[2] The company originally stated that they wanted to produce "bangle bracelets, necklaces, earrings and rings that adorn the body, enlighten the mind, and empower the spirit".

[17] That year, the company expanded into Japan,[18] and began a partnership with Disney Parks, to provide jewelry for their souvenir stores.

[26] In July 2019, Alex and Ani filed a $1.1 billion federal lawsuit against Bank of America, asserting that the lender had discriminated in its treatment of the woman-led company.

[27] The company dismissed the suit in August,[28] and in September 2019 agreed to a new debt structure with its syndicate of lenders, led by Bank of America.

[29] As part of the restructuring, Rafaelian had given up her controlling equity interest,[30] and Lion Capital installed a new CEO, Bob Trabucco.

[31] The company attributes their bankruptcy filing to falling revenue in the wake of operational and supply chain difficulties as well as major turnover in their C-suite, which led to a 2019 out-of-court restructuring, plus the COVID-19 pandemic played a major role in the company's revenue decline.

In June 2023, Alex and Ani had closed another 21 stores and their corporate headquarters in Rhode Island overnight, leaving 7 locations still open.

He was initially hired by Alex and Ani to auction off their own equipment, but told The Boston Globe that they "locked him out" and never communicated with him again.

[38][39] The firm has begun collaborating with national organizations to create custom pieces and give a portion of proceeds to the respective charity.