The company is young enough that you may not have heard of them. However, chances are you will notice them soon enough as they are turning out to be a mighty powerhouse with a big vision. With their $2 million dollar Superbowl commercial that aired earlier this year, they show no signs of slowing down any time soon.
Incorporating 'green' or eco-friendly purchasing decisions into our daily lives has become increasingly effortless and convenient. From starting your morning with a brew of organic, free-trade coffee to driving a hybrid car, an increasing number of eco-friendly and 'green' options have surged into the marketplace. Whether this 'going green' phenomenon is a trend or not doesn't matter. The fact is, there is clearly a market for it and the availability of these options benefit not only our personal health, but also the ecological footprint we leave on the environment.
The rapid rise in technology coupled with usage and engagement of social media helps too - I can't even tell you how many healthy and nutritious recipes and fitness inspiration I conveniently pick up from apps like Instagram. There is clearly a community of consumers out there with the desire to attain a healthy, pure and green lifestyle.
In unison, another popular movement taking the marketplace by storm is the act of giving. Philanthropy isn't a new concept--just like going green isn't--but again, an increasing number of disruptive and unconventional start-ups have incorporated this mandate into their business model. These companies are doing better than ever. Think TOMS and their one-for-one business model. TOMS became a multi-million dollar company just from selling simple, inexpensive, not particularly stylish canvas shoes and donating a pair to a needy child for each pair sold.
In this climate of eco-friendly consumption and benevolent behavior, it's about time a company like Alex and Ani burst onto the scene. Adding purpose and meaning to their brand ultimately sets them apart from the competition.
Launched in 2004, Alex and Ani offers eco-friendly constume jewelry. And at under $30 a pop for their signature bangles, no wonder ladies of all ages love stacking handfuls of these cute accessories up their wrists. Naturally, their product offering has expanded over time, but they have a core selection of bangles with cute dangling charms each with a different symbol or meaning. The brand promotes good, positive energy amongst their wares.
The branding team behind Alex and Ani have done a great job because I truly feel good when I purchase from this brand.I know that the product I am buying is made from an eco-friendly, recycled material. Furthermore, I know it's made in America (with love). How awesome. Above all however, the most important thing about the Alex and Ani beast is that they actively support charities and make philanthropy a large part of their identity. Visit their website to see a list of all the charities they support.
Sure their products are cute and fashionable, but looking at their incredible growth in under 10 years of existence proves that incorporating eco-friendly, recycled materials with charity has given their brand the upper hand. Competing jewelry brands should take note.
If you know of any companies that incorporate eco-friendly products with charitable initiatives, leave it in a comment below so I can check them out!
