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ALTEREGO JEWELRY — A CODE, A VISUAL MANIFESTO OF PERSONALITY
We spent a long time searching for a form that could unite freedom of expression with the aesthetics of luxury.
And we found it — wandering the streets of New York, inspired by the city’s magnetic rhythm.
AlterEgo was born from a simple idea: jewelry can be a language — a way to speak without words.
To express your story, your mood, your alter ego.
And we found it — wandering the streets of New York, inspired by the city’s magnetic rhythm.
AlterEgo was born from a simple idea: jewelry can be a language — a way to speak without words.
To express your story, your mood, your alter ego.
It all began by chance — as the best stories often do.
Our founder, Asya, had spent years immersed in the world of high jewelry, watches, and premium brands. She knew exactly how the industry works — what true craftsmanship looks like — but she also saw what clients really crave today: "I want something different. I want to stand out. I want to be special."
One day, at a craft fair in Dubai, Asya spontaneously assembled a necklace from simple materials and charms — intuitively, without a plan. That piece, made with emotion rather than design, drew instant attention. Friends began asking where they could get one too.
Later, during a long-awaited trip to the US, the idea evolved. Walking through Manhattan, surrounded by shop windows full of charm-based jewelry, Asya realized — this wasn’t coincidence, it was a trend. And if it was a trend, it deserved a new interpretation — one born between Russia and the UAE.
That’s how AlterEgo took shape.
Our founder, Asya, had spent years immersed in the world of high jewelry, watches, and premium brands. She knew exactly how the industry works — what true craftsmanship looks like — but she also saw what clients really crave today: "I want something different. I want to stand out. I want to be special."
One day, at a craft fair in Dubai, Asya spontaneously assembled a necklace from simple materials and charms — intuitively, without a plan. That piece, made with emotion rather than design, drew instant attention. Friends began asking where they could get one too.
Later, during a long-awaited trip to the US, the idea evolved. Walking through Manhattan, surrounded by shop windows full of charm-based jewelry, Asya realized — this wasn’t coincidence, it was a trend. And if it was a trend, it deserved a new interpretation — one born between Russia and the UAE.
That’s how AlterEgo took shape.
First came the charms.
Then — a fascination with handcrafted glass, leading to our Cultural Code collection: nostalgic, ironic, deeply personal. Inspired by "a-la Russian" aesthetics — courtyards, toys, samovars, and childhood warmth turned into modern design.
Next appeared our Pet Collection — because our beloved "Beads" are family, and we want to keep them close: on necklaces, bracelets, or even bag charms.
Today, AlterEgo creates jewelry that carries meaning. Pieces that tell stories — of aesthetics, irony, nostalgia, and love. Of details that form a whole. Of individuality. Of you.
Then — a fascination with handcrafted glass, leading to our Cultural Code collection: nostalgic, ironic, deeply personal. Inspired by "a-la Russian" aesthetics — courtyards, toys, samovars, and childhood warmth turned into modern design.
Next appeared our Pet Collection — because our beloved "Beads" are family, and we want to keep them close: on necklaces, bracelets, or even bag charms.
Today, AlterEgo creates jewelry that carries meaning. Pieces that tell stories — of aesthetics, irony, nostalgia, and love. Of details that form a whole. Of individuality. Of you.
It all began by chance — as the best stories often do.
Our founder, Asya, had spent years immersed in the world of high jewelry, watches, and premium brands. She knew exactly how the industry works — what true craftsmanship looks like — but she also saw what clients really crave today: "I want something different. I want to stand out. I want to be special."
Our founder, Asya, had spent years immersed in the world of high jewelry, watches, and premium brands. She knew exactly how the industry works — what true craftsmanship looks like — but she also saw what clients really crave today: "I want something different. I want to stand out. I want to be special."
One day, at a craft fair in Dubai, Asya spontaneously assembled a necklace from simple materials and charms — intuitively, without a plan. That piece, made with emotion rather than design, drew instant attention. Friends began asking where they could get one too.
Later, during a long-awaited trip to the US, the idea evolved. Walking through Manhattan, surrounded by shop windows full of charm-based jewelry, Asya realized — this wasn’t coincidence, it was a trend. And if it was a trend, it deserved a new interpretation — one born between Russia and the UAE.
That’s how AlterEgo took shape.
Later, during a long-awaited trip to the US, the idea evolved. Walking through Manhattan, surrounded by shop windows full of charm-based jewelry, Asya realized — this wasn’t coincidence, it was a trend. And if it was a trend, it deserved a new interpretation — one born between Russia and the UAE.
That’s how AlterEgo took shape.
First came the charms.
Then — a fascination with handcrafted glass, leading to our Cultural Code collection: nostalgic, ironic, deeply personal. Inspired by "a-la Russian" aesthetics — courtyards, toys, samovars, and childhood warmth turned into modern design.
Next appeared our Pet Collection — because our beloved "Beads" are family, and we want to keep them close: on necklaces, bracelets, or even bag charms.
Today, AlterEgo creates jewelry that carries meaning. Pieces that tell stories — of aesthetics, irony, nostalgia, and love. Of details that form a whole. Of individuality. Of you.
Then — a fascination with handcrafted glass, leading to our Cultural Code collection: nostalgic, ironic, deeply personal. Inspired by "a-la Russian" aesthetics — courtyards, toys, samovars, and childhood warmth turned into modern design.
Next appeared our Pet Collection — because our beloved "Beads" are family, and we want to keep them close: on necklaces, bracelets, or even bag charms.
Today, AlterEgo creates jewelry that carries meaning. Pieces that tell stories — of aesthetics, irony, nostalgia, and love. Of details that form a whole. Of individuality. Of you.