The Brand
Our Mission
Our mission is simple: to design unique, superior-quality jewelry that lasts for generations while utilizing a transparent and honest supply chain. We source from suppliers who care about what we do, people and the environment. Alex Fitz jewelry incorporates recycled gold, recycled diamonds, and colored gemstones from companies that are committed to understanding their supply chains or are certified fair trade. These suppliers are our kind of people, and we are always working to ensure that we are aligned with the very best of them.
Our Style
We Don’t Lean Into Trends.
We intentionally keep our creative process from being overly influenced by what’s happening in the jewelry industry and instead look to classic fashion, structure, cuts, and textures that feel inspiring.
Our Sourcing
Thoughtful sourcing. Guaranteed.
We relentlessly scour the global network of precious stone suppliers to find those whose values closely align with ours. We work with suppliers who know the origins of their stones and understand every step of their journey.
Quality Craftsmanship
Jewelry That Lives With You.
We always prioritize durability, designing with stronger chains, more durable prongs, and double-notched earring posts for added security. Our quality is guaranteed. Live your life.
The Designer
Alex Fitzgerald had a successful 14-year career in San Francisco’s tech industry—until one day, she decided she didn’t.
“I’ve been in love with jewelry for as long as I can remember. From an early age, my mom passed down pieces of her jewelry to me and took me around to antique jewelry stores.”
Alex has always had a penchant for creativity and flair. Born in California and raised in Idaho, she grew up loving the outdoors and loving dance even more. A former hardcore ballet dancer turned Denver Broncos Cheerleader, Alex kept movement in her life as a creative outlet while pursuing a degree in Computer Science (OMIS) at Santa Clara University, which eventually launched her career in the high-tech industry.
Jewelry was something she had always adorned herself with, but it became a serious pursuit when Alex started taking after-hours metalsmithing classes. As her passion grew, she found herself increasingly consumed by the idea of one day creating a jewelry line of her own. After her son’s first birthday, Alex and her husband had a serious conversation and decided to give that passion a real chance.
Eight months later, Alex and her family moved back to Colorado, where she poured her energy into designing the first collection for Alex Fitz. There was another gift in the making as well: baby number two.
Since 2018, Alex has been crafting fashion-forward fine jewelry collections using ethically sourced stones and creating custom pieces designed for modern wear. As a self-proclaimed “recycling freak,” Alex is committed to using recycled gold in her designs, with sustainability remaining at the forefront of the business.