Alexandria

What Alexandria does

Alexandria is a London-based men's high jewellery house founded in late 2025 by Ryan Bernell, a former professional jazz drummer, operating through Bernell Holdings LLC (a Delaware LLC). The brand produces handcrafted solid 18-carat gold jewellery using heritage métiers d'art techniques — guilloché engine-turning on rose and straight-line engines, grand feu vitreous enamel fired at 750–850°C in cloisonné, champlevé and plique-à-jour forms, hardstone cameo and intaglio carving, miniature enamel painting, hand engraving, and sculptural relief. Each piece is hallmarked by the Goldsmiths' Company Assay Office in London and crafted to order by a global network of master artisans sourced from Europe (guilloché and enamel specialists) and Siberia (jade suppliers).

The current collection consists of three signature rings — Alexander the Great ($18,000), Khan's Dominion ($9,500) and Face of Rome ($16,800) — themed around historical empire-makers, with a fourth piece (Crown of Charlemagne) in development. Alexandria also offers bespoke commissions and customisation services for one-off objets d'art across rings, signets, pendants, cufflinks and bracelets. Go-to-market is direct-to-consumer through a Shopify e-commerce platform (alexandria.co) supporting multiple currencies and languages, complemented by private appointment viewings in the UK and telephone sales lines. The company ships fully insured to 45+ countries including the US, UAE, EU, Australia, Canada, Japan and Singapore.

Pricing is structured as one-time purchases at premium tiers, with all pieces carrying a lifetime warranty against manufacturing defects and 90-day resizing. Customers are affluent men seeking heritage craftsmanship unavailable in mainstream men's jewellery; the marketing mix emphasises content marketing (a craft-focused blog), earned media (Katerina Perez, Jewellery Monthly, The Jewellery Editor), and a 'Private Correspondence' email programme for collectors. The company is small (1–10 employees), founder-controlled, with no disclosed external funding and no acquisition or partnership history.

Name

Alexandria

Legal name

Bernell Holdings LLC

Website

https://alexandria.co

Company type

Private

Founded year

2025

Operating status

Operating

Headcount range

1–10 employees

Short description

Alexandria is a London-based men's high jewellery house founded in late 2025, producing made-to-order solid 18ct gold rings and bespoke pieces using heritage techniques (guilloché, grand feu enamel, hardstone carving) for affluent male collectors globally.

Ownership category

akta.pro rank

Product category

Luxury Men's Fine Jewellery

NAICS

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

SIC

Jewelry, Precious Metal (3911)

akta.pro industry

PRIMARYCRAKAAAE

High Jewelry & Haute Joaillerie

Consumer Products & Retail/Jewelry, Watches & Luxury Accessories/Fine Jewelry (Precious Metals & Gemstones)

SECONDARYCRAKAHAI

Artisan/Hand-Fabricated One-of-a-Kind Jewelry

Consumer Products & Retail/Jewelry, Watches & Luxury Accessories/Custom Jewelry Design & Bespoke

SECONDARYCRAKAHAF

Made-to-Order Gemstone Sourcing & Custom Cutting Coordination

Consumer Products & Retail/Jewelry, Watches & Luxury Accessories/Custom Jewelry Design & Bespoke

SECONDARYCRAKAHAK

Custom Religious, Cultural & Ceremonial Jewelry

Consumer Products & Retail/Jewelry, Watches & Luxury Accessories/Custom Jewelry Design & Bespoke

Keywords

• Men's high jewellery
• Bespoke gold rings
• Guilloché enamel work
• Fine jewellery craftsmanship
• Heritage métiers d'art

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. High Jewellery Product Sales: Primary revenue stream from direct sales of handcrafted 18-carat gold jewellery pieces including rings (Alexander the Great at $18,000, Khan's Dominion at $9,500, Face of Rome at $16,800), pendants, bracelets, and cufflinks. All pieces are currently made to order with 3-10 week lead times.
2. Bespoke Commissions: Private bespoke commissions for objet d'art and custom jewellery pieces. These singular works unite craftsmanship, history, and imagination, with no boundaries except physics. Commissioned through private appointments.
3. Customization Services: Bespoke alterations and customizations to existing collection pieces, subject to feasibility, arranged through private appointments.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Alexandria is a London-based men's high-jewellery house that designs, crafts, and sells handcrafted 18-carat gold rings, pendants, bracelets, cufflinks, and objets d'art using heritage métiers d'art techniques such as guilloché engine-turning, grand feu vitreous enamel, hardstone cameo carving, and sculptural relief. Each piece is made to order by a global network of master artisans and hallmarked by the Goldsmiths' Company Assay Office in London. The company also offers bespoke commissions and customisation services for individual clients.

Product overview

Alexandria is a London-based men's high jewellery house offering handcrafted 18-carat gold jewellery pieces featuring heritage techniques including guilloché engine-turning and grand feu vitreous enamel, hardstone carving, and sculptural relief. The core collection consists of signature rings—Alexander the Great, Khan's Dominion, and Face of Rome—inspired by historical empire-makers, with bespoke commissions and customisation available. All pieces are hallmarked by the Goldsmiths' Company Assay Office in London and crafted to order by master artisans globally over 3-10 weeks.

Differentiator

Problem solved

Functional benefit

Products and services

• Alexander the Great Ring Handcrafted signature men's ring in 18-carat yellow or white gold featuring a white agate cameo depicting Alexander the Great with the Nemean lion scalp, Bucephalus, and Zeus, accented by 48 individual pavé-set gemstones (approximately 0.5 carats total). Available to individual collectors via the e-commerce platform with UK delivery of 6-8 weeks and international delivery of 6-10 weeks.
• Khan's Dominion Ring Men's ring cast in 18ct white and yellow gold honoring Genghis Khan, available with either 9.3 carats of grade A+ Siberian nephrite jade or green guilloché grand feu vitreous enamel, featuring a Mongol horseman on a Mongolian shield design with cascading lamellar armor side patterns. Available to individual collectors via the e-commerce platform with UK delivery of 3-4 weeks and international delivery of 4-6 weeks.
• Face of Rome Ring Men's ring featuring Julius Caesar, crafted in 18-carat gold with red guilloché vitreous enamel depicting Caesar's portrait after Andrea di Pietro di Marco Ferrucci, flanked by twin natural rubies (approximately 0.08 carats total) set in hand-engraved Roman scutum shields. Available to individual collectors via the e-commerce platform with UK delivery of 6-10 weeks and international delivery of 8-10 weeks.
• Bespoke Commissions Private bespoke commissions across the full spectrum of men's fine and high jewellery, including rings, signets, pendants, cufflinks, bracelets, and objets d'art, utilising techniques such as guilloché engine-turning, grand feu enamel in cloisonné, champlevé and plique-à-jour forms, miniature enamel painting, hand engraving, and cameo/intaglio carving in fine hardstone. Arranged through private appointments with the maison.
• Customisation Services Bespoke alterations and customisations to existing collection pieces, subject to feasibility, arranged through private appointments. Service available to existing clients of the maison for personalising collection jewellery.

Quantifiable outcome

• Every piece hallmarked by Goldsmiths' Company Assay Office in London - third-party verification of 18-carat gold purity
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature4 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Cartier: Global luxury jewelry incumbent with men's categories (e.g., Santos, Juste un Clou) and regular high-jewelry launches. Represents the scale-side ceiling of men's luxury jewelry, against which Alexandria's niche positioning competes on craft and exclusivity.
• Boucheron: Historic Parisian Place Vendôme high jewelry maison with an expanding men's jewelry line. Comparable to Alexandria in the high-jewelry category and men's expansion thesis, but Boucheron competes at scale with broad luxury distribution and brand recognition.
• David Yurman: Established American luxury jewelry brand with a strong men's line (cable bracelets, signet rings, forged carbon). Comparable to Alexandria in targeting affluent male buyers with signature men's pieces, though at a different price tier and broader retail presence.
• Chaumet: Paris-based Place Vendôme high jewelry house with a dedicated men's line (Bee My Love, etc.) and heritage craftsmanship. Comparable to Alexandria in targeting affluent male buyers with craft-led jewelry, but at significantly larger scale and broader retail distribution.
• Van Cleef & Arpels: High jewelry maison with historical motifs and signature craftsmanship (Mystery Set, guilloché enamel on watch dials). Comparable to Alexandria's use of heritage techniques and narrative-driven design, but operating at mass luxury scale with broad distribution.

Emerging players

• Miansai: Men's jewelry and accessories brand focused on minimalist gold and silver pieces, DTC-led. Comparable to Alexandria as a menswear-focused jewelry brand, but Miansai operates at a significantly more accessible price tier with a different design ethos.
• Foundrae: New York-based fine jewelry brand focused on talismanic and symbolic pieces with a strong identity. Comparable to Alexandria's narrative-driven men's jewelry positioning, though Foundrae serves both genders and operates at a more accessible price tier.
• Silvia Furmanovich: Independent high jewelry designer known for applying wood marquetry, micromosaic, and other heritage craft techniques to fine jewelry. Comparable to Alexandria through its artisan-led, small-batch, craft-differentiation approach to high jewelry.

Direct peers

• Hemmerle: Munich-based high jewelry house known for applying unconventional materials and traditional metallic techniques to one-of-a-kind statement pieces. Comparable to Alexandria through its use of heritage craft methods, bespoke commissions model, and focus on collector-grade jewelry rather than mass luxury.
• Otto Jakob: Small atelier-style high jewelry house producing limited, hand-finished pieces with strong craft and historical motifs. Operates with a tiny team and made-to-order model, paralleling Alexandria's positioning as a niche maisons with bespoke expertise rather than mass-distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/wearalexandria
• Facebookfacebook.com/rulealexandria
• Instagraminstagram.com/rulealexandria
• LinkedInlinkedin.com/company/alexandriaco

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Alexandria