Behind the Brand

Video Transcript

Amity Gleason (00:01)
Hey there, I'm Amity Gleason, the owner and founder of Amity Alexandra Jewelry Design.

At Amity Alexandra, we love to create custom, one-of-a-kind jewelry pieces that incorporate your story. So whether you've got Gothic or alternative interests, we've got your back. Our specialty is the perfect blend of vintage inspiration with modern Gothic vibes. Our mission is that no one has to compromise their personal style anymore.

Once upon a time, I was a courtroom attorney, a criminal defense attorney, and I could not wear all the fun jewelry and makeup that I wanted to wear. And it was that time that I feel like I designed my first piece of jewelry that had my vintage, Gothic, Victorian inspiration that I love, but was still subtle enough to wear to the courtroom.

And then 13 years ago, when I got engaged, we planned this incredible Halloween wedding on the haunted Queen Mary. Do you think I could find any engagement rings or bands that fit that? No. I don't want anyone to have to experience what I did! I want people to be able to have those dream pieces incorporate their stories, their meanings, their loves, their interests into their jewelry.

This is jewelry you wear for the rest of your life. This is heirloom quality, generational hand-me-down jewelry. You want it to mean something. Everything that we do at Amity Alexandra has a personal touch. It has been, thought about, edited, created, designed over and over to have that perfect mix of magical, sparkle, Victorian

Gothic inspiration and modern vibes and modern technology. Take a look at the gallery and you will see how many different unique pieces we have done. There is no one style for custom because it is all about your story and what's right for you. It is so important to be able to celebrate individuality and the power of personal expression through jewelry. For me,

Jewelry is art. It invokes emotions. It connects people. It tells their personal history, their stories.

I'm gonna tell it like it is. Amity Alexandra is in the early stages of a disruption in the luxury jewelry market. So what does that mean? It's a movement to redefine what luxury jewelry can be. It can be inclusive, personal, and reflect everyone's individual style. It does not have to look just like every other jewelry piece out there. Why me? I have such a diverse background.

I've been in sales, I've been in cosmetics, I've got fashion merchandising and design, I have been in operation. There is nobody better. I have all of the pieces to the puzzle: The entrepreneurial spirit plus the amazing taste.

The process is all about you. We start with a consultation where we talk and I learn your story and I find pieces of your design and inspiration that you want incorporated. Then we get to design. I give you some designs, we mock it up, we change things, we fix things, we get it perfect. Then we put it in modern technology, computer software, and I even 3D print a prototype for you to try on, to wear.

to make sure looks, A. exactly how you like it, but also, is it catching in your hair every second when you're walking around? Is it sticking in your pockets? Like, we want to make sure every detail is correct, that it fits your lifestyle, the way you live, and looks beautiful and tells your story.

You can contact us in any way that feels most comfortable to you. We've got the website at amityalexandrajewelry.com. We've got every social media at amityalexandrajewelry. DM us, email us, call us. Phone number's on the website. Whatever works best for you, works best for us. Remember, the whole process, the whole company, it's all about you.

At Amity Alexandra, we believe that jewelry should be as unique and bold as the individuals who wear it. Our journey began thirteen years ago when I found myself planning my dream Halloween wedding. I was frustrated—there wasn’t a single piece of engagement jewelry that truly spoke to my gothic soul or reflected the essence of my style. Everything felt too ordinary, too cookie-cutter. That was the moment it hit me: if I couldn’t find jewelry that fit my personality, others were probably struggling too.

This frustration sparked an idea—a vision to create one-of-a-kind jewelry that doesn't force anyone to compromise their personal style. And that’s how Amity Alexandra was born: from the desire to craft bespoke pieces that allow everyone to tell their own story through jewelry.

Fast forward to today, Amity Alexandra is so much more than just a jewelry brand. We’re on a mission to shake up the traditional jewelry world—a world that often overlooks those with a taste for the dark, the magical, and the alternative. From gothic engagement rings to Victorian inspired grandeur, every piece we create breaks the mold, challenging the status quo of what fine jewelry looks like.

At the heart of it all is our commitment to authenticity, craftsmanship, and personal expression. We’re not here to follow trends—we’re here to create them. We celebrate the duality of dark and light, crafting pieces that speak to both the macabre and the magical. Whether it’s a custom-designed engagement ring or a revamped heirloom, each piece is a bold statement, a reflection of who you are.

Our designs go beyond traditional jewelry—they are wearable art, meticulously crafted with care, precision, and deep meaning. Blending gothic and alternative aesthetics with vintage elegance, we remain dedicated to sustainability and ethical sourcing. Each piece is more than an accessory; it’s a reflection of your journey, made with love and intention.

The journey hasn’t always been easy. The traditional jewelry world can be slow to embrace styles that are bold, dark, and different. But with every piece we design, we prove that true empowerment comes from embracing individuality and creating something unexpected.

Today, Amity Alexandra is more than just a brand—it’s a movement. We’re redefining what jewelry can be: inclusive, personal, and deeply reflective of the wearer's story. We want you to feel inspired when you wear our designs, knowing that your jewelry is as extraordinary as you are.

Join us on this journey. Let’s make history together, one stunning, mysterious, and magical piece at a time.

We believe every story is worth celebrating, and we’d love for you to join our VIP Circle—a space where your individuality truly shines. As a VIP, you'll unlock exclusive first looks at new collections, gain insider access to our creative world, and enjoy personalized consultations. Don’t miss out on this opportunity to be part of something extraordinary. Join today and let’s create your next stunning piece together!