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
Events & AwardsMar 24, 2026
Lisa Bayer, Illustrator and Beloved Member of the Muse Family, Dies at 64Bayer, founder of Lisa Bayer Designs, is remembered as “a bright light in every room.”
AuctionsMar 24, 2026
White Diamonds Shine In Christie's Jewels Online SaleThe highest-grossing lot was a Tiffany & Co. ring set with a flawless, emerald-cut diamond of 10 carats.
SourcingMar 24, 2026
AGTA Solidifies Tucson Dates For 2027-2029The next three editions of AGTA GemFair Tucson will feature a five-day show that includes Sunday.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
WatchesMar 24, 2026
Christie’s Names New Senior Specialist, WatchesFormer Sotheby’s executive Tom Heap has taken on the London-based role.
Weekly QuizMar 19, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeMar 23, 2026
NYPD Looking for 3 Jewelry Store Robbery SuspectsThe group of women allegedly robbed two Catbird stores and one Gorjana location on the afternoon of March 9.
FinancialsMar 23, 2026
Movado’s Q4 Sales Rise As Demand Grows From Younger Shoppers, WomenMovado CEO Efraim Grinberg noted continued strength in the fashion watch and accessible luxury segments in the U.S.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
TrendsMar 23, 2026
Marco Bicego’s New Campaign Showcases ‘The Art of Craft’After celebrating 25 years in 2025, the campaign marks a new chapter for the jewelry brand with the message that “Identity Creates Value.”
Events & AwardsMar 23, 2026
These Watch Brands Are Heading to Couture This YearCouture and Time to Watches announced the watch brands, from big names to independents, attendees will see at the show.
FinancialsMar 20, 2026
Macy’s Turnaround Plans Shows Promise, Boosted by Bloomingdale’sPlus, why Saks Global’s bankruptcy may have given Bloomingdale’s an edge.
AuctionsMar 20, 2026
Sotheby's, De Beers Unveil ‘Jwaneng 28.88’ DiamondThe flawless, Type IIa stone is estimated to achieve up to $2.8 million at the auction house’s high jewelry sale in April.
TrendsMar 20, 2026
‘Frankenstein’ Costume Designer Is Bejeweled In Brooches for Oscars WinCostume designer Kate Hawley wore three archival Tiffany & Co. brooches, our Pieces of the Week, while accepting her first Oscar.
FinancialsMar 19, 2026
Signet Jewelers to Close 100 Stores, Shutter James Allen BannerThe jewelry retailer announced changes to its store network and brand portfolio during its fourth-quarter earnings call.
SurveysMar 19, 2026
NRF Forecasts 4% Retail Sales Growth in 2026From a weaker labor market to inflation, NRF Chief Economist Mark Mathews gave insight on what retailers can expect this year.
AuctionsMar 19, 2026
26-Carat Diamond Tops $1M at AuctionThe historic stone, which sold at Elmwood’s in London, is the largest white diamond to be offered on the U.K. market in more than a decade.
Events & AwardsMar 19, 2026
JCK Rocks To Ride With NellyThree-time Grammy award-winning artist Nelly is set to perform at the annual event at Tao Beach in Las Vegas on May 31.
AuctionsMar 18, 2026
Collection of the ‘Severely Beautiful’ Lady Wardington Fetches $161KThe model and fashion editor’s gold evening bags were the top lots at the London sale, going for more than $25,000 each.
PodcastsMar 18, 2026
Episode 3: An Interview With Jewelry Designer Johnny NelsonFresh off winning the David Yurman Gem Awards Grant, Nelson discusses the ring that launched his career and his plans for the future.
SourcingMar 18, 2026
Lucara Recovers Nearly 37-Carat Blue DiamondThe “stunning” Type IIb stone was found via x-ray technology at its Karowe mine in Botswana.
Events & AwardsMar 17, 2026
The Best Moments From the 2026 Gem Awards Held just before the Oscars, the jewelry industry’s big awards show had its share of standout jewelry, gowns, and acceptance speeches.
SourcingMar 17, 2026
Cruzeiro Mine Debuts ‘Winter Tourmaline’The Brazilian mine’s new collection features cabochons in soft, muted shades like silver and lilac.
TrendsMar 17, 2026
Natalie Portman Is Tiffany & Co.’s New AmbassadorThe Academy Award-winning actress stars in Tiffany & Co.’s latest commercial, which debuted Sunday night during the Oscars.
EditorsMar 16, 2026
2026 Oscars Jewelry: One Necklace After AnotherNatalie Francisco rounds up the top Oscars jewels, including Rose Byrne’s Taffin necklace with a more than 20-carat yellow-brown diamond.
WatchesMar 16, 2026
TAG Heuer Has a New CEOBéatrice Goasglas has been with TAG Heuer since 2018. She is the first woman to head the 166-year-old, LVMH-owned watch brand.
IndependentsMar 16, 2026
Ben Bridge Debuts New Honolulu BoutiqueThe store features the first in-store build for the jeweler’s in-house “Bella Ponte” bridal brand.
AuctionsMar 16, 2026
Bonhams Paris To Offer Antique, Signed Jewels The live fine jewelry auction will take place later this week, showcasing antique pieces, rare gemstones, and signed jewels.
