Michelle Alexander
Michelle Alexander is a bridge segment fashion jewellery brand that was started to create high quality statement jewellery at a reasonable price-point. Our aesthetics can be defined as incomplete works of art, with carefully crafted imperfections
that lend these pieces an antiquated look. Alexander embodies the ancient aesthetic philosophy, known as Wabi Sabi which signifies irregularity, unevenness, and perverse beauty in deliberate imperfection. This exact philosophy glistens out of their jewellery brand Michelle Alexander. It celebrates beauty in what is natural, that appreciates the imperfection in others. Speaking of aesthetic philosophy, the renaissance period of European civilization conventionally brings out the system of creativity in the designs of the jewellery. The jewellery is voguish and asymmetric. They celebrate their curves, their oddities. Most of all, they celebrate the self of the wearer. The jewellery has been made, designed and manufactured in India, celebrating India’s rich heritage in hand craftsmanship.
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Michelle Alexander was started by the brother sister duo Rohan and Mihika Raj Agarwal. While doing research, the duo found a gap in the market for high-quality affordable fashion jewellery and that is how the brand started. When the brand first started, brand packaging and brand identity was the focus. The brand’s values and goals was to be sustainable and also create pieces which are heirlooms that can be passed down to generations, which would put the brand in the slow fashion category. The
brand has been well-received in the fashion industry featuring in Cosmo India, Indulge, LBB, What’s Hot, and many more publications due to the design and innovation as well as the affordability and accessibility.
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The brand is 100% plastic free and that is something we pride ourselves in. The boxes are all made of paper, even the bubble wrap to protect the product is of paper. Even though having plastic packaging would be cheaper, they would not be sustainable, hence we changed our packaging to make it more eco-friendly.