CollectionsJun 13, 2025
Piece of the Week: Robinson Pelham’s Pear EarringsTake a bite out of the 14-karat yellow gold “Fruits of Love Pear” earrings featuring peridots, diamond stems, and tsavorite leaves.
EditorsApr 12, 2021
Looking Back on the Legacy of Alex Woo
Editor-in-Chief Michelle Graff shares memories of the designer, who died of cancer late last month at 47.
Alex Woo, an innovative jewelry designer and savvy businesswoman, died of cancer late last month. She was just 47 years old.
I was off work on Friday, April 2 and disconnected for the day, so I didn’t get the news until late that evening, when a colleague texted me to say her heart was broken over the news about Alex Woo.
Mine is too.
The talented designer and savvy businesswoman, 47, died of cancer March 30 at her home in New York City.
A private memorial service was held April 2—the same day her company announced their founder’s passing via social media—at the beautiful Siesta Key Beach in Sarasota, Florida.
Alex was awesome.
She was, good friend Lynette Brubaker remembered with me last week, the perfect “left brain-right brain,” a rare find in the field of jewelry design, or any field really—someone who can be creative but also balance the books.
Alex’s sculptural, three-dimensional charms have a distinctive look and feel, fulfilling a tenet of good design continually preached by another woman we lost too soon, Cindy Edelstein.
Alex certainly did not invent initial jewelry, but she carved her own place in the field, particularly with the launch of her iconic, trademarked “Little Icons” collection.
“Her take on personalization,” Lynette said, “was very new.”
“She made charms sophisticated, in my opinion. This was not your mother’s charm necklace or charm bracelet.”
Mine is too.
The talented designer and savvy businesswoman, 47, died of cancer March 30 at her home in New York City.
A private memorial service was held April 2—the same day her company announced their founder’s passing via social media—at the beautiful Siesta Key Beach in Sarasota, Florida.
Alex was awesome.
She was, good friend Lynette Brubaker remembered with me last week, the perfect “left brain-right brain,” a rare find in the field of jewelry design, or any field really—someone who can be creative but also balance the books.
Alex’s sculptural, three-dimensional charms have a distinctive look and feel, fulfilling a tenet of good design continually preached by another woman we lost too soon, Cindy Edelstein.
Alex certainly did not invent initial jewelry, but she carved her own place in the field, particularly with the launch of her iconic, trademarked “Little Icons” collection.
“Her take on personalization,” Lynette said, “was very new.”
“She made charms sophisticated, in my opinion. This was not your mother’s charm necklace or charm bracelet.”
“Alex Woo was one of the smartest people I knew in the industry. Over the years, she worked strategically to take her company to another level. Every major department store and luxury retailer carried Alex Woo. Her design aesthetic was strong and she created a niche in the market … She [also] was a kind soul who was always willing to help with a smile. The industry has experienced a huge loss, but her work will always live on through her classic designs.” — Jay Lakhani, Deepa Gurnani
While the sculptural look of the charms set them apart, it was the savvy placements engineered by Alex that helped put them on the map, observed Lynette, who was publisher of InStyle magazine when the pair first met in the early aughts.
Alex Woo jewelry was all over the uber-popular series “Gossip Girl,” which aired on the CW from 2007 to 2012 (“Will Gossip Girl fuel a must-have necklace craze?” this very publication asked back in 2010), and on another CW show, “The Carrie Diaries.”
Airing for two seasons in 2013 and 2014, the latter followed the misadventures of a young Carrie Bradshaw, played by AnnaSophia Robb. Having the lead actress wear an Alex Woo “C” was a smart way to reach a younger audience, especially given the trend-setting precedent set by “Diaries” adult forerunner, “Sex and the City.”
Then there were the collaborations.
Alex was onto the idea of seeking out partners to help expand her reach before “collabs” became ubiquitous, before every other collection was “Somebody x Somebody.”
Knowing there were female sports fans out there who were looking for ways to show support for their favorite team, she partnered with Major League Baseball to design charms for all 30 teams.
She made charms for numerous Disney movies, and when it came time to soften up her line with the addition of the cursive “Autograph” collection, she teamed up with high-end nail polish brand Smith & Cult.
And it was another collaboration that brought me to Alex’s New York City showroom in June 2019, the last time I sat down for an extended interview with her.
Alex Woo (fourth from left) is pictured among friends at the 2019 Gem Awards. JA’s Amanda Gizzi remembered of Woo: “I knew I would see her at the industry’s events. She went to support the events and to connect with her friends. For GEM Awards, I knew, she was there to support me; that’s who she was. The industry lost one of our brightest souls and talents. I will miss her dearly.” (Photo credit: Bart Gorin)
National Jeweler Associate Editor Lenore Fedow and I went together, heading uptown ostensibly to spend an hour or so with Alex talking about her deal with Sugarfina.
We ended up staying most of the day because I just enjoyed chatting with Alex, which doesn’t happen every time I do an interview, trust me.
She was smart and engaging, and I felt like I left her studio with a refreshed perspective on the industry, and several story ideas.
We talked about everything—retail distribution, trade shows, the intrinsic value of jewelry, how she picked her collaboration partners.
She looked for brands with a solid base of sophisticated clients who appreciate quality (all of Alex’s jewelry was top-notch, and all of it was made in New York City).
She also said she gravitated toward women-owned, or co-owned, brands because she liked working with other female entrepreneurs.
“It’s heartwarming,” Alex told me, “to see how much we can, and want, to help each other.”
She cut a path for other female business owners and, as Greenwich St. Jewelers co-owner Jennifer Gandia noted in her touching tribute to Alex shared on Facebook, for BIPOC designers and entrepreneurs as well.
“[Alex] was a wonderful colleague and friend. We are both mothers of boys and shared stories about our sons and juggling work/home life. She was very busy, but often reached out to invite me to dinner or a coffee. I will remember her warm smile, her enthusiasm for projects such as Disney or the MLB items and, importantly, her commitment to charity. I will miss Alex dearly.”— Karen Giberson, Accessories Council
The last time I saw Alex was at the 2020 Gem Awards, which took place in January of last year. It was the next-to-last industry event I attended before the shutdown.
When I think of Alex being gone, the same few thoughts cycle through my mind.
I wish I would have reached out more over the years—had more coffees, more lunches, more phone conversations, eschewed my overpacked schedule to connect. At the end, those will be the things worth remembering, not the day you finally cleared your inbox or checked off everything on your to-do list.
I wish I had one more chance to hang out with Alex at her showroom and talk.
And I wish I would have known that the last time I saw her would be the last time.
These are the same thoughts I remember having after Cindy Edelstein died and, yet, it seems like I never learn.
Because here I am again, five years later, saying an unexpected goodbye to another kind friend with the same regrets.
Rest in peace, Alex. You will forever be missed.
More on Editors
The Latest
Events & AwardsJun 13, 2025
AGA to Host ‘Diamonds From Mine to Market’ Education ConferenceThe one-day virtual event will feature speakers from De Beers, GIA, and Gemworld International.
AuctionsJun 12, 2025
Vintage Patek Philippe From the ‘50s Sells for $4M at Sotheby’s Al Capone’s pocket watch also found a buyer, though it went for less than half of what it did at auction four years ago.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
Events & AwardsJun 12, 2025
Gabriel Love Foundation Introduces Scholarship Honoring Elias GabrielThe foundation has also expanded its “Stronger Together” initiative with Jewelers for Children.
Weekly QuizJun 12, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsJun 12, 2025
Former De Beers Exec Celine Assimon Joins BonhamsAssimon is the auction house’s new chief commercial officer.
MajorsJun 11, 2025
Pandora Bets on Las Vegas for First North American FlagshipThe Danish jewelry giant hosted its grand opening last weekend, complete with a Pandora pink roulette wheel.
Brought to you by
The True Power Behind the Counter: Why Sales Associates Are the Heart of the Jewelry BusinessWhen investing in your jewelry business, it's important not to overlook the most crucial element of success: the sales associates.
GradingJun 11, 2025
Tiffany Stevens Exits IGI, Lab Appoints New Board LeaderIndustry veteran Anoop Mehta is the new chairman and independent director of the IGI board.
Events & AwardsJun 11, 2025
Kering Announces Winners of Sustainability-Focused AwardThe winners of the inaugural “Kering Generation Award x Jewelry” are student Lee Min Seo and China-based startup Ianyan.
SourcingJun 10, 2025
De Beers Turns to Brown, Yellow Diamonds for New ‘Beacon’“Ombré Desert Diamonds” will emphasize cream-, champagne-, and brown-colored diamonds, shades that set natural stones apart from lab grown.
AuctionsJun 10, 2025
Noonans to Auction 16th-Century Signet RingIt's one of the “Gresham grasshopper” rings English financier Sir Thomas Gresham was known to gift to acquaintances or business associates.
CollectionsJun 10, 2025
Tabayer Names Mary Chiam as CEOThe brand also debuted its new “Zorae” collection featuring a talisman of protection and harmony inspired by a sheaf of wheat.
MajorsJun 10, 2025
Lauren Johansen Joins Loudr As Loudr’s new account manager, Johansen will partner with clients to craft and execute marketing strategies.
Events & AwardsJun 09, 2025
And the Winners of the 2025 Couture Design Awards Are … Designers were recognized in 12 categories, from platinum to pearls, before the evening ended with a new, retail-focused award.
AuctionsJun 09, 2025
Nancy Astor’s Cartier Tiara Sells for $1.2MThe rare turquoise and diamond jewel was the top lot at Bonhams’ June jewelry sale.
IndependentsJun 09, 2025
Here Are the 2025 Retailer Hall of Fame InducteesThis year’s honorees include a Midwest retailer and two multi-store independents, one in New York and the other in New England.
Events & AwardsJun 09, 2025
CASE Awards Now Accepting Entries For 2025The deadline to submit is June 16.
MajorsJun 09, 2025
RDI Diamonds Partners With LavalierThe diamond wholesaler is working with the insurance provider to seamlessly offer personal jewelry insurance to RDI retailers’ clients.
CollectionsJun 06, 2025
Piece of the Week: Harwell Godfrey’s ‘Granny Squares Eleanor’ Necklace As an homage to iconic crochet blankets, the necklace features the nostalgic motif through a kaleidoscope of cabochon-cut stones.
Events & AwardsJun 05, 2025
The 12 Fresh Faces in Couture’s Design AtelierDiscover the dozen up-and-coming brands exhibiting in the Design Atelier for the first time.
SourcingJun 05, 2025
A Rare Suite of Rubies Has Arrived in Las VegasThe “Royal Ruby” Collection is a quintet of untreated rubies curated by collector Jack Abraham.
Events & AwardsJun 05, 2025
Daymond John to Give Keynote at JCK Las VegasThe entrepreneur and “Shark Tank” star will share his top tips for success.
MajorsJun 05, 2025
Platinum Guild International Updates Leadership TeamTwo existing executives have been given new roles.
Events & AwardsJun 05, 2025
Zillion Announces 'Women in STEM' Scholarship RecipientMeredith Tiderington, an electrical engineering student, was selected for the award.
Lab-GrownJun 04, 2025
GIA Reverting to More General Terminology for Lab-Grown DiamondsIt will quit assigning the stones specific color and clarity grades in favor of applying “new descriptive terminology.”
Events & AwardsJun 04, 2025
As JCK Talks Returns, Don’t Miss These 12 SessionsFrom design trends to sustainability, here’s a roundup of can’t-miss education sessions at JCK Las Vegas.
