IndependentsSep 04, 2026
Orloff Jewelers Will Soon Unveil a Bigger, Better LocationThe California jeweler is renovating its store in Fresno, with plans to show off the new space in December.
EditorsMay 25, 2017
Traveling 1,913 Virtual Miles to Vegas
The woman behind Jordan Alexander jewelry is covering the distance between Birmingham and the Wynn Las Vegas on her Peloton bike. Here’s what she’s learning.
The map that Theresa Harper Bruno, the designer behind Jordan Alexander, posted on her brand’s Instagram account the day she started her virtual bike ride from Alabama to Nevada.
It’s a journey of self-discovery that’s befitting of today’s virtual world--1,913 miles to a trade show without encountering a single pothole, storm or run-down motel along the way.
Theresa Harper Bruno, the designer behind Jordan Alexander jewelry, decided this past spring that she would log the miles between her home in suburban Birmingham, Alabama, and the Wynn Las Vegas on her Peloton exercise bike.
Here’s how the stationary fitness cycle works: Users pay $1,995 for the bike and, if they so choose, a monthly fee of $39 to do on-demand or live spinning classes streamed over the internet.
Bruno bought her Peloton in August 2016. As she continued to log miles on her new bike and Couture got closer, she started thinking about the how difficult it would be to ride a bike all the way from her home in Mountain Brook, Alabama, to Las Vegas, and how the difficulties of that journey parallel the challenges of assembling a collection for the show.
Both, Bruno decided, involve the same sort of discipline--doing it each day, even when you don’t feel like it, because you can’t risk the work piling up--and involve working toward a set time and place for completion, albeit one would be physical while the other is metaphorical.
Couture is “daunting to the spirit of a creative person. It’s definitely putting your heart out there … all the stores and editors come to see it. It requires such an opening up of your insides as a creative person.”
And, she added, “You are definitely creating to a finish line.”
Given the parallels, Bruno decided to embark on the 1,913-mile journey from eastern Alabama to Las Vegas on March 1, which meant that in order to make it to the Wynn by June 2, she would have to log 20 miles every day--a nearly two-hour commitment--adding miles when she misses a day.
“That’s where it really gets tough,” she said. 
As of May 25, she was 1,803 miles into her journey, virtually cruising past Kingman, Arizona.
What Bruno has learned on her now nearly complete “Journey for Discovery” is what so many people (including myself as an avid runner) have come to know about exercise--that it is a great time for working through your thoughts.
It’s
helped her to reflect on key questions, like, what do I want from this Couture? And, even better, what do I want to feel like by the end of the show?
Bruno is a not a trained bench jeweler; Los Angeles-based bench jeweler Murat Uguz makes her pieces.
But she is a Julliard-trained pianist who grew up with a love for jewelry thanks to a very fashionable grandmother, something to which I can relate. She buys the gemstones and sketches out the designs herself and, like almost every other designer at the show, feels very personally invested in her line, which is named for her two sons.
“You can go into Couture and … allow yourself to get hurt or down. It’s a crazy competitive business. Or, you can go into it with the spirit of, ‘I want to build everybody up around me.’”
“That time exercising is definitely a thoughtful time,” she said. “You just work your stuff out on that bike.”
Admittedly, Bruno did not start her virtual journey with much of a social media plan in mind, which many would consider a faux pas in this age of (over)sharing. She used a hashtag, #roadtocouture, on that first post, and that was about it.
Along the way, though, Bruno, who does not have a personal Facebook or Instagram page, seems to have shed some of her social shyness (which is also something to which I can relate).
She’s posted about the #roadtocouture multiple times, allowing her 11,000 Instagram followers to track her journey west.
“You get to places in life where you are willing to be more open. It’s just the right place, right time, and that’s what it was for me,” she explained.
“It’s very much an opening up, if you will.”
Jordan Alexander is exhibiting with brand development agency For Future Reference at Couture, Booth #601 in the Lafite Ballroom.
Bruno is a not a trained bench jeweler; Los Angeles-based bench jeweler Murat Uguz makes her pieces.
But she is a Julliard-trained pianist who grew up with a love for jewelry thanks to a very fashionable grandmother, something to which I can relate. She buys the gemstones and sketches out the designs herself and, like almost every other designer at the show, feels very personally invested in her line, which is named for her two sons.
“You can go into Couture and … allow yourself to get hurt or down. It’s a crazy competitive business. Or, you can go into it with the spirit of, ‘I want to build everybody up around me.’”
“That time exercising is definitely a thoughtful time,” she said. “You just work your stuff out on that bike.”
Admittedly, Bruno did not start her virtual journey with much of a social media plan in mind, which many would consider a faux pas in this age of (over)sharing. She used a hashtag, #roadtocouture, on that first post, and that was about it.
Along the way, though, Bruno, who does not have a personal Facebook or Instagram page, seems to have shed some of her social shyness (which is also something to which I can relate).
She’s posted about the #roadtocouture multiple times, allowing her 11,000 Instagram followers to track her journey west.
“You get to places in life where you are willing to be more open. It’s just the right place, right time, and that’s what it was for me,” she explained.
“It’s very much an opening up, if you will.”
Jordan Alexander is exhibiting with brand development agency For Future Reference at Couture, Booth #601 in the Lafite Ballroom.
More on Editors
The Latest
CollectionsSep 04, 2026
Chelsea Gabrielle Transforms Pilates Reformer Springs Into Ring A lifelong practitioner of Pilates, Gabrielle looked to the springs’ tension and suspension when creating this ring, our Piece of the Week.
Events & AwardsSep 04, 2026
JCK Industry Fund Accepting 2027 ApplicationsThe deadline to apply is Nov. 13.
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.
AuctionsSep 04, 2026
Christie's Names New Global Head of WatchesThe auction house has promoted Remi Guillemin, formerly its head of watches for the Americas and EMEA, to the role.
Weekly QuizSep 03, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsSep 03, 2026
Here Are the First Recipients of Nina Pugliese Memorial Scholarship Jewelers of America also revealed the recipients of the Seymour & Evelyn Holtzman Bench Scholarship and its own scholarship programs.
WatchesSep 03, 2026
Robert Pattinson Joins Jaeger-LeCoultre as Brand AmbassadorThe British actor, known for his roles in “Twilight” and “The Odyssey,” will star in a campaign for the Master Control Chronometre.
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.
CollectionsSep 03, 2026
Sydney Evan Celebrates 25 Years With 4 New CollectionsThe “Confetti Disco,” “Champagne Cheers,” “Tuxedo,” and “Classic Punk” jewelry collections each capture a distinct spirit of celebration.
CrimeSep 02, 2026
CA Jeweler Gets 5 Years in ‘Phantom Rolex’ Ponzi SchemeNelson Holdo of Newport Beach pleaded guilty to multiple counts of felony grand theft and writing bad checks and was sentenced Monday.
AuctionsSep 02, 2026
If You Love Cats, This Jewelry Auction Is for YouCat ladies of the jewelry world, unite. Sandy Lerner’s “significant” collection of cat jewelry and other objects is going up for auction.
MajorsSep 02, 2026
Messika Names Former Omega Exec as New President, CEO of AmericasArnaud Michon, the former Omega USA President, will now lead Messika’s Americas region during its international development.
Events & AwardsSep 02, 2026
Emerald’s New Owner Introduces ‘Glitter in the Grove’The branding references the back-to-back jewelry shows that new parent company Forge will host in Miami's Coconut Grove this November.
AuctionsSep 01, 2026
UK Woman Uncovers Rare Patek Philippe Watch in Mom’s Jewelry BoxThe stainless steel Patek Philippe “Calatrava” watch from the 1930s sold for nearly $80,000 at a recent Hansons Cornwall auction.
ColumnistsSep 01, 2026
Your Jewelry Marketing Has a Bridal ProblemEngagement rings are important but don’t ignore the customers who are buying jewelry “just because,” Emmanuel Raheb writes.
MajorsSep 01, 2026
Kering Names New Pomellato, DoDo CEOsFormer Pomellato CEO Sabina Belli has been named president of Kering Italia amid a shakeup of Kering's new Jewelry division.
MajorsSep 01, 2026
Anne Marie Shulman Joins GPA GlobalThe veteran luxury packaging executive was appointed to help the company grow its North American business.
CrimeAug 31, 2026
$4M Van Cleef & Arpels Diamond Necklace Snatched From Vienna Museum Once the property of an Egyptian queen, the necklace was part of a larger exhibition of VCA jewelry at the Museum of Applied Arts (MAK).
GradingAug 31, 2026
GIA, Gübelin Gem Lab Confirm New Paraíba Tourmaline Deposit in EthiopiaThe labs’ separate investigations each determined that the East African country is producing copper-bearing tourmaline.
Events & AwardsAug 31, 2026
Wisconsin Museum to Host Jewelry Exhibition“Chicago Collects: Jewelry in Perspective” at the Oshkosh Public Museum will feature works by Fabergé, Lalique, and Louis Comfort Tiffany.
CollectionsAug 31, 2026
Catbird Launches First Men’s Jewelry CollectionThe “Worn Well” collection is Catbird's take on classic men's jewelry.
CollectionsAug 28, 2026
Dolly Parton Would Have Loved This Butterfly Necklace This Buddha Mama butterfly is our Piece of the Week honoring the legend, who embraced the beautiful insect as her symbol.
SourcingAug 28, 2026
Gareth Penny to Give Opening Speech at CIBJO Centenary CongressThe former De Beers CEO, and perhaps its next owner, will be a featured speaker at the event, slated for Sept. 4-7 in Italy.
IndependentsAug 28, 2026
Day’s Jewelers Honored With 3 Workplace AwardsThe employee-owned jeweler was named a “Best Place to Work” in Maine, New Hampshire, and for women.
CollectionsAug 27, 2026
Pandora Expands ‘Talisman’ Collection as Lawsuit Continues The second iteration of the jewelry collection was inspired by the zodiac and the four elements: earth, water, air and fire.
SourcingAug 27, 2026
OFAC Renews License Allowing Import of ‘Grandfathered’ Russian Diamonds General License 104B supersedes General License 104A, which was set to expire on Sept. 1.
CrimeAug 27, 2026
Customs Seizes Nearly 900 Pieces of Counterfeit JewelryThe package, intercepted in Indianapolis, contained fake Cartier, Tiffany & Co., and Van Cleef and Arpels jewelry.
