Meet Amity Gleason | Founder & Creative Architect

We had the good fortune of connecting with Amity Gleason and we’ve shared our conversation below.

Hi Amity, what is the most important factor behind your success?
The most important factor behind my success—and the success of Amity Alexandra—is authenticity.

For years, I tried to fit into traditional molds, working in law and operations management, where I had to suppress my personal style and creative instincts. But when I embraced my love for gothic, alternative aesthetics and personal storytelling through jewelry design, everything changed. I stopped trying to appeal to everyone and instead focused on creating for people like me—those who don’t see themselves reflected in mainstream fine jewelry.

Success came when I fully leaned into my unique vision and understood that there is power in being different. The fine jewelry industry is steeped in tradition, often catering to a very narrow idea of what “luxury” looks like. But the truth is, people want jewelry that speaks to their soul, that tells their story, that makes them feel seen. That’s what I create.

Beyond authenticity, connection has been crucial. Every piece I design is a collaboration with my clients. I take the time to understand their stories, their emotions, and their vision. This deep personal connection transforms my jewelry into more than just an accessory—it becomes a piece of their identity.

And finally, resilience. The jewelry industry is dominated by generational brands that have been around for decades, even centuries. Breaking in as an outsider with an alternative perspective isn’t easy. But I never let that deter me. I see obstacles as opportunities—to innovate, to challenge the status quo, and to carve out a space where individuality is celebrated.

Amity Alexandra isn’t just a jewelry brand. It’s a movement. A rebellion against the idea that you have to conform. My success comes from embracing my own story and helping others do the same—through jewelry that is as bold, unconventional, and beautifully unique as the people who wear it.

What should our readers know about your business?
Amity Alexandra isn’t just a jewelry brand—it’s a movement. It’s about rejecting the idea that fine jewelry has to be conventional and instead embracing personal style, bold storytelling, and self-expression.

What Sets Us Apart

What truly sets Amity Alexandra apart is the way we blend gothic elegance with modern sophistication to create bespoke jewelry that tells a story. The fine jewelry industry is traditionally dominated by generic designs—pieces that feel safe, expected, and mass-produced. I wanted to challenge that. I create one-of-a-kind, deeply personal pieces for people who don’t see themselves reflected in mainstream fine jewelry. Whether it’s a darkly romantic engagement ring, a Victorian-inspired statement piece, or a design that symbolizes a personal journey, everything I create is meant to honor individuality.

Each piece is crafted with the highest level of artistry using 14k gold, blackened silver and deep, moody gemstones like blood-red rubies and black diamonds. I want my jewelry to feel like wearable art—something that has depth, meaning, and emotion behind it.

What I’m Most Proud of & Excited About

I’m incredibly proud that Amity Alexandra is redefining fine jewelry by proving that elegance doesn’t have to be traditional. We’re creating pieces that make people feel seen, understood, and celebrated for who they are.

Right now, I’m especially excited about our upcoming collection, which merges gothic motifs with timeless heirloom craftsmanship. I’m also expanding our custom design services to make it even easier for clients to bring their personal visions to life. And through my podcast, I’m building a community where we can have deeper conversations about creativity, self-expression, and breaking industry norms.

How I Got Here & The Challenges Along the Way

The journey to building Amity Alexandra hasn’t been easy. The fine jewelry industry is deeply traditional, often resistant to change, and dominated by generational businesses that have been around for decades. I entered this world as someone with a completely different perspective, which meant I had to carve my own path.

One of the biggest challenges was breaking away from the idea that I had to appeal to everyone. Early on, I thought success meant designing pieces that fit into the traditional bridal and fine jewelry market. But that wasn’t me. The moment I stopped trying to conform and instead embraced my own vision—dark, elegant, unexpected—I found my true audience.

Another challenge was establishing credibility in an industry where relationships and legacy matter. I overcame that by focusing on mastering my craft, learning from incredible mentors, and letting my work speak for itself.

Lessons I’ve Learned

1. Authenticity is everything. The more I leaned into my true aesthetic and values, the more success I found.

2. You don’t have to fit into someone else’s version of success. Create your own lane.

3. Resilience is key. Every challenge is an opportunity to innovate, grow, and push boundaries.

What I Want the World to Know

I want people to know that you don’t have to compromise on personal style. You deserve jewelry that speaks to you—something unique, something with soul, something that tells your story.
Amity Alexandra isn’t about trends; it’s about creating timeless, meaningful pieces that reflect who you are. Whether through custom designs, ready-to-wear collections, or storytelling through my podcast, my mission is to empower people to embrace their uniqueness—and to wear it proudly.

This isn’t just jewelry. This is self-expression, redefined.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
If my best friend were visiting for a week, we’d dive into a mix of books, ghosts, adventure, and a touch of chaos. We’d kick things off at Spicy Librarian, a new romantasy bookstore I’ve been eager to explore, because adding to our TBR piles is a must. From there, we’d head to the Stanley Hotel for a ghost tour, seeing if we can make it out without something following us home. A Broncos game would definitely be on the list—there’s just something about the energy of a live game, the excitement of the crowd, and, of course, the stadium snacks. We’d spend time shopping and make sure we stop at FashioNation for a solid alternative fashion haul. Somewhere in there, I’d make sure we squeezed in a late-night movie marathon, a day trip to the mountains for some fresh air, and, if the timing aligns, attend a Mountains & Magic event, like their fantasy book ball, to add a magical touch to the week.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
Absolutely! There’s no success story that’s written alone, and I’m incredibly grateful for the people and influences that have shaped my journey.

First and foremost, my clients deserve the biggest shoutout. They are the heart of Amity Alexandra. Every person who has trusted me to create a piece that tells their story has fueled my passion and made this brand what it is today. Their individuality, their boldness, and their desire for something unique inspire me daily.

I also want to recognize the alternative and gothic communities—those who have always embraced self-expression in ways that challenge the mainstream. When I first started, I didn’t see myself reflected in traditional fine jewelry, but these communities reinforced that being different is powerful. Their influence gave me the confidence to create pieces that honor uniqueness rather than suppress it.

A huge thank you to my family and close friends who have been unwavering in their support, even when my path seemed unconventional. Entrepreneurship isn’t easy, and having people who believe in you—especially when you’re taking risks—is invaluable.

And I have to give a special shoutout to my business mentors in the jewelry industry who have helped shape my journey. Their expertise, insights, and generosity in sharing knowledge—from refining craftsmanship to navigating the business side of fine jewelry—have been invaluable. The jewelry industry is deeply rooted in tradition, and having the guidance of experienced mentors has allowed me to challenge norms while honoring craftsmanship, ultimately helping me build a brand that blends innovation with artistry.

Success isn’t just about talent or hard work; it’s about the people who lift you up along the way. I’m grateful for every person and influence that has played a role in my journey, and I hope to pay that forward by helping others embrace their own creative paths.

Website: https://www.amityalexandra.com

Instagram: https://www.instagram.com/amityalexandrajewelry

Linkedin: https://www.linkedin.com/in/amity-gleason/

Facebook: https://facebook.com/amityalexandrajewelry

Youtube: https://youtube.com/@amityalexandrajewelry

Image Credits
White Buffalo Photography