EXPERTLY CURATED
A unique approach
The brand story
Alona grew up as the daughter of a fine jeweller, but her path to founding By Alona was anything but direct. She studied Design Management for Fashion Retailing before spending years in the luxury fashion industry, developing a deep understanding of style, craft, and what makes a piece genuinely desirable. She then returned to her roots — formally, through the Gemological Institute of America in New York — before launching By Alona with a clear purpose: to give women the tools to express their individuality through jewelry that feels effortless and meaningful in equal measure. "There is a special moment when the piece turns out exactly as I envisioned — or even better — and it feels like a true realisation of the story I wanted to tell," she says.
