By Alona: Storytelling Through Jewellery

By Alona is a fine jewellery brand founded by Alona - designer, brand owner, and daughter of a fine jeweller - who brought together a background in luxury fashion, Design Management for Fashion Retailing, and formal gemology training at the Gemological Institute of America in New York before launching her own label. Every piece is produced in small quantities, with much of the jewellery made in-house by skilled local craftsmen. New designs arrive four times a year, in step with the fashion calendar.

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We fell for By Alona's oversized pendant necklaces. Bold, statement pieces, built for exactly the kind of layering look we love.

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By Alona works in gold plating with intricate detailing — a finishing approach that gives each piece a rich, luxurious presence while keeping the collection genuinely accessible. Vintage influences sit at the heart of the aesthetic, reframed with a contemporary edge: bold proportions, considered silhouettes, and detailing that rewards closer inspection. Collections are built around storytelling, whether drawn from travel, personal heritage, or the quiet beauty of the everyday — with each design conceived to work across occasions rather than for a single moment. The Belize earrings, the Zion necklace, and the Carlotta necklace in silver are among Alona's current personal rotation, chosen for their versatility and the consistency with which they draw compliments from strangers.

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 jewellery 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.

There's a special moment when the piece turns out exactly as I envisioned - or even better - and it feels like a true realization of the story I wanted to tel

AlonaFounder & Designer

We were missing something bolder in our curated universe — real statement pieces, with real presence. We hadn't found the right fit until By Alona. Their signature necklaces, hung with oversized pendants, are exactly the kind of piece built for a proper layering look. Cool, unapologetic, and precisely the gap we needed to fill.

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By Alona produces in small quantities to minimise waste, works with skilled local craftsmen, and sources materials responsibly throughout. The brand supports ocean conservation charities — a cause that connects directly to the natural world that inspires so much of its creative direction. For Alona, sustainability and craftsmanship are not separate considerations but part of the same commitment to making jewellery that is as thoughtful as it is beautiful.

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