CollectionsJul 25, 2025
Piece of the Week: Jemma Wynne’s ‘Forme’ NecklaceAnne Hathaway was seen wearing the toggle necklace three times while filming scenes for “The Devil Wears Prada 2.”
TrendsJan 20, 2021
See the Buzziest New Line of Engagement Rings
Alison Lou turns its whimsical eye to bridal jewelry.
Alison Lou’s new bridal line, “I Do by Lou” features the brand’s signature playfulness and whimsy.
New York—Alison Lou isn’t completely new to bridal.
Best known for its playful approach to fine jewelry—think emojis and pasta shapes as design motifs and rainbow shades of enamel—designer Alison Chemla has crafted engagement rings for some pretty famous brides, Emily Ratajkowski and Jennifer Lawrence among them.
It was Chemla’s private clientele that inspired her to launch “I Do by Lou,” a line of customizable engagement rings based on seven key styles.
“I have been designing bridal quietly for several years and would showcase a ring here or there on our Instagram,” the designer explained.
“We would always see an amazing response and get personal requests, so I knew it was time to do something more formal. My seven designs are based on rings I had done for customers in the past.”
A newlywed herself, Chemla received her GIA diamond certification two years ago.
Her seven signature settings mix classic bridal elements, like a diamond solitaire, with the sense of fun and cheekiness devotees have come to expect from the brand.
“While our settings can feel very classic, I designed them with our customer in mind. Someone who is not afraid to take a risk, to modernize classic bridal, and who wants their personality reflected in their ring. ‘I Do by Lou’ has a less conventional approach to bridal [than traditional styles].”
The “Gloria” and “Victoria” styles feature a round diamond solitaire and emerald-cut diamond solitaire respectively, with a thin enamel halo to add an unexpected pop of color.
Chemla said since launching “I Do by Lou” in December, these styles have proven the most popular.
The “Gloria”
The “Babs”
The “Samantha”
The “Cookie”
“The Monet”
The “Beth”
This wedding band features diamond initials, “A” and “C,” and a heart-shaped diamond.
The designer’s answer to brides’ demand for heavy gold styles is “Babs,” a thick gold band featuring an east-west flush-set pear diamond center stone surrounded by a scattering of flush-set round diamonds, and the “Monet,” a prong-set round diamond on a thick, octahedral, signet-style band.
The “Cookie” ring features a round brilliant diamond on a split, enamel-covered band, while the “Samantha” is the oeuvre’s most traditional, featuring a cushion-cut set diamond set on an angle on a simple pave diamond-set band.
A curving open ring featuring an oval-cut diamond, the “Beth,” is reminiscent of a vintage snake style, and boasts all that metal clients are asking for.
“Gold-heavy [is] something we are seeing a lot of our brides lean toward,” the designer said.
Alison Lou “Mrs.” bands, available in every letter
of the alphabet, are a natural counterpart to the new bridal selection, though Chemla has also created a special gold wedding band featuring initial-cut diamonds, too, which would also make great engagement rings for couples of any gender.
“Our goal with the collection is to have something for everyone and to create a ring you will want to wear every day, forever,” Chemla added.
Each “I Do by Lou” style is completely customizable. Customers can decide the metal, center stone and enamel color to their liking.
Currently, clients start the design process by submitting a form on the Alison Lou website. From there, they can meet at the brand’s New York City showroom or virtually.
Chemla will also create entirely bespoke styles for brides-to-be, or help them reset their current rings to feel more like them.
Ultimately, collaboration is at the heart of “I Do by Lou.”
“We want to take the ‘unapproachable’-ness out of bridal. We want to be your friend through this process and feel very lucky to be a part of the most special moment in your lives to date.”
More on Trends
The Latest
Events & AwardsJul 25, 2025
Pre-Registration Open for September Hong Kong ShowJewellery & Gem World Hong Kong is scheduled for Sept. 15 to 21, and buyer pre-registration will be available until Sept. 7.
FinancialsJul 25, 2025
LVMH Sales Slip in H1 Amid ‘Prevailing Uncertainties’Renovations at Tiffany & Co. stores ate into profits in the company’s watch and jewelry division.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
Events & AwardsJul 24, 2025
2 Retailers to Receive 2026 Gem Award for Lifetime AchievementMark and Candy Udell of London Jewelers will receive the honor at the 24th annual Gem Awards next March.
Weekly QuizJul 25, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingJul 24, 2025
De Beers Sees Diamond Production Sink 36% in Q2 While struggles continue at the mining and trading end of the pipeline, consumer demand for diamond jewelry is holding steady.
CollectionsJul 24, 2025
Francesca Villa Adds Dimension to Her Intaglio CharactersThe “Fantasia” jewelry collection turns the intaglio animals from her “Close Encounters” collection into 3D characters.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
WatchesJul 24, 2025
Breitling Drops Super Bowl Watch Honoring the Philadelphia Eagles The special Classic Avi Chronograph 42 with an Eagles-green dial is limited to 59 pieces, a nod to the Super Bowl Philadelphia just won.
CrimeJul 23, 2025
JSA Warns of Violent String of Smash-and-Grabs in California JSA has received reports of mobs swarming jewelry stores, driving cars into the storefront or smashing through the windows.
CollectionsJul 23, 2025
Silvia Furmanovich’s ‘Kashmir’ Collection Is a Tribute to Northern IndiaThe “Kashmir” collection features centuries-old craft techniques made in collaboration with the region’s master papier-mâché artisans.
IndependentsJul 23, 2025
Montreal’s Ecksand Eyes Move to SoHoCreative Director Erica Bianchini shared why the jeweler is looking to expand into the U.S. and how it’s putting Canadian craftsmanship on the map.
IndependentsJul 23, 2025
IJO Raises Nearly $37K for LA Fire Relief Two Los Angeles Fire Department stations plan to use the donations to upgrade their equipment and tools.
CollectionsJul 22, 2025
Jewelry With a Rock ‘n’ Roll Aesthetic Heads to Sotheby’s LondonNext week, the auction house will kick off a selling exhibition of jewelry by British artist Hannah Martin and Coldplay’s Guy Berryman.
SourcingJul 22, 2025
Antwerp Diamond Heist Documentary Coming to Netflix“Stolen: Heist of the Century” is based on “Flawless,” the book about the middle-of-the-night theft, and will debut on Netflix in August.
ColumnistsJul 22, 2025
The Gifting Gap: How to Market Jewelry Beyond the HolidaysEmmanuel Raheb shares the top five gifting moments outside of major holidays that jewelers should build marketing campaigns around.
Events & AwardsJul 22, 2025
NY Now’s Summer Market Returns in AugustThe wholesale trade show’s Luxury Lifestyle section will showcase established and emerging jewelry designers.
MajorsJul 21, 2025
Rio Grande Expands Personalization OfferingsAs demand for custom jewelry grows, the company is expanding its services to support retailers.
Events & AwardsJul 21, 2025
NAJA’s 2025 ‘Ace It’ Conference To Go VirtualThe mid-year conference for jewelry and watch appraisers is slated for Aug. 9 to 10 on Zoom.
Events & AwardsJul 21, 2025
Gem Awards Now Accepting Nominations for 2026Nominations in the categories of Jewelry Design, Media Excellence, and Retail Innovation will be accepted through July 30.
MajorsJul 18, 2025
Lewis Heyman on Sourcing Gemstones, Post-Retirement PlansHe retired last month after 28 years traveling the world to source the very best gemstones for his family’s jewelry business, Oscar Heyman.
MajorsJul 18, 2025
Plumb Club Elects New Board MembersThe organization elected its youngest vice president as it looks to draw in fresh talent.
TechnologyJul 18, 2025
Brad Campbell, John Liebler Join Clientbook’s Executive Team Campbell joins the company as vice president of business development while Liebler is the new vice president of operations.
CollectionsJul 17, 2025
2026 Winter Olympic Medal Design Symbolizes UnityThe medals feature a split-texture design highlighting the Games’ first time being hosted by two cities and the athletes’ journeys.
Supplier BulletinJul 17, 2025
The INSTORE Jewelry Show 2025: Your Holiday Preparations, All Wrapped Up! Sponsored by The INSTORE Jewelry Show 2025
SurveysJul 17, 2025
The Most Recommended Brands in the World, According to YouGovGlobally, travel and transportation brands reigned, while in the U.S., alcoholic beverage companies and a lingerie brand took the top spots.
IndependentsJul 17, 2025
Gina Ferranti of GiGi Ferranti Jewelry Dies at 59The Brooklyn-based jewelry designer is remembered as a true artist and a rare talent.
