Do you want “limitless power, limitless good karma, and limitless wisdom”? Alex and Ani’s promotional material tells you to buy the Buddha Charm Bangle, available for $28. Do you want “divine direction and soulful enlightenment”? They recommend the Saint Anthony Charm Bangle, for the same price. For the union of masculine and feminine energy, Alex and Ani offers the Star of David Charm Bangle, at $24.
Last year, Alex and Ani, founded in 2004 by Carolyn Rafaelian and named for her two eldest daughters, sold $230 million worth of these amulets. Its bangles, necklaces, earrings and rings are available in 40 Alex and Ani stores in the United States, and in 1,500 other retail outlets around the world. According to a company spokesperson, the company moved over 18 million units “between 2012 and 2013.”
The growth of Alex and Ani poses a question: Is the company a capitalist success story, run by a single mom in the same midsize New England town where she grew up? Or is it a worldwide church, whose tokens of membership, worn on the wrist or around the neck, happen to generate booming sales?
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