The Indian jewelry brand recently opened stores in Atlanta and Seattle.
See the Buzziest New Line of Engagement Rings
Alison Lou turns its whimsical eye to bridal jewelry.

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 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
“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.”
The Latest

CEO Beth Gerstein shared its most popular price points, what’s trending in non-bridal fine jewelry, and its holiday performance.

The 15 pieces were crafted from the “Insofu” emerald, discovered in Zambia in 2010.

Supplier Spotlight Sponsored by GIA

Chris Anderson is joining the insurance provider as the new chief financial officer and treasurer.


Jewelers of America is distributing a brochure for retailers to use when discussing the differences between natural and lab-grown diamonds.

The industry is changing as it grapples with new realities around distribution, supply, and the need for consistent, effective marketing.

Natural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.

Bhansali discusses the potential impact of U.S. tariffs, demand for diamonds by market, and the “cautious confidence” in India right now.

As lab-grown diamond brands pop up across India, academics are researching how to grow demand outside of the jewelry industry.

Govind Dholakia and Tanishq will be recognized for their contributions to the industry at the Diamonds Do Good Awards in Las Vegas.

The New York City-based brand has opened its first U.K. location with a permanent shop-in-shop at Liberty in London.

A metal detectorist discovered the ring that is believed to have belonged to a bishop in the late 12th to early 13th century.

Organizers looked to new partnerships and interactive experiences to enhance the spring show, set for March 16 to 18.

Kenewendo, Botswana’s minister of minerals and energy, will discuss the future of diamonds.

The suspect allegedly stole almost $800,000 worth of diamond jewelry from a store in Orlando and then swallowed it during a traffic stop.

Ahead of the Gem Awards on Friday, Jen Cullen Williams and Duvall O’Steen share pro tips for taking the best photos.

Founded in 2000, Marco Bicego is commemorating its milestone anniversary with a “25 Best” collection and campaigns honoring its heritage.

Those attending the company’s upcoming Zoom workshop will receive early access to “The List,” its new resource for finding buyers.

The organization will present an award to Amy-Elise Signeavsky, law enforcement and diamond recovery manager at GIA.

Chandler started his jewelry career at Michelson Jewelers, joining the Diamond Council of America as president and CEO in 2001.

Scottish American designer Maeve Gillies collaborated with Platinum Guild International on jewelry created by direct metal 3D printing.

Ahead of its trade show in May, TJS awarded free registration and accommodations to five up-and-coming jewelry industry professionals.

The 2025 Gem Awards are set to take place Friday at Cipriani 42nd Street in New York City.

The annual star-studded campaign for International Women’s Day encourages collective action against domestic violence.

The statement piece is seen in Yeprem’s new “You Play the Game” campaign, created for International Women’s Day.

Longtime employee Kyle Slosson has been promoted to the role.