our promise

charm the world™

One of the elements that is unique about Alex Woo jewelry is its underlying spirit of optimism and positivity. It is an infectious charisma that’s rooted in our DNA and still very much true today.

Charm The World™ is our unique affirmation to remind all of us that we have the love, courage and confidence to make a better future together.

Made in New York

At Alex Woo we have a passion for beautiful jewelry, quality craftsmanship using sustainable resources, and support of local talent and better business practices.

Proudly based in New York and Made In New York certified, a vital aspect of our creative process is influenced by the vibrant diversity of New York City. Each collection uses 100% eco-friendly precious metals from American refineries and imported conflict-free diamonds that is hand-finished and distributed from our design studio. We proudly ensure both quality control and a culture that supports local talent and better business practices.

how you woo

Everyone has a point of view, a way they look at the world, a story to tell, often many stories - each reflecting different aspects of their personality.

At Alex Woo, we celebrate optimism, confidence, love and individuality. We encourage interpretation. These values are the foundation and structure for all Alex Woo’s designs that celebrate your own special moments and tell a story that is unique to you.

Whether you mix metals, layer and stack your chains, or pair your Little Icons™ with Mini Additions™, your story begins here...

what people are saying

Show the world who you are with jewelry trends that are too good to get over.

Leighton Meester flipped for this diamond Little Letters necklace by designer Alex Woo – the "BW" is for character Blair Waldorf's initials – so she snagged an "L" for herself!

Woo made her name with iconic charms that became cult faves thanks to prominent appearances on hit shows like "Gossip Girl".

Rosario Dawson and Mira Sorvino has been spotted wearing this "VOTE" charm from Alex Woo... As they say, a timeless piece (to help you spread the word this November)!


I have gotten 2 necklaces as gifts and love them both so much! The great styling and the options on chain lengths and add-ons you have are so wonderful. I am eyeing a few more!


The Alex Woo collection is versatile enough to fit every woman's interests.


I really love my necklace and it was fantastic that it could be customized to reflect our uniqueness. No necklace is the same. Beautiful craftsmanship. It was a nice touch that Alex Woo the designer sent a handwritten note.

That just doesn't happen anymore.