How Susan Korn of Susan Alexandra Built a Brand That Sparks Joy

We’ve been covering the incredibly fun jewelry and accessory brand Susan Alexandra since its viral handbags debuted in 2017, as the whimsical designs quickly caught the eyes of many within the fashion industry. Jewelry and accessory designer Susan Korn—the Susan behind Susan Alexandra—actually first started the brand in 2011 as an assortment of handmade jewelry, and just six years later, she was launching her collection of colorful beaded handbags and jewelry with major retailers such as Neiman Marcus, Bergdorf Goodman, and Opening Ceremony. Korn created a brand that felt like a breath of fresh air in the industry, as her designs—from purses in the silhouette of a martini glass to quirky cherry-drop earrings—evoked a playful emotion.

Susan Alexandra has amassed a loyal following and has even garnered the attention of style icons such as Gigi Hadid and Pete Davidson, as well as expanded into brick-and-mortar with the New York flagship store. Korn has continued to evolve the brand beyond fashion accessories and ventured into homeware and party favors like Botanical Bag, designed to carry your favorite beverage in style. Today, Korn has also redirected the Susan Alexandra brand back to an entirely direct-to-consumer business model, and by leaning into her vision wholeheartedly, her brand has blossomed even more.

While it seems Korn was destined to create pieces that truly spark joy and feel like a direct product of her unparalleled imagination, she began her career in fashion as an aspiring stylist rather than a designer.