IndependentsSep 29, 2026
Christy Bromberg, Longtime Gift Buyer for Underwood Jewelers, Dies at 68She is remembered for her joie de vivre, upbeat personality, genuine interest in other people, and love of the Alabama Crimson Tide.
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
Editors' Picks
Sponsored by
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
AuctionsSep 29, 2026
Dionne Warwick’s Jewelry Goes Up for AuctionOnline bidding is open now for Julien’s sale of items owned by the “Walk On By” singer, whose final album comes out this fall.
Events & AwardsSep 29, 2026
Matt Stuller to Receive 2027 Gem Award for Lifetime AchievementThe founder and executive chairman of Stuller Inc. is being honored for his impact on the jewelry industry at the 25th annual Gem Awards.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
ColumnistsSep 29, 2026
Your Holiday Marketing Has a Bridal Blind SpotDecember is the most popular month to propose, and jewelers need to keep that in mind when planning their holiday marketing.
Weekly QuizSep 25, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsSep 29, 2026
If You Love Cats, This Jewelry Auction Is for YouCat ladies of the jewelry world, unite. Sandy Lerner’s collection of cat jewelry and other objects is going up for auction Wednesday.
CollectionsSep 28, 2026
De Beers London Drops Water-Inspired High Jewelry Collection“Vibrations” features several firsts for De Beers’ high jewelry, including the use of chalcedony and diamonds sourced from artisanal miners.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
CollectionsSep 28, 2026
Jessica McCormack Turns to Classic Motif for New CollectionThe “Bows” collection features three interpretations of the bow motif designed with Georgian and Victorian influences.
Events & AwardsSep 28, 2026
Guy Borenstein, Troy Underwood Among the Professionals Honored at AGS Conclave 2026The American Gem Society recognized industry members, one Guild, and a law enforcement official for their contributions to jewelry.
FinancialsSep 28, 2026
Instappraise, Jewelers Mutual Look to Simplify Jewelry InsuranceThrough a new system integration, customers can now receive instant personal jewelry insurance quotes at the time of appraisal.
WatchesSep 25, 2026
Smaller Rolex Watches Showing Strength on Secondary Market, Data ShowsFive of the 10 fastest-appreciating Rolex models on Bob’s Watches were Datejust 31 or Lady Datejust watches.
MajorsSep 25, 2026
Sherwood Family Buys Back Daniel’s Jewelers from Private EquityThe Sherwood family and AJS Creations CEO Tejas Shah purchased the jewelry chain back from Palladium Equity Partners.
Lab-GrownSep 25, 2026
Brilliant Earth Collabs with Elizabeth Taylor Estate on Jewelry Collection“The Elizabeth Taylor Collection” uses lab-grown diamonds and gemstones in contemporary designs inspired by the icon.
CrimeSep 24, 2026
From Conclave: Security Measures Jewelers Should Be TakingJSA and Jewelers Mutual shared advice on spotting suspicious behavior, combatting cell phone jammers, and staying safe at home.
AuctionsSep 24, 2026
8-Carat Blue Diamond Heads to UK Jewelry AuctionThe fancy light blue diamond is estimated to fetch up to $2.6 million at Elmwood’s next week.
Lab-GrownSep 24, 2026
Kira Jewels Opens B2B E-Commerce Portal for Lab-Grown Diamond Jewelry KIRAJewels.one gives retailers access to more than 500 SKUs of lab-grown diamond rings, earrings, necklaces, and bracelets.
TrendsSep 23, 2026
Holiday Diamond Jewelry Trends: Layered Looks, PersonalizationThis holiday season, look to pieces that will help to fill out customers’ everyday diamond jewelry wardrobe, experts say.
SourcingSep 23, 2026
Organization That Promotes Natural Diamond Rebrands for Third Time The Natural Diamond Council is now The Diamond Collective and has announced a new strategy under CEO Amber Pepper.
IndependentsSep 23, 2026
This Milwaukee-Area Jeweler Is Serving the 7CsPaul’s Jewelers sells coffee, chocolate, and cookies from a custom gold-wrapped trailer parked outside the store starting at 7 a.m.
MajorsSep 23, 2026
Kay Jewelers’ New Campaign Goes ‘All In’ on LovePart of its brand relaunch, the marketing around the campaign includes a contest involving a jacket set with 550 diamonds.
Events & AwardsSep 23, 2026
Tiffany & Co. Exhibition Opening at Arkansas Museum The curation, opening soon at the Crystal Bridges Museum of American Art, honors the jeweler’s heritage through a distinctly American lens.
CollectionsSep 23, 2026
Pucker Up for Pandora’s New Pat McGrath Jewelry CollabThe jewelry giant has partnered with the famed makeup artist to create a colorful new collection of charms and rings.
IndependentsSep 23, 2026
Texas Jewelers Association to Celebrate 120th AnniversaryThe association will mark the milestone at its convention next month.
IndependentsSep 23, 2026
Sissy’s Log Cabin’s ‘Back to School and Bling’ Event ReturnsThe jeweler donated school supplies to Memphis, Tennessee, students during the event combining basketball and mentorship.
MajorsSep 22, 2026
Foundrae’s Lawsuit Against Pandora Can Continue, Court RulesA federal judge denied Pandora’s motion to dismiss Foundrae’s claim for copyright infringement of its medallions.
