ALOR

What ALOR does

ALOR is a family-owned fine jewelry company founded in 1979 in California, now operating as ALOR Design Group Inc. from Fort Lee, New Jersey, with 11-50 employees. The company designs and sells braided stainless steel cable jewelry finished in 14k gold and set with conflict-free diamonds, targeting both women and men seeking durable jewelry for everyday wear rather than special-occasion pieces.

The company's core technical differentiator is its proprietary Physical Vapour Deposition (PVD) process, which bonds pigment to stainless steel at the molecular level to produce 70+ color combinations that do not chip, fade, or tarnish. Its signature "La Tresse" braid runs through every collection and is structurally — not merely decoratively — engineered: braided steel cable is mechanically stronger than the sum of its strands, holds tension, and maintains integrity. Product lines include the core La Tresse collection (rings, earrings, necklaces, bracelets, cuffs), men's accessories (bracelets, cufflinks), timepieces (EliteSub), and the Day Diamonds lab-grown diamond sub-collection launched to address the ethical and sustainable diamond buyer segment.

ALOR generates revenue through two channels: direct e-commerce via alor.com, with product prices ranging from approximately $225 (men's signature cufflinks) to $2,295+ (lab-grown diamond earrings), and a wholesale network of 100+ retail partners worldwide including The 1916 Company, Congress Jewelers, and Zachary's Jewelers, with extended service infrastructure in Canada via Myerson's Limited and Time Central Ltd. Pricing is unit-based across tiers (men's accessories, stackable bracelets with PVD color options, lab-grown diamond jewelry). The company markets through Instagram, Pinterest, YouTube, TikTok, email, and website content, targeting both horizontal women's and men's fine jewelry segments.

Name

ALOR

Legal name

ALOR Design Group Inc.

Website

https://alor.com

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

11–50 employees

Short description

ALOR is a family-owned fine jewelry company founded in 1979 that designs braided stainless steel cable jewelry with 14k gold and conflict-free diamonds, selling direct-to-consumer via alor.com and through 100+ retail partners worldwide to both women and men.

Ownership category

akta.pro rank

Product category

Fine Jewelry

NAICS

Jewelry Retailers (458310), Jewelry and Silverware Manufacturing (33991)

SIC

Jewelry, Precious Metal (3911), Retail-Jewelry Stores (5944)

akta.pro primary industry

Designer/Artisan Fashion Jewelry (Independent Brands) (CRAKABAC)

akta.pro secondary industries

Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD), Ethical/Sustainable & Recycled Materials Jewelry Manufacturing (CRAKAIAM), Children’s & Men’s Jewelry Manufacturing (CRAKAIAN)

Keywords

• Fine jewelry
• Stainless steel jewelry
• Braided cable jewelry
• PVD colored jewelry
• Lab-grown diamond jewelry

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Direct E-commerce Sales: ALOR sells directly to consumers through its e-commerce website alor.com, offering products at various price points from $225 to $2,295+.
2. Retail Partner Sales: Products sold through 100+ retail partners worldwide including jewelers and department stores.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

ALOR designs, manufactures, and sells fine jewelry that pairs braided stainless steel cable with 14k gold and conflict-free (or lab-grown) diamonds. Its signature La Tresse braid and proprietary PVD color technology deliver durable, everyday-wear pieces including bracelets, rings, earrings, necklaces, cuffs, cufflinks, and timepieces, sold direct-to-consumer via alor.com and through 100+ retail partners worldwide.

Product overview

ALOR is a family-owned fine jewelry company founded in California in 1979, specializing in braided stainless steel cable jewelry combined with 14k gold and conflict-free diamonds. The product portfolio centers on the signature La Tresse (braid) collection, which features mechanically strong cable designs finished in 14k gold with diamonds set at key points. ALOR has pioneered Physical Vapour Deposition (PVD) color technology in fine jewelry, offering 70+ color combinations where pigment is molecularly bonded to stainless steel. The Day Diamonds sub-collection provides lab-grown diamond options using the same design language and craftsmanship as mined diamond pieces. Men's jewelry includes bracelets, cufflinks, and timepieces like the EliteSub watch. The brand positions its jewelry as everyday wear designed for active lifestyles rather than special occasion-only pieces.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 100+ retail partners worldwide
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Five partnerships are on record, tiered minor.

• The 1916 CompanyminorChannel Partner/ Reseller/ DistributorRetail partner located in Bala Cynwyd, PA representing a new era in collecting, content, and community.
• Congress JewelersminorChannel Partner/ Reseller/ DistributorFourth-generation jewelers located in Fort Meyers, FL who believe in consistent quality, value, and craftsmanship.
• Zachary's JewelersminorChannel Partner/ Reseller/ DistributorPremier destination for timeless fine jewelry located in Annapolis, MD.
• Myerson's LimitedminorImplementation/ SI/ Consulting PartnerCanadian jewelry repair center located at 55 Queen Street, East Suite 1500, Toronto, ON M5C 1R6. Contact: 416.368.9531 / 1.800.563.7464
• Time Central Ltd.minorImplementation/ SI/ Consulting PartnerCanadian watch repair center located at 1-240 Riviera Drive, Markham, ON L3R 5M1. Contact: 416-633-2050 ext.29

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• David Yurman: Independent American fine jewelry designer brand combining precious metals with signature cable and industrial-inspired design motifs, with comparable premium price points and DTC + wholesale distribution.
• Mejuri: DTC-first fine jewelry brand targeting women with everyday-wear positioning at accessible premium price points, directly overlapping ALOR's stackable bracelet, earring, and lab-grown diamond assortment.
• Brilliant Earth: Vertically-integrated lab-grown and ethically-sourced fine jewelry brand with strong DTC presence; overlaps with ALOR's Day Diamonds lab-grown collection and conflict-free sourcing narrative.
• Gorjana: California-based accessible fine jewelry brand selling layered/stackable bracelets, necklaces, and earrings through DTC and wholesale at similar price points to ALOR's everyday-wear assortment.
• Kendra Scott: Independent designer jewelry brand known for colorful, customizable fine jewelry sold through DTC, retail partners, and storefronts — directly comparable to ALOR's stackable, multi-color PVD bracelet offering.
• Charles & Colvard: Lab-grown moissanite and gemstone jewelry manufacturer/retailer competing in the same ethical, affordable-gemstone sub-category as ALOR's Day Diamonds.
• John Hardy: Independent designer fine jewelry brand with signature artisanal techniques and a Bali-inspired chain/cable aesthetic similar to ALOR's braided cable design language.

Broad incumbents

• Tiffany & Co. Iconic legacy fine jewelry incumbent with broad assortments of engagement, signature, and men's pieces; competes for the same premium fine jewelry occasions and gifting dollars as ALOR.
• Pandora: Global mass-market jewelry brand with stackable charm bracelets and broadly distributed retail — overlaps with ALOR's stackable, every-day wear positioning at a more accessible price tier.

Emerging players

• Monica Vinader: British designer fine jewelry brand with everyday-wear positioning and DTC focus; competes for a similar modern professional female customer as ALOR's women's line.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key highlights8 records

Customer concentration

• YouTubeyoutube.com/@alorjewelry
• Instagraminstagram.com/alorjewelry
• Pinterestpinterest.com/alorjewelry
• TikToktiktok.com/@alorjewelry
• Xx.com/alor_since1979
• Facebookfacebook.com/ALORJEWELRY

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ALOR