The opening of the Alex and Ani jewelry store earlier this month was an important development for Newark’s Main Street.
The store features American-made products with a personal touch that can include your favorite college or university or professional team.
According to the company’s mission statement. A word of caution here: There’s a fair amount of new age lingo here:
Alex and Ani offers “eco-friendly, positive energy products that adorn the body, enlighten the mind, and empower the spirit, designed by Carolyn Rafaelian and made in America. Rafaelian believes that every individual has a positive message to share with the world and by incorporating powerful symbolism and design into each (+) energy piece, Alex and Ani provides a vehicle for the wearer to express their individuality in an organic, spiritual way. She believes it is her life’s work to support communities and organizations while inspiring her customers to relish what is unique and authentic about themselves, revealing the beauty that resides within.”
The company has grown to 18 stores and it is significant that it chose to go to the Main Street, rather than one of America’s top-performing malls, (Christiana) where it might have done OK.
Main Street is now evolving beyond university-oriented stores to a mix of merchants. While locally owned businesses form the core of Main Street, fast-growing niche retailers with a different point of view are also a key to the future.
