Heritage, Founding Story & Creative Beginnings
Alexa Fine Jewelry is an 18k gold fine jewelry brand founded by siblings Elena and Alex, and crafted in their own manufacturing atelier in Beirut. Elena is a fourth-generation jeweller — she grew up watching her father work, absorbing the craft before she could articulate why it mattered. When she later studied graphic design and then luxury brand management, the path became clear. During the Covid-19 lockdown, she and her brother identified a gap in their local market for accessible fine jewelry and built Alexa to fill it. "We decided to create Alexa," Elena says — a brand they call, simply, "our baby."
For Elena, the design process begins where her graphic design training does: with a sketch. "Seeing how a sketch can be transformed into something concrete and beautiful is incredible," she explains. "The starting point of any work of art is always the best part — because I am the most inspired and creative at that time."
Modern Femininity & Accessible Luxury
Alexa Fine Jewelry is for any woman who wants to feel elegant and put-together without jewelry that demands to be noticed. The pieces are dainty and confident in equal measure — designed to complement rather than compete, and to work across age groups and personal styles. Elena describes the Alexa woman as gracious, luxurious, and fun. The jewelry reflects all three.
That accessibility — of price, of aesthetic, of the way pieces can be worn — is what makes Alexa Fine Jewelry a strong addition to The Jewellery Room. It is a brand with four generations of craft behind it and a thoroughly contemporary sensibility in front of it. A combination that is rarer than it sounds.
“If Alexa were a person, she would be gracious, luxurious, sweet, and most importantly, fun.”
Who loves Alexa Fine Jewelry?
Created to empower 'her'
Any woman who wants to feel elegant, sexy, classy, luxurious, and beautiful loves this brand. Customers love how dainty and versatile the pieces are; they keep coming back for more! This Lebanese brand really portrays an “affordable luxury” brand. All pieces are accessible and the brand tries to target consumers of all age groups and demographics. Also coming from a family of jewellers, confident craftsmanship always shines through.
Socially Responsible
We take care of the people we work with
Good and honest people is important to Elena & Alex. “We treat the people we work with as if they were like family, and we take their opinions and ideas very seriously”. The well-being of the manufacturing team is always a priority. When it comes to protecting the climate Alexa Fine jewelry is very keen on supporting local initiatives and using workers and materials that are from local sources, as much as possible. All pieces are ethically manufactured in their Beirut factory. Every piece of jewelry is made to last forever.
Alexa Fine Jewelry
Why we love it
We fell in love with the Alexa collection! The dainty minimalism akin to Scandinavian designs combined with Middle Eastern motifs with a heavy dose of cuteness makes this brand a jewelry stacker's treasure trove! Perfect for you and the perfect place to find gifts that will mark a moment in life. The youthful look with modern design aesthetics make this one of our favourite everyday brands.
