Cher Backs Metal Alchemist’s Charity Initiative
Brand founder Carolyn Rafaelian and fellow Armenian-American celebrities are raising funds to preserve the country’s historical sites.

Rafaelian, alongside fellow Armenian-Americans Cher and physician and entrepreneur Eric Esrailian, launched Alchemy for Armenia, which will raise the visibility of Armenian culture and funds to support the country’s historic sites.
Its first project will be to preserve, restore, and create awareness of Etchmiadzin, one of the oldest cathedrals in the world dating back to 303 AD.
Etchmiadzin was designated as a UNESCO World Heritage Site in 2001 and is a top tourist destination in Armenia.
Funds will also go to the Khor Virap Monastery and Church Complex, near Mount Ararat, believed to be where Noah’s Ark landed. It is considered the birthplace of Christianity in Armenia.
St. Gregory the Illuminator, the patron saint of Armenia who established the Armenian Apostolic Church, was imprisoned at Khor Virap but persevered to spread Christianity to Armenia.
“There are times in our lives that connect us so deeply to something much bigger than ourselves. This is one of those moments for me—to be a part of this restoration and preservation of two of the holiest places on earth,” said Rafaelian.
“I am honored to be working side-by-side with my partners Cher and Eric, who share the same love and passion for our faith, heritage, and our ancient culture.”

To raise restoration funds, the jewelry brand created a special edition Alchemy for Armenia “Posy” wire bracelet. It’s engraved with “Հայր մեր,” the first words of the “Our Father” prayer in Armenian.
The bracelet is available in stainless steel ($28), silver ($78), and 14-karat gold filled ($128).
All profits from the sale will be donated to the Armenian Apostolic Church for the restoration and preservation of the two historic sites.
“There is so much beauty in Armenia, and preserving and restoring the Etchmiadzin Cathedral and Khor Virap will also preserve the rich faith, history, and culture of the country,” said Cher.
“It’s important that future generations are able to visit and appreciate this historic church. My Armenian roots are a huge part of who I am, and I am thrilled to be a part of such a worthwhile cause.”
Armenian-American Kim Kardashian also recently showed her support for the initiative on her Instagram Stories.
The bracelet is available for purchase at Metal Alchemist’s flagship retail location at 156 Reade Street in New York City and on its website.
The jewelry brand is also launching another initiative to support the Armenian community called “Bond to Benefit: Project Armenia.”
The ongoing charitable effort will raise money through the “Bonded Silver” and “Trialchemy” cuffs and rings that are engraved with Mount Ararat.
Also available in a variety of metals, the jewels range in price from $58 to $498.
The Bonded to Benefit: Project Armenia collection is available for in-store purchase exclusively at Reeds Jewelers and online at MetalAlchemist.com.
Twenty percent of Metal Alchemist’s profits from this initiative will also go toward the restoration and preservation of Etchmiadzin and Khor Virap, while continued donations will be made thereafter to support the Armenian community and Armenian nonprofit organizations.
The Latest

This year’s honorees include a Midwest retailer and two multi-store independents, one in New York and the other in New England.

As an homage to iconic crochet blankets, the necklace features the nostalgic motif through a kaleidoscope of cabochon-cut stones.

Discover the dozen up-and-coming brands exhibiting in the Design Atelier for the first time.

When investing in your jewelry business, it's important not to overlook the most crucial element of success: the sales associates.

The “Royal Ruby” Collection is a quintet of untreated rubies curated by collector Jack Abraham.


The entrepreneur and “Shark Tank” star will share his top tips for success.

Meredith Tiderington, an electrical engineering student, was selected for the award.

More shoppers are walking out without buying. Here’s how smart jewelers can bring them back—and the tool they need to do it right.

It will quit assigning the stones specific color and clarity grades in favor of applying “new descriptive terminology.”

From design trends to sustainability, here’s a roundup of can’t-miss education sessions at JCK Las Vegas.

The Jewelers’ Security Alliance offers advice for those attending the annual trade shows.

The designer is embracing bold pieces with weight to them in “AU79,” a collection she celebrated with a creative launch party.

On an earnings call, CEO J.K. Symancyk discussed what’s working for the company and how it’s preparing for the potential impact of tariffs.

The index partially rebounded after months of decline, due in part to the U.S.-China deal to temporarily reduce import tariffs.

The actress stars in the latest campaign set in Venice, Italy, and is set to participate in other creative initiatives for the jeweler.

The company has joined other labs, including GIA and Lotus Gemology, in adopting the Chinese term for "jadeite jade."

The large stone will be offered at its June sale along with a selection of secondary-type rubies from a new area of the Montepuez mine.

Located in Bangkok, the laboratory is Gemological Science International’s 14th location worldwide.

Those born in June have a myriad of options for their birthstone jewelry.

The diamond industry veteran has been named its senior sales executive.

The company plans to raise the prices of select watches to offset the impact of tariffs.

Between tariffs and the sky-high cost of gold, designers enter this year’s Las Vegas shows with a lot of questions and few answers.

Designed by founder Renato and his daughter Serena Cipullo, it showcases a flame motif representing unity and the power of gathering.

However, the tariffs remain in effect in the short term, as an appeals court has stayed the U.S. Court of International Trade’s decision.

The pop icon is one step closer to launching her “B Tiny” jewelry collection, a collection she first began posting about last fall.

Sponsored by Stuller

It was featured in the miner’s latest sale, which brought in $24.8 million.