How Alex and Ani's App Got 80K Downloads in 3 Weeks

On Alex and Ani’s iPhone app, released Oct. 1, you can pose a question to an “Ogham Oracle” and receive a piece of life advice in return, derived from the ancient Celtic divination system. Or you can discover your “personal blueprint,” which explores the symbols that define you, like your birthstone. You can also shop for $38 bangles. The app, which was designed with mobile agency Prolific, is 70 percent content-driven and 30 percent transaction-driven, said Alex and Ani’s Vice President of E-Commerce Igor Bekker. Since it launched in 2004, the jewelry brand has had a mission to “empower and energize” the body, as well as decorate it with its baubles, necklaces and earrings.