At Alternal, our journey began in the quaint town of Mendocino, California, nestled along the stunning coast. This small town, with its rustic charm and natural beauty, was the perfect setting for our founder, Jay, to start a jewelry business. What began as a humble dream to create handcrafted, unique jewelry soon turned into a passion that captured the hearts of those in our community.

The early days of Alternal were spent in a modest workshop, where the sound of tools shaping precious metals and gemstones filled the air. In those first years, we focused on designing pieces that celebrated nature's elegance and personal milestones. Word of mouth spread quickly, and soon, our jewelry was being worn by locals, who appreciated the quality craftsmanship and the meaningful stories behind each design.

As the demand for our designs grew, it became clear that Alternal was ready to expand beyond Mendocino. However, like many small businesses, we faced the challenge of how to reach a wider audience. The decision to create an independent online store was a pivotal moment in our story. It was a leap into the digital world, and though it was challenging at first, we believed in our products and the stories they told. With time, Alternal began to grow from a small-town business to an internationally recognized brand.

Today, Alternal is a global brand, offering a wide variety of handcrafted jewelry that resonates with people around the world. From our roots in Mendocino to customers across the globe, we remain committed to creating jewelry that is timeless, elegant, and full of meaning. Our pieces celebrate life's most important moments, from engagements to anniversaries to personal achievements.

At Alternal, we continue to be inspired by the beauty of nature and the emotions that drive us. Our jewelry reflects the story of each wearer, whether it's the passion of a red gemstone or the vibrancy of green, every piece is made with care and dedication. We are proud of the journey we've taken, and we’re excited to continue growing, creating, and sharing our passion with the world.