All people pursue happiness….

All people pursue happiness…Alex and Ani creates it®

Alex and Ani believes in the power of positive energy, a core company principle. They have made it their mission to share the benefits of positive energy through the unique beauty and symbolism of their products.

Inspired by the wisdom of ancient thinkers, Alex and Ani researched the most effective methods of designing their products with the beneficial positive energy that scientists refer to as vital force.

Ancient and modern traditions refer to vital force by many names; chi, prana, etheric energy, life force, zero point energy, homeopathic resonance, etc.

Vital force is understood to be the key principle or animating force within living beings. In French Philosopher and Nobel Prize Recipient Henri Bergson’s theory, vital force is independent of physical and chemical forces, regarded as being causative in the evolution and development of living organisms.

Alex and Ani’s revolutionary process of designing positive energy into each product is an important step in their mission of spreading positive energy worldwide.