SourcingJul 09, 2025
Florida Couple Finds 3-Carat Diamond in ArkansasThey discovered “The Dash Diamond,” named for their dog, at the Crater of Diamonds State Park earlier this month.
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
CollectionsJul 08, 2025
Mikimoto’s High Jewelry Collection Turns Pearls into PetalsThe “Les Pétales” collection imagines roses caught mid-bloom as a tribute to nature’s beauty.
ColumnistsJul 08, 2025
Peter Smith: Why Jewelers Struggle With Premium PricingLuxury brands charge thousands for their shoes and handbags. Jewelers pricing diamond products should take note, Peter Smith writes.
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 08, 2025
David Rotenberg of David Craig Jewelers Dies at 79Rotenberg was an active member of the American Gem Society and an accomplished appraiser who also worked with therapy dogs at a hospital.
Weekly QuizJul 02, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TechnologyJul 08, 2025
‘Diamond Divas’ Brings the Showroom to Social Media Reality SeriesIt follows New York-based brand Shahla Karimi Jewelry’s all-women team in “Say Yes to the Dress” meets “The Office”-style episodes.
Policies & IssuesJul 08, 2025
SMO Gold Launches New FoundationIn its inaugural year, the SMO Foundation will focus on supporting two organizations in West Africa and one in South America.
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.
Policies & IssuesJul 07, 2025
Higher Tariffs Set to Take Effect Aug. 1, Officials SayThe announcement comes just as the 90-day freeze on the “reciprocal” tariffs nears its end, giving countries more time to negotiate.
MajorsJul 07, 2025
Natural Diamond Council CEO David Kellie To Step DownKellie, who joined the organization in 2019, will remain in his role through the end of 2025.
CrimeJul 07, 2025
7 Suspects Charged in California Jewelry Store BurglaryPolice officers apprehended the suspects as they were allegedly attempting to gain entry into another jewelry store.
Events & AwardsJul 07, 2025
Applications Open for Ella Klein Internship The program, a collaboration between Julius Klein Diamonds and the Women’s Jewelry Association, is in its second year.
Supplier BulletinJul 03, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
MajorsJul 03, 2025
Brilliant Earth Names Tennis Star Madison Keys as Its New AmbassadorThe 2025 Australian Open champion is the jewelry brand’s first athlete ambassador.
MajorsJul 03, 2025
Muse Sets Up Shop in Nordstrom’s New Jewelry HallThe West Village jewelry boutique’s new shop-in-shop is the cornerstone of Nordstrom’s revamped jewelry hall.
SourcingJul 03, 2025
SRK Announces Its Natural Diamonds Are Now Carbon-NegativeThis past year, the manufacturer said it recorded below-zero emissions per carat of natural diamond.
CollectionsJul 03, 2025
Piece of the Week: A Firework of Diamonds From YepremThe brand’s “Golden Strada” statement necklace features round, marquise, and pear diamonds that sparkle like Fourth of July fireworks.
CrimeJul 03, 2025
JSA Shares Holiday Weekend Security Tips Amid Spike in BurglariesJSA’s Scott Guginsky provided a list of nine security measures jewelers should observe while locking up for the long weekend.
MajorsJul 02, 2025
Boucheron Looks to LA for First West Coast FlagshipLocated on Rodeo Drive, the store’s design was inspired by Hollywood and Los Angeles culture.
MajorsJul 02, 2025
Marco Bicego Opens Milan FlagshipThe new location continues the brand’s celebration of its 25th anniversary.
WatchesJul 02, 2025
Chrono24 Revamps Brand, Launches New CampaignThe online watch marketplace’s “Time Is Our Thing” campaign highlights the importance of time.
SourcingJul 02, 2025
Bernadette Mack Joins Gem Legacy as Executive DirectorShe will oversee strategic planning, fundraising, industry partnerships, and the launch of the Gem Legacy Campus in Tanzania.
CrimeJul 02, 2025
Pandora, Amazon Partner to Uncover Counterfeit Jewelry NetworkWorking with Amazon’s Counterfeit Crimes Unit and law enforcement, Pandora helped to shut down a large-scale counterfeit network in China.
MajorsJul 01, 2025
Cast Closes Business, Plans for RelaunchThe jewelry company has closed its three California brick-and-mortar stores, as well as its online shop, for now.
Events & AwardsJul 01, 2025
William Goldberg Diamonds, FIT Partner for Apprenticeship ProgramThe company is providing the opportunity for an FIT student to work alongside master diamond cutter Willie Lopez in its workshop.
IndependentsJul 01, 2025
Elie Hannoush, Founder of Hannoush Jewelers, Dies at 73He is remembered for his successful entrepreneurship, generosity, and dedication to his family.
MajorsJul 01, 2025
Claire’s Is Looking for a Buyer, Report SaysThe jewelry store chain has reportedly been struggling with costs related to tariffs as well as tough retail competition.
