Events & AwardsJul 29, 2025
Melee The Show Welcomes 15 New DesignersThe first-time exhibitors, set to debut at the New York City show, share a devotion to craftsmanship, storytelling, and material integrity.
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
SourcingJul 29, 2025
Auctim to Offer 7.3M+ Carats of Rough EmeraldsThe online auction house’s September sale will feature rough Brazilian emeralds of various qualities.
MajorsJul 29, 2025
Alexis Padis Re-Elected AGS Board President She’ll lead an executive committee consisting of President-Elect Bryan Moeller, Mitchell Clark, Bill Farmer, and Larry Rickert.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
Policies & IssuesJul 28, 2025
U.S.-EU Come to Agreement on Tariffs Announced Sunday, the deal will set the tax on goods imported into the United States from the European Union at 15 percent.
Weekly QuizJul 25, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJul 28, 2025
Nanis Brings a New Palette to ‘Ipanema’A new edition of the Italian brand’s “Ipanema” collection has debuted with gemstones that evoke Brazil’s breathtaking views.
MajorsJul 28, 2025
The 1916 Company Partners with ‘Shark Tank’ Star’s Watch Insurance PlatformThe retailer will refer its customers to WonderCare, founded by venture capitalist and watch collector Kevin O’Leary.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
IndependentsJul 28, 2025
Sissy’s Log Cabin to Open Flagship in Arkansas The jeweler’s largest store yet is set to open in Little Rock next fall.
CollectionsJul 25, 2025
Piece of the Week: Jemma Wynne’s ‘Forme’ NecklaceAnne Hathaway was seen wearing the toggle necklace three times while filming scenes for “The Devil Wears Prada 2.”
Events & AwardsJul 25, 2025
Pre-Registration Open for September Hong Kong ShowJewellery & Gem World Hong Kong is scheduled for Sept. 15 to 21, and buyer pre-registration will be available until Sept. 7.
FinancialsJul 25, 2025
LVMH Sales Slip in H1 Amid ‘Prevailing Uncertainties’Renovations at Tiffany & Co. stores ate into profits in the company’s watch and jewelry division.
Events & AwardsJul 24, 2025
2 Retailers to Receive 2026 Gem Award for Lifetime AchievementMark and Candy Udell of London Jewelers will receive the honor at the 24th annual Gem Awards next March.
SourcingJul 24, 2025
De Beers Sees Diamond Production Sink 36% in Q2 While struggles continue at the mining and trading end of the pipeline, consumer demand for diamond jewelry is holding steady.
CollectionsJul 24, 2025
Francesca Villa Adds Dimension to Her Intaglio CharactersThe “Fantasia” jewelry collection turns the intaglio animals from her “Close Encounters” collection into 3D characters.
WatchesJul 24, 2025
Breitling Drops Super Bowl Watch Honoring the Philadelphia Eagles The special Classic Avi Chronograph 42 with an Eagles-green dial is limited to 59 pieces, a nod to the Super Bowl Philadelphia just won.
CrimeJul 23, 2025
JSA Warns of Violent String of Smash-and-Grabs in California JSA has received reports of mobs swarming jewelry stores, driving cars into the storefront or smashing through the windows.
CollectionsJul 23, 2025
Silvia Furmanovich’s ‘Kashmir’ Collection Is a Tribute to Northern IndiaThe “Kashmir” collection features centuries-old craft techniques made in collaboration with the region’s master papier-mâché artisans.
IndependentsJul 23, 2025
Montreal’s Ecksand Eyes Move to SoHoCreative Director Erica Bianchini shared why the jeweler is looking to expand into the U.S. and how it’s putting Canadian craftsmanship on the map.
IndependentsJul 23, 2025
IJO Raises Nearly $37K for LA Fire Relief Two Los Angeles Fire Department stations plan to use the donations to upgrade their equipment and tools.
CollectionsJul 22, 2025
Jewelry With a Rock ‘n’ Roll Aesthetic Heads to Sotheby’s LondonNext week, the auction house will kick off a selling exhibition of jewelry by British artist Hannah Martin and Coldplay’s Guy Berryman.
SourcingJul 22, 2025
Antwerp Diamond Heist Documentary Coming to Netflix“Stolen: Heist of the Century” is based on “Flawless,” the book about the middle-of-the-night theft, and will debut on Netflix in August.
ColumnistsJul 22, 2025
The Gifting Gap: How to Market Jewelry Beyond the HolidaysEmmanuel Raheb shares the top five gifting moments outside of major holidays that jewelers should build marketing campaigns around.
Events & AwardsJul 22, 2025
NY Now’s Summer Market Returns in AugustThe wholesale trade show’s Luxury Lifestyle section will showcase established and emerging jewelry designers.
MajorsJul 21, 2025
Rio Grande Expands Personalization OfferingsAs demand for custom jewelry grows, the company is expanding its services to support retailers.
Events & AwardsJul 21, 2025
NAJA’s 2025 ‘Ace It’ Conference To Go VirtualThe mid-year conference for jewelry and watch appraisers is slated for Aug. 9 to 10 on Zoom.
TrendsJul 21, 2025
Amanda’s Style File: Graduated With Honors Graduated stones make for elevated tennis-style pieces and dramatic statement necklaces.
