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The best designers you’ve never heard of.

Making It Count
New York City jewelry designer Alex Woo combines an eye for trends with a legacy of fine craftsmanship.

Name: Alex Woo
Business: Alex Woo (AlexWoo.com)
Location: New York City

Your father was a master jeweler. When did you decide to follow in his footsteps and become a jeweler yourself?
I’ve been an artist all my life. I grew up playing with paper and pencils, not toys, and I’ve always had a passion for style. As I got older, I realized that I needed to channel that creativity. Even though my father was a jeweler, designing jewelry was never anything I planned to do—it just evolved from my interest in art and fashion.

How has your father’s work influenced yours?
His philosophy has always been to offer the highest level of craftsmanship and use the best-quality materials, and that’s what I’ve done too. For example, we have just launched a fine jewelry line that will retail for up to $10,000, so we made sure to hand-select the best diamonds for it.

After studying fine arts and jewelry design at Cornell, the American University of Paris, and Parsons, you launched your own label. What led you to take that first step?
Ever since I was a child, I have wanted to create things and watch them grow. I love what I do, so it was the best decision I’ve ever made in my life.

You recently were named one of 2006’s Rising Stars by a panel of experts from the JCK Show Design Center, and your designs are worn by celebrities such as Jessica Simpson and Drew Barrymore. How does it feel to be acknowledged in these ways?
It’s such a nice honor to be recognized for doing something that I love. Celebrities have their choice of wearing everything and anything, so it’s really flattering to see them wearing my jewelry. But it’s not only glamorous celebrities—it makes me happy to see anyone wearing my pieces. I work so hard on designing my collections from start to finish, so when I actually see someone wearing my work, it’s like watching someone open a present. It’s extremely gratifying.

Where are your pieces currently available?
My jewelry is sold at Henri Bendel, in the Neiman Marcus Catalog, at specialty boutiques nationwide, and online at AlexWoo.com.

Do you have a few signature pieces?
My signature pieces are my icon collections, most notably the little numbers. They’re pendants that I designed to reflect the precious moments in our lives. Whether it’s a birthday, an anniversary, a milestone, or even just a lucky numeral, everyone has a special number.

You’re known for striking a balance between trendiness and traditional fine craftsmanship. How did you develop this approach?
I’ve always designed my jewelry to be classic and versatile. While I like to reinterpret current trends and add some of those influences to my work, I never let trends dominate the pieces. I want each one to be timeless.

Do you have any style icons or favorite designers? Who or what inspires you?
I love the way Diane Von Furstenberg is able to flatter a woman’s body with a balance of classic style and sensuality. And I also love to travel—I’m continually inspired by the sights and sounds of different countries. Last year, I vacationed in Morocco, and the food, people, and architecture there were so fascinating that I created a whole collection called Zahrah inspired by my experiences there.

How would you describe the typical Alex Woo customer?
She’s a successful, confident working woman who loves fashion and accessories.

Woo’s Little Number pendants come in diamonds, 14-karat yellow gold, or sterling silver. Eva Longoria wears number 9, Lindsay Lohan sports 7, and Kelly Ripa loves 3.

The Little Notes collection is a favorite of Britney Spears, Kate Hudson, Jamie-Lynn Sigler, and Mischa Barton.

The Zahrah Medium Gold Vermeil Earrings ($298) were inspired by Woo’s travels to Morocco.

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