Meet Alexa Fine Jewelry: Accessible fine jewellery with four generations of craft behind it
As fourth-generation jewellers in Beirut, fine jewellery was always a big part of Elena and Alex’s lives - they grew up watching their father’s dedication to his craft. But it was not until the Covid-19 lockdown, that the Beirut-based brother and sister decided to carry their legacy forward with their very own brand: Alexa Fine Jewellery.
When they saw a gap in the local market, for accessible fine jewellery, decent price points without compromising on quality, they simply decided to fill it themselves.
In addition to their brand, the pair now also own and run their own manufacturing factory out of Beirut, which ensures full control over quantities and new designs - and leaves Elena, who acts as the head designer, free to release smaller quantities of new designs every single month.
We sat down with her to hear more about the brand, the heritage, and the story.
Alexa was born during lockdown. How did that happen?
"I am a fourth-generation jeweller from Beirut. During the Covid-19 lockdown, my brother Alex and I noticed a lack in the local market for affordable luxury. We decided to create Alexa, an 18k gold fine jewellery brand known as 'our baby'."
You grew up with a jeweller father — when did you first realise you wanted to be part of this world?
"Growing up with my father as a jeweller, I quickly took an interest in this field and could easily see myself working alongside him as he has so much to teach me. After receiving my undergraduate degree in Graphic Design and my MA in luxury brand management, I felt like I was ready to create my own brand with the knowledge and experience that I had gained."
You studied graphic design before jewellery. How does that background shape the way you design?
"Sketching, for sure! As a graphic designer, all of my projects have started with a simple sketch. Seeing how a sketch can be transformed into something concrete and beautiful is incredible. The starting point of any work of art is always the best part because I am the most inspired and creative at that time."
"We view jewellery as more than adornment, it's a beautiful reminder of our milestones, self-worth, and the story of who we are, a roadmap to life's journey."
You release new designs every month — how is that possible?
"Every month, which is kinda crazy I must say! Since my brother and I own a manufacturing factory with a full team in Beirut, we can produce as many pieces as our hearts desire."
How would you describe the DNA of the brand?
"Our brand is dainty, elegant, and classy. All our pieces are stackable and can be worn in different ways depending on one's personal preferences and style. If Alexa were a person, she would be gracious, luxurious, sweet, and most importantly, fun."
Is there a piece from your own collection you keep coming back to?
"Currently, it is definitely the Evil Eye Studs Part I and II. I don't know if it is the Middle Eastern in me, but I really do feel like they protect me — they are also really really cute!"
Who do you design for?
"Our typical customer is any woman who wants to feel elegant, sexy, classy, luxurious, and beautiful. Since our pieces target most age groups — it really is for everyone."
What are the biggest challenges for a brand like yours?
"Being consistent and different. There are amazing jewellery brands locally and internationally so we need to always create new designs and differentiate ourselves from the rest in order to stay on top of our game."
What do you dream about?
"Shoes and jewellery, a lot of them. I think it's pretty self-explanatory."
Elena and Alex have built Alexa Fine Jewelry on the belief that fine jewellery should be accessible, fun, and made to be worn every day - and they have four generations of craft behind her to back it up. Every piece is made in 18k gold in the brand's own Beirut factory, pieces that have proved beloved by our customers.
We are so proud to have them with us in The Jewellery Room - discover the full Alexa Fine Jewellery collection here.