of that journey,” she shares.
Specializing in engagement rings, Alicia Jane is invested in creating the outcome she would want if she were on the other side of the table. “This underlying ethos will never be lost on me,” she explains.
In 2018 and 2019, she studied gemology with a highly regarded industry leader. Alicia Jane spent hours examining stones and learning how to grade, buy, and sell. When she finally created her company after her stint as a private trader, the main objective the self-described “militant perfectionist” set for her brand was to provide a tailored, bespoke experience.
Why are you so keen on engagement rings?
When I started, I mostly created engagement rings, but during the process of buying, I was like a kid in a candy store! I was constantly surrounded by diamonds, so taking pictures and uploading them to Instagram was instinctive and very quickly, my clients wanted more. Nowadays, the brand focuses on a mixture of high and fine jewelry — precious and semiprecious gems set into beautiful wearable art. I would definitely say that the house provides jewelry that has classic elements with an innovative and unique edge, keeping things new and exciting.
How would you define wearable art?
At the heart of every Alicia Jane & Co. creation is a diamond or colored gem of exceptional quality. These brilliant stones, carefully selected for their mesmerizing beauty, serve as the inspiration for our artisans who collaborate closely to craft each unique gem into a collective work of art. The house is continually modernizing jewelry techniques to bring innovative pieces of the highest quality that will become heirlooms of tomorrow. This to me is wearable art.
Which are your favorite gemstones to work with?
Diamonds of course! There is nothing more beguiling than a diamond. The fire, the brilliance, the sparkle. You just can’t beat it. My love affair with these gems is infinite. I am obsessed. I love the whitest, down to even the brownest; they’re fascinating. I’m equally enamored by colored diamonds, and I think pink would be my favorite but again, diamonds — any! Big, small, pure, included; after all…diamonds are a girl’s best friend.
How would you define your customers? Do you have a target in mind?
Alicia Jane & Co. is predominantly in the Middle East. However, saying that, I would like women all over the world to discover my designs and feel what it is to wear them. Confident and bold. These women are in the image of my creations, they are resolutely modern, audacious, and confident.
Which are your most iconic creations until now?
Probably a pink and white diamond set of delicate flowers. We made a necklace and matching bracelet with a detachable pendant. I remember posting it last Valentine’s Day, and people just went wild. We are always trying to come up with new designs and innovative techniques, so there have been some pretty epic works, and each time I think it is my favorite, and then I see the next thing! I guess I am biased.
Which advice would you give yourself if you could go back in time?
I think I would tell my younger self to relax a little bit; it’s OK to not have everything figured out. I used to get very frustrated when I would go from one job to another and not feel fulfilled, and then I took my life into my own hands and became my own boss. As long as you are moving, you are learning. There is no need to worry if you don’t have a master plan by a certain age. I truly believe you can achieve anything if you work hard enough.
Main image: Alicia Jane, jewelry designer. (Alicia Jane)
Comments are closed.