As a proudly New York-based brand, Alex Woo was honored to be featured in the original Gossip Girl — the iconic series that captured the lives of Manhattan’s elite.

Our jewelry memorably became a part of the show’s signature style, worn both on and off screen by stars like Leighton Meester, Taylor Momsen, Jessica Szohr, and more — subtly woven into the storytelling that defined a generation.

Created to honor the timeless story and unforgettable score of Broadway’s longest-running production, this groundbreaking collection was the first of its kind — bringing fine jewelry into the heart of Broadway. A tribute to Alex Woo and her deep love for New York City, the collection was inspired by her personal admiration for The Phantom of the Opera and played a meaningful role in celebrating Broadway’s relaunch after COVID-19.

We partnered with luxury beauty brand Smith & Cult to launch Autograph Letters — a fresh, modern take on our original Little Letters collection, released a decade earlier. Featuring elegant cursive script and available in five vibrant hues inspired by Smith & Cult’s iconic nail lacquers, these charms blend beauty and personalization in a bold new way. The design was honored with a 2019 Design Excellence Award nomination by the Accessories Council.

In partnership with the iconic Keith Haring Foundation, we proudly launched our first unisex collection — Alex Woo x Keith Haring. Featuring three of Keith’s most beloved symbols, the collection celebrates his powerful message of peace, love, equality, and compassion, brought to life through the shared language of art and jewelry.

If you're anything like us, you're probably a little obsessed with all things Moana. We were thrilled to collaborate with Disney for the film’s 2016 premiere, designing a few exclusive pieces to celebrate the release. As part of this limited-edition collection, we also had the honor of adorning star Auli'i Cravalho with a specially designed seashell charm — a perfect tribute to Moana’s adventurous spirit.

Alex Woo designed the signature gold “C” necklace worn by a young Carrie Bradshaw in The Carrie Diaries, serving as a symbolic precursor to the iconic nameplate necklace made famous in Sex and the City. Seen in every episode, the delicate gold charm became a meaningful part of Carrie’s early story — capturing her sense of identity, individuality, and style. This special piece not only honored the character’s evolution but also cemented its place in pop culture history as the origin of one of television’s most beloved fashion signatures.

"Alex Woo created this design to benefit the Jane Goodall Institute and its mission to improve the world for all living things. We are extremely grateful for her support." - Jane Goodall

One of our most heartfelt partnerships was with the Jane Goodall Institute, supporting its mission to create a better world for people, animals, and the environment. Launched on Earth Day 2012 in conjunction with Disneynature’s Chimpanzee, the collaboration reflected Alex Woo’s passion for using her artistry to raise awareness, give back, and help protect the planet.

Through meaningful partnerships like this, we strive to inspire conscious choices, celebrate the beauty of nature, and design jewelry that tells a story with purpose.

“It was such a treat partnering with Alex to transform our favorite candies into this sweet and stylish jewelry collection.” Rosie O’Neill

This whimsical collaboration between Alex Woo and the Sugarfina team debuted in 2020, celebrating life’s sweetest moments through playful, candy-inspired fine jewelry — where charm meets confection. Drawing inspiration from Sugarfina’s signature treats, the collection reimagined gummies, bears, and sweets as delicately crafted charms in precious metals. Designed to spark joy and nostalgia, each piece was a wearable reminder to savor the little moments, making it a perfect blend of Alex Woo’s heartfelt storytelling and Sugarfina’s spirit of indulgent fun.

We partnered with Anheuser-Busch to design a capsule collection inspired by the timeless spirit of Budweiser. With a purpose rooted in creating a future with more cheers, Budweiser’s legacy of celebration and connection perfectly aligned with Alex Woo’s passion for marking meaningful moments through jewelry.

Together, we imagined new ways to honor shared experiences — building a future everyone can celebrate and everyone can share. From the world-famous Budweiser Clydesdales to their iconic logos, the collection captures the brand’s heritage in a fresh, wearable form.

"Look at how cute this necklace is. I love it. I love it. I love it!" - Giada De Laurentiis

In 2018, we partnered with celebrated Italian chef, restaurateur, cookbook author, and Food Network personality Giada De Laurentiis to create a special mini lemon wedge necklace — a nod to her vibrant culinary style. The following year, we continued the collaboration with a delicate “ciao” necklace designed exclusively for her lifestyle brand, Giadzy, capturing her signature blend of charm, elegance, and Italian flair.

To raise awareness about the critical plight of honey bees, Alex Woo partnered with Häagen-Dazs to co-host an exclusive cocktail event on October 21, 2009, at New York City’s iconic Henri Bendel department store. The evening brought together top fashion, food, and lifestyle editors for a cause close to the heart — supporting pollinators that sustain our ecosystems. Renowned chef and bee advocate David Guas, star of the Emmy-nominated PBS documentary Chefs A’ Field, crafted a menu of delicious, bee-friendly hors d’oeuvres, adding flavor and purpose to a stylish night of impact and awareness.

In a long-standing partnership with Major League Baseball, Alex Woo launched an officially licensed fine jewelry collection celebrating all 30 MLB teams. Inspired by the spirit of the game and designed with signature craftsmanship, the collection quickly became a fan favorite — worn by celebrities like Kate Upton, Emily Ratajkowski, Jamie Chung and countless baseball lovers. Blending team pride with personal style, it offered a fresh, sophisticated way to show unwavering support for your favorite team.

 “The collection is playful, and I think Nemo and Dory have touched the hearts of people all over the world for many years." - Alex Woo

Inspired by Pixar’s beloved characters, these whimsical designs resonated deeply with moms and families everywhere. As Finding Dory became the most anticipated film of Summer 2016, the jewelry served as a heartfelt reminder to “just keep swimming” — a message of perseverance, optimism, and the courage to keep moving forward.

"I was born a preemie and take great pride in working with an organization that helps save the lives of babies across the nation. It's my hope that I can raise awareness with Alex Woo and March of Dimes so others will join to fight for preemies and improve the health of all babies." - Ally Brooke Fifth Harmony singer and March of Dimes Celebrity Ambassador.

At Alex Woo, we believe in turning meaningful moments into lasting symbols — and we're proud to support causes that help protect the tiniest lives and the biggest hopes.

When Disney•Pixar debuted Coco — the extraordinary adventure of a boy who dreams of becoming a great musician and sets off to uncover the mysteries of his family’s past — Alex Woo Jewelry was honored to be part of the launch. Inspired by the film’s rich storytelling and celebration of heritage, we created a special collection of charms bursting with life, color, and meaning, perfectly capturing the spirit of family, tradition, and joyful discovery.

In honor of Disneynature’s African Cats and the 50th anniversary of the African Wildlife Foundation (AWF), Alex Woo created a special pendant that celebrates the love, strength, and beauty of the savanna’s most majestic creatures. Released for Earth Day 2011, the design features a tender depiction of a mother lion and her cub — a tribute to the powerful bond between parent and child, and a symbol of protection, legacy, and the enduring spirit of the wild.

Alex Woo partnered with Hasbro, the global leader in play, to launch a fine jewelry collection inspired by the whimsical world of My Little Pony. Infused with the love, magic, and individuality that define the iconic ponies, the collection celebrates over 40 years of friendship and imagination — from beloved 1983 originals to today’s fan favorites. Just as every pony shines with a unique “cutie mark,” this collectible collection invites every woman to embrace her own sparkle, make her mark, and celebrate what makes her one of a kind.

When everyone’s favorite family of superheroes returned in Incredibles 2, Alex Woo Jewelry proudly joined the launch with a bold new collection. Designed to celebrate the everyday heroism of women navigating life’s daily challenges, the collection drew inspiration from the film’s deeper message — that true strength lies in family, love, and the resilience of parenting. While Incredibles 2 delivered thrilling superhero action, at its heart, it was a story about the power of family and the journey of watching children grow and evolve.

On September 20, 2007, Alex Woo joined artists and supporters at the VH1 Save The Music Foundation’s 10th Anniversary Gala — marking the beginning of a meaningful partnership. Over the years, Alex Woo proudly collaborated with the Foundation to support its mission of restoring instrumental music programs in public schools and raising awareness about the transformative power of music education, which has been shown to boost academic performance, encourage creativity, and build confidence in young students across the country.

In 2019, we were proud to collaborate with Disneynature on their feature film Penguins — a heartwarming coming-of-age story about Steve, an Adélie penguin navigating the icy Antarctic in search of a mate and a place to start his family. In partnership with the Wildlife Conservation Network, Alex Woo helped raise awareness for the plight of penguins and the breathtaking natural world brought to life through the film’s stunning cinematography. The collaboration celebrated both the beauty of wildlife and the importance of protecting it for future generations.

Alex Woo proudly partnered with Stand Up To Cancer (SU2C) not once, but three times — in 2008, 2012, and 2016 — designing exclusive pendants and participating in the organization’s star-studded televised events. An initiative of the Entertainment Industry Foundation, SU2C funds and accelerates the development of groundbreaking cancer treatments, uniting the entertainment and medical communities to bring real hope to patients today.

Celebrities including Christina Applegate, Chelsea Handler, and Paris Berelc were among those who wore Alex Woo’s meaningful designs — turning jewelry into a powerful symbol of strength, support, and solidarity in the fight against cancer.