From Custom Jeweler to Global LuxuryBrand: The Alex Moss NY Story
We launched Alex Moss NY's first e-commerce store in 2021. They've outgrown it twice since — not because it broke, but because the business scaled faster than anyone expected. What started as a custom jeweler known to hip-hop royalty is now a luxury brand with a SoHo flagship, named collections, global collaborations, and millions in online revenue.
Alex Moss has crafted custom pieces for Drake, ASAP Rocky, Bella Hadid, Tyler, the Creator, and Cher. The showroom at 15 Mercer in SoHo is where those conversations happen — one client, one vision, one piece at a time. But the website told a different story. There was no way to buy online. Search visibility was nonexistent. If you didn't already have the phone number, you weren't finding Alex Moss.
The brand had outgrown its digital presence before it ever had one. Celebrity clients drove demand, but every sale still required a conversation, a consultation, a handshake. That's a ceiling, not a strategy.
The Approach
Strategic Design.
Translate the Vision. Build the Infrastructure.
Alex Moss had a clear creative vision — the collections, the photography, the identity were all theirs. What we brought was the ability to turn that vision into a cohesive brand system, and then put data behind every decision that followed.
We captured what lived in mood boards, Instagram posts, and showroom conversations. Then we formalized it: brand guidelines, positioning frameworks, a digital identity built to scale. From there, we built the measurement layer — analytics across the website, Google Merchant Center, email performance, and offline store data — all feeding into one picture of how the business was actually performing.
That data drove everything. Web traffic showed which collections were generating the most interest. Email data revealed what brought buyers back. Showroom traffic mapped against digital campaigns showed which channels were filling the room. The same instinct that tells Alex which stone belongs in a piece — we gave that instinct numbers.
We translated those insights into campaigns across Meta and Google that drove both online purchases and showroom appointments. Press placements and PR coverage became search visibility — so when someone Googles "luxury jeweler New York," Alex Moss shows up. Collection launches became coordinated pushes across paid, organic, and email. Nothing ran in isolation. Every channel informed the next.
The Solution
Performance & Emotion.
Three Websites. One Trajectory.
We built the first e-commerce store — translating the brand into a shopping experience for the first time. As the business scaled, so did the site. Each iteration reflected where the brand was headed, informed by the data we'd been tracking since day one.
We formalized the brand guidelines into a living document — the reference point for how Alex Moss shows up everywhere, from product pages to paid ads to PR. We set up analytics and reporting that turned instinct into insight: which collections were performing, which campaigns were driving showroom visits, where the revenue was actually coming from.
On the paid side, Meta and Google campaigns drive both online purchases and foot traffic to 15 Mercer. On the organic side, press coverage and celebrity placements became SEO equity that compounds over time.
We consulted on positioning custom and ready-to-wear under one roof. Custom pieces — the six-figure, one-of-a-kind work that built the reputation — remain the flagship story. The ready-to-wear collections, from the Saint Mark to Cathedral of Dreams, became the accessible entry point. Both drive revenue. Neither dilutes the other.
Alex Moss built the brand. We built the engine underneath it.
The Results
Immediate and Measurable Impact
From no e-commerce to millions in online sales across custom and ready-to-wear
Five years together — from first store to SoHo flagship and global collaborations
Celebrity reputation created the demand. Digital strategy captured it and turned it into revenue.
Press coverage and PR turned into search rankings — Alex Moss now shows up when buyers search
Six-figure custom commissions and ready-to-wear sales from one platform
Online campaigns driving foot traffic to SoHo
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