Alor (Est.1979) is a San Diego, California-based, top-of-the-line jewelry, watch, and lifestyle firm that celebrated its 40th year of business in 2020. Established by Jack and Sandy Zemer, it designs classic, yet contemporary jewelry and watches for women and men. Alor leads the industry in its use of color, texture, and design. Taking cues from the iconic scenery evident in Southern California, Alor’s designs are intended to be works of art that can be worn daily.
Before founding Alor, Jack Zemer was a nuclear engineer at General Electric who, with his wife, Sandy, created the name, Alor, by combining the first names of the couple’s sons, Tal and Ori, who now serve as both Principals and Presidents of the company and oversee all aspects of the business. Alor first publicly displayed its nautical cable motif jewelry in the early 1980s.
From its beginning until 1992, Alor sold stainless steel cable, 18-karat gold and diamond jewelry under the "Alor" name. In 1992, Alor began a partnership with the Swiss firm Phillipe Charriol International and formed Charriol USA. [Charriol]
While Alor International Ltd. remained the parent company, all Alor jewelry designs were sold throughout and U.S. and the Caribbean as Charriol USA. The partnership ended in early 2014, with Alor International Ltd. reverting to its original brand name, Alor. As part of the rebranding, the company released a national advertising campaign featuring model Noot Seear and photographed by Justin Coit.
International expansion began in 2012 and now Alor sells to retailers in Dubai, Israel, Kazakhstan, Mexico, and Australia.
In 2013, Ori and Tal Zemer launched Alor Swiss Watches, featuring details that included stainless steel cable bands and 18-karat gold and diamond embellishments.
In 2015, Alor released its Black Label jewelry collection (earrings, rings, pendants, and bracelets), whose pieces are made in 18-karat gold and feature overlapping circles and ovals set with rubies and black, colorless, and canary diamonds.
Alor partnered with EMA Jewelry to launch a bridal collection called, Down the Aisle, in 2017. EMA handles distribution and sales as Alor’s global licensee for the line. In addition to Down The Aisle, Alor partners with Diamond Foundry to offer a fully lab grown designer collection of bridal rings named, ALOR EcoEarth.
The brand’s major creations include stackable rings (in six cable colors; one diamond band) and Women’s bracelets, necklaces, earrings, and rings. Its collections include Affirmations, Deco, Lines and Waves, Chain Expressions, Petra (offering unique creations), Classique (cuffs, earrings, bracelets, and rings), and Aloro (diamond and gold earrings, rings, necklaces, pendants, and bracelets).
The firm also sells Men’s cufflinks, bracelets, rings, and necklaces. Alor’s watch selections are named, 1979, Alor, Cavo, Elite Sub, Forte, and Forte California.
Other Alor collections of note are Chain Reaction and Noir. Chain Reaction is a new collection featuring classic freshwater pearls and colorful stainless steel chains. The collection plays with structure and color by mixing delicate elements with bold textures. The Chain Reaction Collection delivers sophisticated style with a ‘cool girl’ edge.
The Noir Collection of earrings, cuffs, rings, bracelets, necklaces perfects fashion’s great essential: the color black. In the collection, Alor’s signature black stainless steel cable designs are combined with 18 karat gold and diamonds bringing this chic staple to a new level.
The hallmark of Alor’s distinctive lines is its selection of cable bracelets. Though the look is simple and streamlined, the materials are not. They include beautiful stainless steel accented with gemstones and diamonds.
Alor bracelets are among the most recognizable designs in its lines. Its stacked cables are eye-catching additions to any outfit. The versatile look can pair as easily with casual wear as it does with formal attire. Customers can choose either a wide cuff or a simple slim bangle.
Alor’s signature bracelet style interacts ideally with the brand's collection of rings. Cable rings are also available in multi-row styles, many of which are accented with diamonds.
Alor’s earrings, feature cable hoops and circular cables in drop earring styles. Alor’s cable jewelry is also available in multi-strand and circle link necklaces.
Alor is also known and recognized for its philanthropy. A portion of the proceeds from each Affirmation Bracelet sale goes to the charity, Here for the Girls (H4TG) which is a non-profit organization dedicated to improving the lives of young women affected by breast cancer.
The firm is also a major contributor to the jewelry industry organization designed to help children suffering from hardship of a disease or dealing with abuse and neglect. Jewelers for Children, better known as JFC, has been assisting children, families and research since 1999. JFC and has raised more than $55 million dollars to benefit, St. Jude Children’s Research Hospital, Make-A-Wish American, Elizabeth Glaser Pediatric Aids Foundation, the National CASA Association, and many more.
From November 2013 through 2014, Alor was the exclusive watch and jewelry sponsor for the women’s leadership and revitalization overnight camp, Campowerment. As sponsors, Alor gave the "camper of the day" a watch from its Swiss watch collection. Alor also provided relaxation lounges at all camp sessions as well as scholarships to attend other Campowerment retreats.
In 2015, Alor unveiled a new advertising campaign that departed from past campaigns that featured models and/or high-profile faces. In the new campaign, cable jewelry was the sole focus.
One of the Alor’s company slogans is, "It's about time, it's about me" that resonates with today’s sophisticated woman. However, Alor lives by the motto, “You don’t have to be the best at everything, you just have to be the best at what you do.”
It brings these ideals to every aspect of the company from design, to customer service, to the making of its watches and jewelry.