Alex Moss comes out swinging, comparing his jewelry to the biggest houses and best-known names: Tiffany, Cartier, Harry Winston. Moss’ publicist compares the New York–based celebrity jewelry designer to da Vinci.
The 30-year-old may be best known for making rapper Drake’s so-called engagement ring necklace—a chain of 42 diamond solitaires, one for each time Drake says he considered proposing to someone. But Moss says he wants his first conceptual collection, Cathedral of Dreams, to introduce Alex Moss New York (AMNY) to a larger audience, among the public as well as the more traditional jewelry industry.
“It encapsulates the lifestyle of Alex Moss New York,” the designer says. “You’re supposed to feel these emotions when you put it on. It’s like you feel like a rock star. The Cathedral of Dreams lets you dip into our world.”
In other words, you wouldn’t wear AMNY to the office or your kid’s soccer match.
“That’s not our game,” Moss says. “Jewelry has been extremely boring for the last 20 years. There aren’t any jewelry companies creating conceptual collections or offering a group of items [like mine]. For them, it’s like one-off stuff. It’s not a concise collection. We definitely feel like we’re bringing something new, and jewelry is transitioning into this direction. No one wants to dress like my grandmother.”
What is that “something new,” exactly? Moss defines it as “a new trend of jewelry fashion.” Don’t get the wrong idea, though: This isn’t costume jewelry. AMNY’s manufacturing is at the highest level of craftsmanship, Moss says.
“With all of these bold designs, it’s important to me and it’s a philosophy of our company to create all of our products at the level of the Cartiers, Harry Winstons, and Tiffanys. I’m mixing two worlds, in a sense,” Moss says.
Cathedral of Dreams is AMNY’s attempt to create timeless, cool designs with Moss’ own touch. So the collection has classic motifs such as fleurs-de-lis and crosses, but it balances that with bones, skulls, and pieces like the Lick of Death ring—a lascivious mouth with a gemstone-studded tongue and fangs.
The capsule features Moss’ most accessible jewelry, which is intentional, he says. Prices range from around $950 (for an upside down bat pendant) to $33,000 (a 15.2 cts. t.w. diamond rosary chain). “It is attainable, and you’re getting quality,” Moss says.
It also shows his versatility. “I’m a student of the game. I go to the New York library; I study all types of stuff,” Moss says. “If you look at some of the old designs from the early 1900s or the 1920s that Tiffany or Cartier created, if I made that today, I’d make it cool. A rapper can wear it in a music video. A singer can wear it on the red carpet or to the Grammys, and it will still look good in 10 years.”
While he expects to always have high-profile clients like Drake and Tyler, the Creator, Moss will continue to design AMNY collections for the public and make additions to his brand, like custom watches. As much as Moss comes on strong and with swagger, the designer says he cares deeply about this industry and wants to show how a kid without a classic pedigree can become a key player.
“I got into the jewelry world with no family and no connections, which is super rare,” Moss says. “The reason I mention that is the reason I do this and the reason I’m good at what I do…I love it. I’m super passionate about what I do.”
Top: Alex Moss New York’s first collection, named Cathedral of Dreams, includes the Lick of Death ring ($14,000), featuring diamonds, rubies, and sapphires. Moss has designed pieces for Drake and other stars; now, he says, he wants to make his work known and accessible to all. (Photos courtesy of Alex Moss New York)
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