A unique approach
The brand story
Elena is a fourth-generation jeweller from Beirut, who grew up with a jeweller father and quickly took an interest in the craft. After studying graphic design at undergraduate level and completing an MA in luxury brand management, she felt ready to build something of her own. During the Covid-19 lockdown, she and her brother Alex identified a gap in their local market for accessible luxury fine jewellery and launched Alexa to fill it. The fact that they own their own manufacturing factory in Beirut means the brand can move with a creative freedom unique for a small independent jewellery brand.







