ALOR: A Look Into the Brand’s Heritage

ALOR® is a California-born fine jewelry brand creating timelessly modern pieces for the contemporary woman and man. On the forefront of colored cable jewelry, ALOR utilizes stainless steel cable accented with 18kt gold, diamonds, pearls, stingray and more in their iconic shades of color. Established in 1979 as a family-owned and operated business, the brand combines the casual simplicity of high fashion elegance with industry-leading and iconic color, texture and design. ALOR is devoted to creating world-class works of art, to be worn in everyday life, once in a lifetime occasions, and everything in between.

The Founders

ALOR was founded by Jack and Sandy Zemer. What started as sourcing and securing emeralds from Africa, later became the start of a designer brand of jewelry at a time when designer jewelry was little known. Sandy says of starting the brand, “I started ALOR because I felt like I wanted to do something out in the world and [Jack] asked me if I liked jewelry and what woman does not like jewelry? So, we co-founded it together 44 years ago, which is really, really hard to believe it’s been that many years. There weren’t many women, at least in our industry, that started a company and for me, I feel like I was like the pioneer to do this, to show women that if you really want to do something you go after it and you can make it succeed.” The brand was named after their sons, Tal and Ori and became ALOR.

The Family

ALOR is not just any other jewelry company, with a massive corporate structure and mass-produced jewelry. The brand is family run and family operated. President of ALOR, Ori Zemer, says of the employees that work behind the scenes, “[What] we really pride ourselves on is the longevity of the people who we’ve worked with. Not only are the ALOR employee’s family, they’ve been with us on average for 12 years. Our average retailer has been with us for 15 years, and did you know the ALOR fan owns on average 5 pieces of jewelry from us? That’s not a corporation, that’s a family, and ALOR is a true family.”

The Motto

ALOR lives by the motto, “You don’t have to be the best at everything, you just have to be the best at what you do,” and brings that ideal in to every aspect of the company from design, to customer service, to the craftsmanship of the jewelry. Creative Director and EVP, Marilyn Harrell, says of the motto, “When I first started taking over the creative side of the company from Jack, who I mentored under for several years, that quote focused me to think of the collection in terms of never swaying but keeping very, very focused in what we do and doing it to the best of our ability.”

The Iconic Color

As the authority on colored cable, the beautiful shades of ALOR include:

The collection features durable stainless steel cable in an array of colors created using a PVD (Physical Vapor Disposition) process. First, the plain grey stainless steel goes through a deep cleansing bath. Then it goes into an oven where various heating temperatures change the molecular structure of the steel, which ultimately changes the color of the piece. Every piece is closely watched during this lengthy process to ensure consistency in color and quality. Different from a coating or a plating that may wear in time, this process creates a molecular change in color that is as durable and long-lasting as it is beautiful! Be on the lookout for a blog going more in depth about the process here!

The Collections

ALOR’s Women’s Collection is built to be stacked and layered and to be an expression of your individual style. Keep it monochrome in your favorite cable color or mix and match all day – you can’t go wrong! This collection features the most-loved Stackable Bracelets with 18kt gold and diamonds, the go-to Cuff Essentials with endless color combinations, the Chain Expressions Collection that is light, playful and built to have fun, and plenty more collections and styles. From South Sea Pearls, to glistening diamonds and beyond, dive into luxury finishes for everyday wear.

ALOR’s Gentlemen’s Collection is created with the modern man in mind. Designed to be worn from the board room to the golf course, the styles are wearable, durable, comfortable and stylish. Explore a sophisticated and innovative collection of cufflinks, bracelets, rings and necklaces in the brand’s classic materials. Keep him looking sharp for any and every occasion with ALOR.

The iALOR™ Collection is where ALOR’s iconic stainless steel cable meets the world of tech. This luxury cable band was created exclusively for the Apple Watch®. Wake up and put on your everyday essential, now elevated with your favorite colors of cable and sparkling diamonds. Fine jewelry discovers a new purpose with iALOR™.

In the mood for more? Shop the entire collection at and become part of the family today.