Alexandra's Story


Always driven by her passion for fashion and creation, Alexandra decided to start as a promoter of jewelry brands in 2013, then in 2018 her dream came true by creating her own jewelry brand.





This mother of three children, graduated in Law, then Marketing and Advertising from the famous NYU University in New York, got driven in the event industry.

At the age of 37, she decided to create her own jewelry sale website, by taking care to select all the creators she loves because of their creativity and their innovative universes.



In perpetual search for original jewelry and in tune with the times, she wants to find jewelry that could really suit her. Her nostalgia for her early childhood, pushes her to think back to the necklaces she wore with her mother on the beaches of the Côte d'Azur in the 80s.

Sure, that this fashion wave can be revived and brought up to date, Alexandra is looking for the designer of these jewels. But it was in vain. Therefore, she decided to produce her own line of "surfer" jewelry.



The creation of her jewels was done by giving them personality throw the colors, and the associations of tones.

The goal is to define a modern woman, that’s dynamic, in the trend, and committed to artisanal creation and to be jewelry made in France. The jewels are imagined and created in a Parisian workshop.


Very quickly its range develops; to the necklaces are added bracelets, ankle bracelets, earrings. More precious necklaces made of shells combine with the pearls made of recycled vinyl record that Alexandra likes. The varied collections have touched all generations.

The brand is distributed all over the world and many very prestigious collaborations have appeared with major brands such as Kujten or Ba&Sh.



"The name of the brand seemed obvious to me: the website had to offer only the musts: All The Must was then born ... »