Susan Alexandra
Susan Alexandra is a NYC-based, founder-owned accessories brand designing and selling handcrafted beaded bags, jewelry, and custom pet portrait pieces through DTC e-commerce, two Manhattan retail stores, and high-profile collaborations with McDonald's, Bissell, and others.
- Company typePrivate
- Founded2014
- HeadquartersManhattan, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Susan Alexandra does
Susan Alexandra is a New York City-based, privately held fashion accessories brand founded by designer Susan Korn in 2014 (firmographic source) / 2016 (company history source). The company designs and sells handcrafted beaded bags, jewelry (earrings, necklaces, bracelets, rings, anklets) in bronze, sterling silver, and 14k gold, bag charms, pouches, home goods (tissue boxes, fragrances), pet products, Judaica items, bridal accessories, and a published sticker book. Production is anchored in NYC-based handcraft, and products span a $42 to $1,895 price band. The Charmacy™ / Make Your Own platform provides a proprietary customization tool for personalized jewelry across charm types, materials, and configurations including custom pet portrait pieces.
The brand operates a direct-to-consumer go-to-market: a Shopify e-commerce storefront at susanalexandra.com, two owned retail locations (1088 Madison Ave on the Upper East Side and 33 Orchard St on the Lower East Side, the latter functioning as an event space), and a Hachette-distributed sticker book. Marketing relies on Instagram, TikTok, Pinterest, email and SMS, earned media, and signature brand events including the annual Susan Alexandra x Rachel Antonoff Dog Show at New York Fashion Week.
Revenue is generated primarily through one-time direct product sales (DTC e-commerce, retail stores, and third-party book distribution) supplemented by branded collaborations and licensing-style deals with partners including McDonald's (limited-edition beaded drink carriers across ~14,000 U.S. restaurants), Bissell (Little Green Mini bag charms with 100% of proceeds benefiting Bissell Pet Foundation), Biche (Treat Pouchlette), and Crocs (Jibbitz 3-Pack). The company also hosts private and corporate event bookings at its retail locations. The customer base centers on fashion-conscious consumers, pet lovers, and bridal shoppers, with the founder's pet rescue narrative and downtown New York aesthetic functioning as core community-building identity.
Susan Alexandra firmographics
Firmographics- Name
- Susan Alexandra
- Legal name
- Susan Alexandra
- Website
- https://www.susanalexandra.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Susan Alexandra is a NYC-based, founder-owned accessories brand designing and selling handcrafted beaded bags, jewelry, and custom pet portrait pieces through DTC e-commerce, two Manhattan retail stores, and high-profile collaborations with McDonald's, Bissell, and others.
- Ownership category
- akta.pro rank
Susan Alexandra industry classification
Industry- Product category
- Fashion Accessories
- NAICS
- Clothing and Clothing Accessories Retailers (458110), Apparel Accessories and Other Apparel Manufacturing (3159)
- SIC
- Retail-Apparel & Accessory Stores (5600), Jewelry, Silverware & Plated Ware (3910)
- akta.pro primary industry
- Handbags & Purses (CRAAAJAA)
- akta.pro secondary industries
- Handbags & Fashion Bags Manufacturing (IMAOAHAA), Small Leather Goods (Wallets, Cardholders, Keyholders) (CRAKAEAB)
Keywords
Where Susan Alexandra is headquartered
LocationHeadquarters
- HQ city
- Manhattan
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Susan Alexandra business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Others
Revenue model
- Direct Product Sales (E-commerce & Retail): The primary revenue stream is direct-to-consumer sales of beaded bags, bag charms, jewelry (earrings, necklaces, bracelets, rings, anklets), accessories, pet products, home goods (tissue boxes), and fragrances. Products are sold through the brand's Shopify e-commerce site and two NYC retail locations. This is a one-time purchase model for physical goods with no recurring revenue component.
- Licensing & Collaboration Royalties: Susan Alexandra generates revenue through branded collaborations and licensing deals with partners including McDonald's (limited-edition drink carriers), Bissell (bag charms for vacuum cleaners), Biche (Treat Pouchlette), and Crocs (Jibbitz). These partnerships typically involve product co-creation with proceeds or licensing fees shared.
- Book Publishing: The brand published 'The Susan Alexandra Sticker Book' through Hachette Book Group, available at major retailers including Amazon, Barnes & Noble, Waterstones, and Books-a-Million. The sticker book includes over 700 stickers and a free Creativity Journal, representing a publishing revenue stream.
- Corporate & Private Event Services: Susan Alexandra offers private and corporate event bookings at its retail locations, generating revenue from event-based sales of products and experiences.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Bag Charms |
| Unit Pricing | Pay-as-you-go | Pouches & Pouchlettes |
| Unit Pricing | Pay-as-you-go | Beaded Bags |
| Unit Pricing | Pay-as-you-go | Beaded Drink Carriers (McDonald's Collab) |
| Unit Pricing | Pay-as-you-go | Jewelry - Bronze & Costume |
| Unit Pricing | Pay-as-you-go | Jewelry - Sterling Silver |
| Unit Pricing | Pay-as-you-go | Jewelry - 14k Gold & Fine |
| Unit Pricing | Pay-as-you-go | Home & Fragrance |
| Unit Pricing | Pay-as-you-go | Bissell x SA Collab Charms |
| Unit Pricing | Pay-as-you-go | Sticker Book |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels9 records
Susan Alexandra product offering
Product offeringCore offering
Susan Alexandra designs, produces, and sells a line of beaded handbags, jewelry, fashion accessories, home goods, and pet products under a single eponymous label. The brand sells its own manufactured goods directly to consumers through an e-commerce site and physical retail locations in New York City.
Product overview
Susan Alexandra is an NYC-based accessories and jewelry brand founded by Susan Korn in 2016, operating as a single brand with a diversified product portfolio centered on handcrafted beaded goods and jewelry. The core offering spans Bags (beaded bags in Mini, Seed Beaded, Crossbody, Totes, Fringe, and Pet styles), Jewelry (earrings, necklaces, bracelets, rings, anklets), Accessories (Bag Charms, Pouchlettes, Card Holders), Fine Jewelry (premium tier), and a Custom Pet Collection for personalized pet portrait pieces. The Make Your Own/Charmacy platform enables DIY jewelry customization. Specialty collections include Bridal, Judaica, I LOVE NY, and collaborations like McDonald's x SA beaded drink carriers, Bissell Little Green Mini charms, and Biche Treat Pouchlette. Home goods (tissue boxes, fragrances), publications (Sticker Book), and DIY kits (BEAD-I-Y Kits) round out the ecosystem. Products range from $46-$1,895+ across bronze, chrome, sterling silver, and 14k gold materials, with physical retail locations at 1088 Madison Ave and 33 Orchard St in New York.
Differentiator
Problem solved
Functional benefit
Brands
- Charmacy™: Make Your Own jewelry customization platform allowing customers to create personalized necklaces, earrings, bracelets, and rings with customizable charms.
Products and services
- Beaded Handbags Handcrafted beaded handbags in tote, shoulder, crossbody, and clutch silhouettes, sold to fashion-conscious individual consumers seeking distinctive statement accessories.
- Jewelry Designer fashion jewelry pieces (necklaces, earrings, bracelets) styled to coordinate with the brand's bags and sold to the same consumer audience.
- Fashion Accessories Smaller fashion accessories (such as scarves, hair accessories, or similar items) sold alongside the brand's bags and jewelry.
- Home Goods Decorative home goods (such as beaded decorative objects and tabletop items) extending the brand's design language beyond wearables.
- Pet Accessories Pet accessories (such as beaded collars, leashes, or bandanas) designed to coordinate with the owner's Susan Alexandra accessories.
Quantifiable outcome
- McDonald's partnership expanded Susan Alexandra's reach to nearly 14,000 U.S. restaurant locations
- +1 more outcomes
Companies that use Susan Alexandra
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles1 record
Susan Alexandra technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Susan Alexandra partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered flagship, minor and core.
- McDonald'sflagshipMcDonald's partnered with Susan Alexandra to release a limited-edition collection of hand-beaded drink carriers priced at $42-$58, each bundled with a $10 McDonald's Arch Card. The collection comprised 6 designs representing McDonald's new Refreshers (Strawberry Watermelon, Mango Pineapple, Blackberry Passion Fruit) and crafted sodas (Sprite Berry Blast, Orange Dream, Dirty Dr Pepper). The collaboration marked McDonald's entry into fashion retail, leveraging Susan Alexandra's distinctive beaded craftsmanship to elevate its new beverage lineup as a strategic growth category.
- BicheminorBiche collaborated with Susan Alexandra on the Treat Pouchlette product, a pet accessory combining Biche's brand with Susan Alexandra's signature colorful, beaded aesthetic. The collaboration reflects shared values around pet ownership and animal rescue.
- BissellcoreBissell partnered with Susan Alexandra to release four exclusive hand-beaded bag charms designed for the Little Green Mini carpet cleaner, priced at $68 each or in bundles from $172.99 to $204. Designs included Mustard Mayhem, Mess-Presso Martini, Kiss & Smudge, and Woof There It Is. One hundred percent of proceeds benefited the Bissell Pet Foundation, supporting pet adoption events, spay-and-neuter services, microchipping, and shelter relief during natural disasters. The collection was unveiled at the second annual Susan Alexandra x Rachel Antonoff Dog Show during New York Fashion Week.
- Rachel AntonoffcoreSusan Alexandra partnered with designer Rachel Antonoff for the second annual Susan Alexandra x Rachel Antonoff Dog Show during New York Fashion Week. The event featured adoptable dogs from Animal Haven shelter and showcased the Bissell x Susan Alexandra bag charm collection on the runway. Susan Korn continues to partner with animal rescues during New York Fashion Week, with runway shows featuring adoptable dogs.
- CrocsminorSusan Alexandra collaborated with Crocs on a Beach Day Bag Charm Jibbitz 3-Pack, extending the brand's playful aesthetic into the footwear accessories market. The collaboration sold through Susan Alexandra's website and Crocs' channels.
- Bissell Pet FoundationcoreBissell Pet Foundation is the charitable beneficiary of the Bissell x Susan Alexandra collaboration. The foundation supports pet adoption events, spay-and-neuter services, microchipping, and shelter relief during natural disasters, and has impacted over one million pets to date.
- Animal Haven ShelterminorAnimal Haven shelter in New York City partnered with Susan Alexandra for NYFW events, providing adoptable dogs that appeared in the Susan Alexandra x Rachel Antonoff Dog Show runway presentations.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Susan Alexandra competitors and assessment
Company assessmentDirect peers
- Stoney Clover Lane: Customizable patch-and-accessory brand founded in 2009 with strong direct-to-consumer and retail presence. Highly comparable to Susan Alexandra in category (personalized bags, pouches, charms), DTC-led model, and customization-driven value proposition.
- Anya Hindmarch: British designer known for playful, craft-forward leather goods and beaded accessories. Comparable to Susan Alexandra through its beaded-bag aesthetic, sense of humor, and emphasis on artisan craftsmanship.
- Clare V. LA-based DTC accessories and small leather goods brand with strong cult following. Directly comparable to Susan Alexandra through its focus on small bags, pouches, and personalized accessories sold through e-commerce and flagship stores.
- Mansur Gavriel: Designer handbag and accessories brand known for clean, modern leather goods with strong DTC and boutique distribution. Comparable to Susan Alexandra as a design-led NYC-born handbag/accessories brand with premium positioning.
- BaubleBar: DTC jewelry and accessories brand focused on affordable, trend-driven pieces with personalization features. Comparable to Susan Alexandra in jewelry category, price-point overlap (mid-tier), and customization-led positioning (Name Necklace, etc.).
- Loeffler Randall: NYC-based designer accessories brand with strong DTC and retail presence, offering bags, shoes, and small leather goods. Comparable to Susan Alexandra through NYC origins, design-led positioning, and target customer overlap (fashion-conscious women).
- Dannijo: NYC-based jewelry brand known for statement necklaces and earrings with a playful, design-forward aesthetic. Comparable to Susan Alexandra in jewelry category, NYC origin, and target demographic.
- Mark Cross: Heritage American handbag and small leather goods brand recently revived as a DTC-led, design-forward accessories label. Comparable to Susan Alexandra as a handbag/small-leather-goods brand with a strong design identity and DTC focus.
- Ban.do: Lifestyle and accessories brand offering bags, stationery, jewelry, and home goods with a playful, colorful aesthetic. Comparable to Susan Alexandra through its maximalist design language, multi-category product portfolio (bags, accessories, stationery), and Gen Z / millennial target market.
Broad incumbents
- Kate Spade: Established American handbag and accessories brand with broad product portfolio across bags, jewelry, and lifestyle. Comparable to Susan Alexandra as a handbag/accessories retailer targeting fashion-conscious women, though at much larger scale and broader price points.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Susan Alexandra social profiles
Digital presenceSusan Alexandra financial estimates
Financial estimateRevenue estimate
Valuation estimate
Susan Alexandra leadership team
Management profileNumber of profiles
Profiles1 record
Susan Alexandra funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Susan Alexandra M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Susan Alexandra
What does Susan Alexandra do?
Susan Alexandra designs, produces, and sells a line of beaded handbags, jewelry, fashion accessories, home goods, and pet products under a single eponymous label. The brand sells its own manufactured goods directly to consumers through an e-commerce site and physical retail locations in New York City.
Is Susan Alexandra a public or private company?
Susan Alexandra is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Susan Alexandra founded?
Susan Alexandra was founded in 2014. It employs 11 to 50 people.
Where is Susan Alexandra based?
Susan Alexandra is headquartered in Manhattan, United States, in the North America region.
How does Susan Alexandra make money?
Four revenue lines are on record. Direct Product Sales (E-commerce & Retail) is the primary driver. The others are licensing & Collaboration Royalties, book Publishing and corporate & Private Event Services.
Who are Susan Alexandra's main competitors?
Direct peers on record are Stoney Clover Lane, Anya Hindmarch, Clare V., Mansur Gavriel, BaubleBar, Loeffler Randall, Dannijo, Mark Cross and Ban.do. Kate Spade is listed as a broad incumbent.
Does Susan Alexandra have an API?
No public API is recorded for Susan Alexandra.
What industry is Susan Alexandra in?
Susan Alexandra's product category is Fashion Accessories. Its primary akta.pro industry code is CRAAAJAA, Handbags & Purses, with a secondary code of IMAOAHAA, Handbags & Fashion Bags Manufacturing. Its NAICS code is 458110 and its SIC code is 5600.