Greater Goods: Alef Bet by Paula Jewelry by the Jewish Museum in New York
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Sharing an article written by The Jewish Museum's series titled: Greater Goods: Alef Bet by PaulaΒ
In thisΒ series, explore the artists and artisan-made products that set theΒ Jewish Museum ShopΒ apart.
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βWorking so closely for over 20 years has been a factor in keeping our relationship close and thriving. This is a real family partnership. Neither of us is more important or powerful than the other.β
β Paula Brooks, co-founder of mother-daughter jewelry brand Alef Bet
Offering luck, protection, and aesthetic beauty, Jewish jewelry also expresses the wearerβs Jewish identity and symbolizes a connection to their culture and faith. For Paula Brooks and Alissa Brooks-Haroush, the mother-daughter jewelry design team behindΒ Alef Bet by Paula, it is also a source of creativity, inspiration, and a continued and lasting family bond.
Brooks founded Alef Bet in 1996 with her daughter Brooks-Haroush after more than two decades of creating and selling her own original jewelry. βSince the seventies, Iβve had my hands in one business or another,β says Brooks, βI made sure each had a jewelry counter.β
Alef Bet was named for the Hebrew letter block bead necklaces that were the studioβs most popular item at that time. Soon, clientele began to ask for more. βPeople would ask, what else do you have?β says Brooks-Haroush. Aware of the need for modern Jewish jewelry, the mother-daughter duo branched out into other designs.
The brandβs relationship with the Jewish Museum Shop started early on. βFrom the very beginning they saw us, and are with us today,β says Brooks-Haroush. The Shop carries aΒ diverse range of Alef Betβs designs, from sparkling pieces like theirΒ White Gold and Sapphire Evil Eye EarringsΒ to their airy, understatedΒ Tiny Star of David Necklace. Their philosophy of creating βfashionable, faith-based jewelry that people want to wearβ continues to be a perfect fit with the Jewish Museum Shop, which focuses on bringing together distinctive Judaica from traditional to contemporary.
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Alef Betβs jewelry is made in Los Angeles, where the family is based. All their designs are a collaboration between Brooks, Brooks-Haroush, and their goldsmith, who turns their ideas into computer-generated molds for his team of casters, polishers, and diamond and gemstone setters.
Alef Betβs piece worker, Roberto Cruz, has been a part of the company since nearly the beginning, and now assembles at home where he can enjoy his family and grandchildren. Brooks also does some of the hand work, in addition to sourcing materials, some of which come from Italy, Turkey, and other overseas locations. Brooks-Haroush handles the marketing, including designing and maintaining the companyβs website, and managing its social media accounts.
Hamsa Necklace sold at The Jewish Museum
Despite the demand for their pieces, Alef Bet have always taken a family-first approach, which for a period of time meant keeping their distribution manageable. Because of this, Brooks-Haroush was better able to balance work with the raising of her three children β all of whom have, in various stages, helped out in the business. Brooks considers herself fortunate to have had her grandchildren close as they grew up.
Also important to the team at Alef Bet are their customers, with whom they have created many friendships. βThey send us pictures of themselves in their jewelry. It is very touching,β says Brooks-Haroush. βMy favorite part of the day is checking Facebook for comments and seeing what they write us.β
A passion for creating covetable pieces that enhance the spiritual and aesthetic lives of their clientele is key to their business, but the relationship between mother and daughter is at its heart. βWorking so closely for over 20 years has been a factor in keeping our relationship close and thriving,β says Brooks, of their collaboration. βThis is a real family partnership. Neither of us is more important or powerful than the other.β
To explore more of the Jewish Museum Shopβs selection, visitΒ Shop.TheJewishMuseum.org. Every purchase supports the Jewish Museum.
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