MajorsAug 05, 2026
Private Equity Firm Wants to Buy 100+ JCPenney StoresOnyx Partners has submitted a second offer to buy the department stores after its first offer fell through last year.
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
IndependentsAug 05, 2026
Atlanta Jeweler Introduces $10K MartiniSolomon Brothers Jewelers has partnered with local cocktail bar Roaring Social on a new martini garnished with a tennis necklace.
IndependentsAug 05, 2026
Another Member of the Siegel Family Joins Hamilton Jewelers Benjamin Siegel, son of President and CEO Hank Siegel, started working for the family business this week.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
MajorsAug 05, 2026
Bulgari Opens Store in San DiegoThe new space features a modern design that blends Bulgari’s Roman heritage with San Diego’s coastal spirit.
Weekly QuizJul 30, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeAug 04, 2026
Crew of Thieves Break Into Indiana Jeweler’s HomeFour men were charged in connection with the break-in and accused of stealing $365,000 in cash, jewelry, and designer goods.
MajorsAug 04, 2026
Pandora Hires Former Signet Board Member to Lead North American MarketAndré Branch has more than 25 years of experience with various brands, most recently serving as CEO of Ariana Grande’s cosmetics company.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
MajorsAug 04, 2026
Sasha Primak Acquires GemlokNew York-based atelier Gemlok is best known for creating the innovative “bridge” setting that became popular in the bridal market.
CollectionsAug 04, 2026
Musician Carlos Santana Launches Jewelry BrandSantana Now's debut collection, “Unidad,” features symbolic motifs as well as pieces of wood from the Woodstock stage.
CrimeAug 03, 2026
Florida Man Gets 15 Years in Trio of Jewelry Store RobberiesThe 50-year-old man pleaded guilty earlier this year to robbing two jewelry stores and a pawn shop of more than $700,000 in merchandise.
WatchesAug 03, 2026
Citizen's New Spider-Man Watch Is a Collector’s DreamThe watch’s dial features an original design by Marvel comics illustrator Adam Kubert.
CollectionsAug 03, 2026
Chatham Releases First Men’s CollectionThe new collection of lab-grown diamond and colored gemstone jewelry provides a “fresh perspective” on the category, Chatham said.
MajorsJul 31, 2026
Macy’s Iconic Red Shopping Bag Sign Torn DownThe massive billboard has been in the same spot on the department store’s Herald Square flagship store for decades.
SourcingJul 31, 2026
Gemfields’ H1 Revenue Jumps 72%The miner’s ruby and emerald auctions brought in a combined $102.9 million.
SourcingJul 30, 2026
De Beers Sale in ‘Final, Most Challenging’ Phase, Anglo CEO SaysThe goal is for the De Beers sale to be finished by the second half of 2026, with the subsequent approvals process expected to take a year.
Policies & IssuesJul 30, 2026
JA Heads Back to Washington as New Wave of Tariffs Takes Effect David Bonaparte, along with Tim Haake and Ronnie VanderLinden, continue to lobby for tariff exemptions for diamonds, gemstones, and pearls.
SurveysJul 30, 2026
Consumer Confidence Slips in JulySurvey respondents were concerned about the rising prices of food and groceries as well as unemployment.
Events & AwardsJul 30, 2026
Vicenzaoro Releases 2026 Education LineupThe trade show, slated for Sept. 4-8 in Vicenza, Italy, will feature sessions on trends, AI, gemology, and manufacturing.
Events & AwardsJul 30, 2026
Hillsborough Show Moves to New Location for 2026The public shopping event featuring art, jewelry, watches, and rare collectibles, will take place in Santa Clara, California, this fall.
EditorsJul 29, 2026
Q&A: The Past and Future of Angola’s Diamond Industry Endiama Commercial Director Elton Escrivão knows people have a lot of misperceptions about Angola. He wants to change that.
MajorsJul 29, 2026
Kevin Reilly Retires After 39 Years in the Jewelry Industry Reilly has been with PGI USA for the last 20 years, leading partnership development and professional education.
FinancialsJul 29, 2026
Kering’s H1 Jewelry Sales Up 14%Boucheron reached record sales while Pomellato found success in its signature collections.
Events & AwardsJul 29, 2026
Lauren Harwell Godfrey Designs a Flag for ArkansasShe was one of more than 120 American designers who created flags for the “United Flags of Fashion” project led by CFDA and Vogue.
ColumnistsJul 28, 2026
Peter Smith: Why Your Job Postings May Be Working Against You Smith reveals the method The Retail Smiths use to help retailers and vendors write better job postings.
FinancialsJul 28, 2026
Tiffany & Co., Bulgari Lead the Way for LVMH in H1LVMH’s jewelry and watch brands outperformed the company’s other divisions in an environment the company described as “disrupted.”
CollectionsJul 28, 2026
Lionheart’s New Collection Unites Spiritual Iconography“Sacred Heart” features symbols like crosses, angel wings, the Star of David, and the evil eye as a representation of coexistence.
