The Golden Age

Alana Ellis, 25, has a remarkable eye for timeless and exquisite jewellery. One of Australia’s youngest and most passionate entrepreneurs, she is building a tribe of customers and employees who are destined to be loyal for decades to come.

As a young girl, Alana Ellis loved making jewellery. She would design and handcraft beaded bracelets to sell at her school fete, and by the time high school rolled around, her project became her passion. Friends noticed the unique, statement pieces she was wearing - and they wanted in.

“My friends were definitely my first customers,” smiles Alana. “They fell in love with the jewellery I was making in my bedroom, so I made more pieces and gave them away.”

As her jewellery business evolved, Alana started to work with materials that were longer lasting. That’s when the brand, Alana Maria, was born.

“A friend suggested that I start an Instagram page so people could contact me directly, so I did. I was working out of my bedroom and eventually it turned into my workshop. People would come to our house, up to my bedroom, and shop from my desk.”

Eventually, Alana’s parents became ‘funny’ about strangers coming and going from the house, so she had to make a decision.

“When it got to that stage, I created a website and not long after, secured the lease for my first shop in Freshwater. I set up the backroom with two desks and that was our HQ for a little while. We quickly outgrew the space so I got an office. Now we have a workshop, warehouse and two more stores. That was three years ago.”

As far as time goes, this entrepreneur is not slowing down. A year after securing the lease in Freshwater, Alana opened a store in everyone’s favourite beachside hub, Byron Bay. Three hundred and sixty five days after that, she became the youngest leaseholder in Westfield Bondi Junction.

“Securing the space for our flagship store in Bondi Junction this year was a huge milestone for the business. It’s not easy to get into Bondi,” she says.

“We were unsure if we would see a big response on the opening weekend, but we did. Customers began lining up at 5am, and by the time we opened, over 200 people were in line.”

According to her team, ‘If you could enter Alana’s mind, the Bondi flagship store is just what you would see.’ Having grown fast and organically, it’s not surprising Alana’s team has grown with her. The female-led company is now run by 50 women with a very conscious focus on employing locals.

“Alana Maria was built on the concept of circular fashion, highlighting pieces that last. I am proud that we leave such a small footprint on the planet.”

Alana Ellis, Founder

SUSTAINABLY MINDED Community and sustainability are also two values that sit firmly at the heart of this precious Aussie brand, one that is as grounded as it is young.

“Sustainability is a responsibility the business was built upon,” says Alana. “It was built on the concept of circular fashion, highlighting pieces that last. I am proud that we leave such a small footprint on the planet.”

As another offering, Alana has partnered with i=Change, a platform that allows businesses to give back to charity.

“Partnering with i-Change has enabled our customers to become active participants in our drive to sustain positive change in our community. From every purchase, we donate $1 to one of three charities and our customers choose the charity they want to donate to.”

Alana Maria Jewellery is cultivated on the principles of self expression, empowerment and diversity. With a sophisticated range of statement and everyday pieces, each piece is handmade to order from the Freshwater studio.

While beautiful, masterful design never goes out of fashion. The sky’s the limit for this Beaches-born brand.

“There are lots to come in the next 12 months,” reveals Alana. “Where we have come from and how we got here proves we’re on the right track, and we’re going places fast.” •

FRESHWATER STORE: 17 Albert Street, Freshwater // 0466 697 948

BYRON BAY STORE: Feros Arcade, Shop 13/23 Jonson Street, Byron Bay // 0434 444 331

BONDI STORE: Shop 4012, Westfield, 500 Oxford Street, Bondi Junction // 0411 765 567

INSTA: @ alanamariajewellery // alanamariajewellery.com