A Designer And His Muse Disrupt The Fine Jewelry Industry

On Fifth Avenue, where heritage jewelry houses showcase their centuries-old legacy, David Alan and Helena Krodel are writing their own rules. Their atelier combines old-world craftsmanship with modern sensibilities, creating bespoke custom pieces that blur the line between high jewelry and personal storytelling.

Your journey together is quite fascinating. How did the paths of a master jeweler and a PR expert converge to create this unique brand?

David: I started as an architect's apprentice and an artist, but I wanted to find a way to merge my creative passions with making something more intimate that could be treasured for generations. Jewelry-making offered that perfect intersection – creating pieces that celebrate life's moments while allowing me to be both an artist and an architect. After completing my apprenticeship and working with renowned jewelers and diamond dealers, I realized I was missing a direct connection with clients. That's what led me to establish my own brand.

Helena: When we first met, I was the Director of Media & Special Events for Jewelers of America (JA), educating consumers about fine jewelry. The industry was very different then – heavily reliant on wholesalers, retailers, and traditional marketing. After years of working together professionally and personally, we saw an opportunity to disrupt the industry by creating a truly bespoke experience that puts craftsmanship and personal connection at the forefront.

What sets your approach apart in the luxury jewelry landscape? 

David: We start from nothing – no pre-existing designs or components exist. Each piece is born from conversations, emotions, and personal stories with clients. While our pieces have certain signature elements that speak to our brand identity, every creation is inimitable. We're not looking to compete for market share in mass manufacturing; we're focused on creating meaningful connections through our craft.

Helena: The word "custom" is often misused in our industry. What we do isn't about customizing pre-made options or modifying existing designs. We create audacious jewelry, starting with a blank canvas and limitless possibilities. Our clients become part of an intimate creative journey, working directly with David and our team of master craftspeople.

How do you maintain the balance between traditional craftsmanship and modern innovation?

David: While we embrace technology as a tool for communication and efficiency, every piece is still pristinely fabricated by human hands. We use technology to enhance our collaborative design process and streamline operations, but the core of what we do – the design, the craftsmanship, the attention to detail – remains deeply human.

Helena: We've made a conscious decision to focus on the experiential aspect of our business. Instead of investing in e-commerce, we've created an immersive atelier experience that gives people a reason to step away from their screens and personally engage with the creative process. Of course, we accommodate virtual appointments, but there's something special about experiencing the custom jewelry journey in person, especially in our newly renovated (soon to open) atelier!

What's next for David Alan?

The brand is entering an exciting new chapter with the unveiling of their renovated Fifth Avenue atelier. They're also introducing their first ready-to-wear couture collection – one-of-a-kind pieces that showcase the heights of their craftsmanship while maintaining their commitment to unique, personal luxury.

"These pieces aren't meant for everyone and shouldn't be," David explains. "They're born from years of understanding what our clients truly desire and my own creative exploration. Like everything we do, they're created for those who appreciate the art and soul of fine jewelry."

In an age of mass production and digital convenience, David Alan stands as a reminder that true luxury lies in the personal connection between artist and client, in the stories woven into each piece, and in the dedication to crafting not just jewelry, but future heirlooms that capture moments in metal and stone.

To experience the world of David Alan and begin your custom journey, explore their past works at www.davidalanjewelry.com, get inspired on Instagram (@davidalanjewelry), or visit their newly renovated Fifth Avenue atelier, where every piece begins with a conversation and ends with a masterpiece.