WatchesAug 25, 2023
Rolex to Acquire Longtime Partner Bucherer MajorsSep 13, 2023
American Exchange Group Acquires Danecraft
The accessories conglomerate is expanding its reach in the jewelry industry.
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 …
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.”
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.
More on Majors
The Latest
IndependentsMay 09, 2025
Lugano Diamonds CEO Resigns Amid Internal InvestigationMoti Ferder stepped down Wednesday and will not receive any severance pay, parent company Compass Diversified said.
CollectionsMay 09, 2025
Pieces of the Week: Marie Lichtenberg’s Collaborations for Mother’s DayLichtenberg partnered with luxury platform Mytheresa on two designs honoring the connection between mothers and daughters.
SourcingMay 09, 2025
Gemfields Resumes Emerald Mining in ZambiaThe miner announced plans to recommence open-pit mining at Kagem.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
CrimeMay 08, 2025
Former NYC Jewelry Store Employee Arrested in 2017 Choking Death of Boss Michel Desalles allegedly murdered Omid Gholian inside World of Gold N Diamond using zip ties and then fled the country.
Weekly QuizMay 08, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
EditorsMay 08, 2025
5 ‘Superfine’ Met Gala Jewelry MomentsAssociate Editor Lauren McLemore shares her favorite looks from a night of style inspired by Black dandyism.
Supplier BulletinMay 08, 2025
Instappraise Introduces Game-Changing Trifold Appraisal FormatSponsored by Instappraise
Brought to you by
Watch: The Winston Red: GIA Examines the Smithsonian’s Newest AdditionSupplier Spotlight Sponsored by GIA
FinancialsMay 08, 2025
Brilliant Earth Notes an Uptick in Engagement Ring Sales in Q1CEO Beth Gerstein discussed the company’s bridal bestsellers, the potential impact of tariffs, and the rising price of gold.
IndependentsMay 08, 2025
Margot McKinney Lands in the U.S. With New BoutiqueThe brand’s first independent location outside of Australia has opened in Beverly Hills, California.
IndependentsMay 08, 2025
Verragio Announces New Regional Sales ManagerCathy Marsh will lead the jewelry company’s efforts in the upper Midwest and western United States.
FinancialsMay 07, 2025
Pandora Posts Strong Q1, Plans for TariffsThe company has multiple strategies for dealing with tariffs, though its CEO said moving manufacturing to the U.S. is not one of them.
ColumnistsMay 07, 2025
The Smart Lab: Building a Seasonal Marketing Strategy for Mother’s Day and BeyondConnecting with your customers throughout the year is key to a successful holiday marketing push.
SourcingMay 07, 2025
Gemfields Says Emerald Sales Improved in Latest AuctionIts commercial-quality emerald sale held last month totaled more than $16 million, up from about $11 million in September 2024.
TechnologyMay 07, 2025
Punchmark’s Latest Podcast Features a Very Special Guest National Jeweler Editor-in-Chief Michelle Graff joined Michael Burpoe to talk tariffs, consumer confidence, and the sky-high price of gold.
AuctionsMay 06, 2025
Harwell Godfrey Reimagines 10-Carat Blue Diamond for Met Gala-Ready BroochDesigner Lauren Harwell Godfrey made the piece as an homage to the 2025 gala’s theme, “Superfine: Tailoring Black Style.”
Events & AwardsMay 06, 2025
Here’s Who Made Jewelers of America’s New ‘20 Under 40’ ListExpanded this year to include suppliers, JA’s 2025 list honors 40 up-and-coming professionals in the jewelry industry.
IndependentsMay 06, 2025
Sissy's Log Cabin Opens New StoreLocated in Fort Smith, it’s the Mid-South jeweler’s first store in Northwest Arkansas.
IndependentsMay 06, 2025
Gunderson’s Jewelers to Be Featured on ‘World’s Greatest’ TV SeriesThe episode about the family-owned jeweler will premiere May 17.
IndependentsMay 05, 2025
Zadok Jewelers Opens Store in AustinThe Houston-based jeweler’s new 11,000-square-foot showroom will include a Rolex boutique.
AuctionsMay 05, 2025
Nancy Astor’s Cartier Tiara Heads to AuctionThe turquoise and diamond tiara hasn’t been on the market since it was purchased by Lord Astor in 1930.
SourcingMay 05, 2025
Crater of Diamonds Yields 4-Carat Brown Diamond“The Duke Diamond” is the largest diamond registered at the Arkansas park so far this year.
TrendsMay 02, 2025
Ring Concierge, Kraft Partner on Mother’s Day Macaroni Necklace The childhood craft of making dried pasta necklaces for Mother’s Day is all grown up as the 14-karat gold “Forever Macaroni” necklace.
CollectionsMay 02, 2025
Piece of the Week: Angely Martinez’s Emerald Promise RingSet with May’s birthstone and featuring an earthworm, this ring is a perfect celebration of spring.
SourcingMay 01, 2025
Tariffs & Colored Gemstones: Relying on Stock, Considering the Ripple EffectThough currently paused, high tariffs threaten many countries where gemstones are mined. Dealers are taking measures now to prepare.
TrendsMay 01, 2025
Amanda’s Style File: 20 Pieces of Emerald Jewelry for MayMay babies are lucky indeed, born in a month awash with fresh colors and celebrated with one of the most coveted colored gemstones.
MajorsMay 01, 2025
Jewelers of America Opens Applications for 2025 ScholarshipsThe deadline to apply for the Seymour & Evelyn Holtzman Bench Scholarship is June 12.
