Carolyn Rafaelian

What does it take to turn a charm bracelet – a bit of 1950s-style adornment found in every girl’s jewelry box – into a personal talisman and statement of transcendent spirituality? Some might call it “chutzpah.” Some might call it marketing. But whatever you attribute Alex and Ani’s success to, it works.

The company, which makes eco-sensitive bangles bearing inspirational slogans, is the creation of founder, CEO and Chief Creative Officer Carolyn Rafaelian, daughter of a Rhode Island jewelry manufacturer.

The business started with bracelets and a branding message emphasizing positive energy. But today it is so much more. Alex and Ani has about 64 stores from Providence to Panama, according to its website, and its charitable division has earned $30 million for nonprofits.

As a way to give back to her home state through investment in iconic assets, Rafaelian purchased Belcourt Castle in Newport and Sakonnet Vineyards in Little Compton. Both now also bear her name.

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Her success in a state with the reputation of being unfriendly to business is a repudiation to the naysayers, especially as the company continues to grow its local footprint, adding employees and expanding its product lines. And it shows no signs of cooling down.

“It’s almost like a little magical spell of love, and I put it in every single thing that I do,” Rafaelian told the Women’s Jewelry Association in 2012. “And … that little magical spell is multiplying.” •

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