Majors

American Exchange Group Acquires Danecraft

MajorsSep 13, 2023

American Exchange Group Acquires Danecraft

The accessories conglomerate is expanding its reach in the jewelry industry.

Danecraft jewelry
A selection of 24-karat gold vermeil over sterling silver jewelry from Danecraft. American Exchange Group recently acquired the jewelry company for an undisclosed amount. (Image courtesy of Danecraft’s Facebook page)
New York—American Exchange Group has acquired jewelry company Danecraft, the accessories company announced Wednesday. 

The amount of the acquisition was not disclosed. 

Danecraft was founded in 1934 by the Primavera family in Providence, Rhode Island, with its roots dating back to the early 1900s in Italy.  

The company, best known for its Primavera Italy brand, crafts fashion and fine jewelry. Its jewelry is sold at several retailers, including Macy’s, Kohl’s, Belk, JCPenney, Burlington, Boscov’s, and Meijer. 

“This transaction marks an exciting new chapter for Danecraft, one that not only honors our legacy but also propels us into a future of limitless possibilities,” said Danecraft CEO Victor Primavera. 

“Danecraft will continue to create exceptional jewelry that captures the essence of generations past while embracing the trends of today. I know that the company is in excellent hands with American Exchange Group, and our tradition of excellence will thrive.” 

 Related stories will be right here … 

American Exchange Group CEO Alen Mamrout said the company is looking to expand its influence in the jewelry industry. 

Its existing portfolio of watch and jewelry brands includes Kendall & Kylie, Alexis Bendel, Ed Hardy, and American Exchange. 

"I firmly believe in a holistic approach when seeking out brands to add to our portfolio, focusing on opportunities that genuinely enrich and elevate our customers' lives,” said Mamrout. 

American Exchange Group plans to leverage its existing logistics structure, sourcing, and manufacturing capabilities to expand Danecraft’s product range. 

With the help of Giant Propeller, a creative services and digital marketing company it recently acquired, American Exchange Group will create a marketing and sales strategy for Danecraft, and launch a direct-to-consumer channel. 

“Together, with Danecraft’s solid and long-standing retailer relationships, the two companies will work to expand distribution channels and introduce Danecraft to a diverse range of categories and audiences,” said American Exchange Group. 

New York-based American Exchange Group’s portfolio includes a range of accessories companies, including Aerosoles, Rocawear, Jones New York, and Adrienne Vittadini. 


Lenore Fedowis the associate editor, news at National Jeweler, covering the retail beat and the business side of jewelry.

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