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Famous jeweler Alexis Bittar buys back his company and name

Alexis Bittar, designer and CEO of the jewelry label of the same name

Alexis Bittar, designer and CEO of the jewelry label of the same name

Pioneering Jewelry Designer Alexis Bittar has always been one step ahead of the rest.

The Brooklyn-bred pioneer spirit began at the age of 8 selling flowers, clothing, and his own jewelry creations on the streets of NYC.

Long before sustainability was trending, Alexis reused various vintage finds to create incredible modern works of art.

In 2012, he sold 50% of his jewelry brand of the same name to private equity firm TSG Consumer Partners.

He recently bought it back and is launching the premium label in the costume jewelry category as only he could – unabashedly!

In 2012, Alexis Bittar sold 50% of his jewelry label of the same name to private equity firm TSG Consumer Partners.  He recently bought it back and relaunched the brand as only he could - unashamedly

In 2012, Alexis Bittar sold 50% of his jewelry label of the same name to private equity firm TSG Consumer Partners.  He recently bought it back and relaunched the brand as only he could - unashamedly

In 2012, Alexis Bittar sold 50% of his jewelry label of the same name to private equity firm TSG Consumer Partners. He recently bought it back and relaunched the brand as only he could – unashamedly

“The opportunity arose when Brooks Brothers went bankrupt,” he told the Daily Mail. “It seemed like the perfect time to not only buy back my company, but also reclaim my name.”

Addition: ‘Bring the love and attention back to the brand. It’s weird to sell your name. I definitely didn’t want what happened to Halston to happen to me.’

The tone for the relaunch was set with a fearless ad campaign.

“The latest ads were a really good example of where we stand in our marketing,” says the designer whose favorite work materials are lucite and semi-precious stones.

“We knew the campaign would shake some feathers, but I didn’t give a damn.”

“Because Ericka has had a double mastectomy and is a strong activist in body positivity, not only have we been able to showcase her strength as a person, but we also took the opportunity to really engage in conversation.”

“With Ericka Hart, we were able to apply the ‘no nipple rule’, which basically prevents advertisers from showing a woman’s breasts.

“Because Ericka had a double mastectomy and is a strong activist in body positivity, not only were we able to showcase her strength as a person, we took the opportunity to really start a conversation about the triumphant nature of a woman recovering from cancer.” and still feels and looks strong, beautiful and powerful as ever.”

Long before it became popular (or accepted), Alexis rejected the use of traditional models to sell his product.

Instead, he chose ‘real’ women in all shapes, sizes, colors and ages to hold up against the industry’s inherent ideal of perfection.

His thought-provoking and honest ads always feature independent thinkers, mavericks and brave souls with ambitious stories to tell.

‘With Kiara we have been able to show her strength with a disability. “Visibility is critical and with a mother who was disabled for most of my life, I understand how much our society needs to do in this area,” the entrepreneur shared

“With Kiara, we were able to show her strength with a disability,” said the award-winning jeweler.

Kiara Marshall is a model and social justice activist who lost her leg in a car accident at the age of 10.

“Visibility is critical and with a mother who was disabled for most of my life, I understand how much our society has to do in this area.”

Sylke Golding’s casting allowed the brand to become one of Mr. Discussing Bittar – ageism.

‘Addressing the hypocrisy and the damaging aspect that fashion industry marketing has had on women by showing the majority of the images with only young models.

“The industry is basically bringing home the message that if you’re over 40, you’re not beautiful, which is total nonsense.”

Sylke Golding's casting allowed the brand to discuss one of Mr Bittar's favorite topics - ageism

Sylke Golding's casting allowed the brand to discuss one of Mr Bittar's favorite topics - ageism

Sylke Golding’s casting allowed the brand to discuss one of Mr Bittar’s favorite topics – ageism

Women of all ages have always been a strong force to be reckoned with for Alexis.

In 2010, he cast then 76-year-old actress Joan Collins (aka Alexis Carrington from Dynasty) as the face of the brand.

A year later, he enlisted veteran model Lauren Hutton to lead his Spring 2011 campaign.

In 2015, then 93-year-old fashion eccentric Iris Apfel modeled alongside teen blogger actress Tavi Gevinson.

From the brand’s core values ​​to the unique product, it’s hard not to become a super fan of Alexis Bittar.

Notable superfans include former First Lady Michelle Obama, Lady Gaga, Beyonce, and Solange Knowles, to name a few.

While at the White House, Michelle was spotted wearing a variety of jeweler’s baubles over the course of a month.

Michelle Obama regularly wore Alexis Bittar jewelry

Michelle Obama regularly wore Alexis Bittar jewelry

The Former First Lady Was Spotted Around the World With Alexis Bittar Creations

The Former First Lady Was Spotted Around the World With Alexis Bittar Creations

At the White House, former First Lady Michelle Obama was spotted around the world in a variety of jeweler’s baubles over the course of a month.

Alexis Bittar's favorite work materials include lucite and semi-precious stones

Alexis Bittar's favorite work materials include lucite and semi-precious stones

Alexis Bittar’s favorite work materials include lucite and semi-precious stones

Alexis’ absence from the brand was felt, but the second time is bigger and better than ever with five new stores in Manhattan.

“Getting out of the industry for five years allowed me to really think about what worked and what didn’t,” he said.

‘This time I really wanted to focus on our real core customer, not only in marketing but also in product.

“There’s so much focus on bringing in a younger customer in a company like Gen Z, Millennial, etc. I feel like we know our core customer is between the ages of 35 and 65. Our goal should be for her to feel great.”

The second time is bigger and better for Alexis with five new stores in Manhattan

The second time is bigger and better for Alexis with five new stores in Manhattan

The second time is bigger and better for Alexis with five new stores in Manhattan

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“Getting out of the industry for 5 years allowed me to really think about what worked and what didn’t,” he said.

‘This time I really wanted to focus on our real core customer, not only in marketing but also in product. “There’s so much focus on bringing in an increasingly younger customer in a company like Gen Z, Millennial, etc.”

“There's so much focus on bringing in an increasingly younger customer in a company like Gen Z, Millennial, etc. “I feel like we know our core customer is between the ages of 35 and 65.  Our goal should be for her to feel great'

“There's so much focus on bringing in an increasingly younger customer in a company like Gen Z, Millennial, etc. “I feel like we know our core customer is between the ages of 35 and 65.  Our goal should be for her to feel great'

“There’s so much focus on bringing in an increasingly younger customer in a company like Gen Z, Millennial, etc. “I feel like we know our core customer is between the ages of 35 and 65. Our goal should be for her to feel great’

Making his customer feel seen extends to all areas of the business, including social media.

Social networks have largely evolved over the past five years from a platform for virtual communities to an essential business tool.

“I think I would like to be more honest and more connected with our social media followers than a typical luxury brand,” said Alexis.

‘We don’t need or want to imitate a model of a luxury brand.

“I’m more interested in using social media to emphasize people’s values, talk candidly, maybe be a little crazy, and not always take ourselves so seriously.

“I think it has a lot of value today to be real. I think people are looking for a real connection and not a perfect image.’

Next: handbags! ‘The Handbag collection combines the sculptural metalwork with beautifully crafted leather handbags.

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