On She Built It®, Alexandra Samit, Founder & CEO of Alexandra Beth Fine Jewelry, shares how she transformed a teenage jewelry hobby into a thriving fine jewelry brand in New York City’s competitive diamond district.

From selling handmade necklaces at 15 to pivoting during COVID into bespoke engagement rings and heirloom redesigns, Alexandra opens up about navigating business pivots, building credibility in the diamond industry, and scaling a direct-to-consumer luxury brand. She discusses earning her GIA certification, breaking into 47th Street, managing emotional client milestones, hiring when you’re the bottleneck, and maintaining trust in high-ticket sales.

If you’re building a luxury brand, pivoting your business model, or curious about lab-grown vs. natural diamonds, this episode is a masterclass in modern entrepreneurship, craftsmanship, and reinvention.

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Alexandra Samit on Building a Jewelry Empire