Alexandra Beth’s Jewelry Showroom Sets the Tone for Her Future

By Karen Dybis | December 22, 2025

With its new Fifth Avenue flagship salon, Alexandra Beth Fine Jewelry is an example of how a designer can grow from costume into fine jewelry through a wide-ranging rebrand and a focus on client service.

Founder Alexandra Samit opened the appointment-only showroom on Fifth Avenue and 48th Street about a year ago as a meeting space, her office, and a luxury destination. Since then, she says more than 1,000 clients have visited the space, which she describes as fun, comfortable, and upscale.

Samit says she wanted her showroom in the Diamond District to balance its fine jewelry offerings with a more casual setting. It’s a trend happening across the industry as more jewelry retailers walk the line between elegance and ease.

But make no mistake: This is still an elevated shopping experience, as Samit fully embraces fine jewelry and custom work. Although she’s only 38, she has 23 years of jewelry experience to share with clients and future customers (she started her first business at age 15).

AB Showroom — *Specialty accent lighting and gold accents make the Alexandra Beth Fine Jewelry showroom elevated yet welcoming, the jeweler says.*

Samit began making jewelry while in high school and quickly began selling pieces in her local community. During college, she grew into a formal brand known as Alexandra Beth Designs, which focused on costume jewelry. She transitioned her website and business into fine jewelry during the coronavirus pandemic. The showroom symbolizes the final phase of this transition, Samit says.

Within the Alexandra Beth Fine Jewelry flagship, “there’s no detail overlooked,” the designer says. “We put as much attention into every aspect of the showroom as we do into our jewelry.”

The space includes a showroom as well as a back office for Samit to work and for the four-person team her business now supports. She added soft chairs and a couch for conversation, plus a desk in the office area for one-on-one consultations.

Lighting and wall color are among the key elements Samit says she prioritized for the interior design. The soothing cream color she chose extends onto the ceiling, and its height is extended through alcove lights that make the showroom feel like a living room.

SHOWROOM AB — *Alexandra Samit meets with clients one-on-one in her office inside her new showroom in New York City’s Diamond District.*

Gold is the predominant metal, adding a touch of shine and color through mirrors on the walls and the cases’ hardware. Samit also makes sure to have fresh flowers throughout the year, bringing additional color into the showroom.

“People come with friends or family and they stay,” Samit says. “They like to meet the team and me, so we wanted to make people feel comfortable. Fine jewelry can be an intimidating purchase, so we wanted the space to be upscale yet welcoming.”

The long-term goal for the showroom is to offer a location to try on jewelry but also create deep relationships with clients, Samit says. Because she has worked in jewelry since she was a teen, people from all parts of her life come to her for custom jewelry and engagement rings, and Samit wants them to feel at home.

“People are buying big pieces, but they want to wear them every day. They want to wear jewelry with a T-shirt and jeans as well as at a black-tie occasion with a gown,” Samit says.

Top: Alexandra Samit recently celebrated the one-year anniversary of her fine jewelry showroom in New York City. (Photos courtesy of Alexandra Beth Fine Jewelry)