Dana Rebecca Designs, the fine jewelry brand known for everyday elegance and celebrity fans, is celebrating 18 years in business. Founded by Dana Gordon, the brand started with a dream—and a collection that sold out in just 48 hours.
At 16 years old, Gordon created her first jewelry pieces to sell at two charity golf events. One event supported brittle bone disease in children; the other raised funds for Tourette syndrome. Every item in the small collection sold, setting the stage for a lifelong career in jewelry.
Gordon grew up in a family of jewelers, but she was the first to launch a brand under her own name. Her goal was clear from the start: to design fine jewelry that women could wear every day, not just for special occasions. “My mother had beautiful jewelry, but it was saved for big moments,” Gordon told Fashionista. “I wanted to create something women could buy for themselves—something personal and empowering.”
That idea struck a chord. Over nearly two decades, Dana Rebecca Designs has built a strong community of loyal customers. Women return to the brand to mark life’s milestones—big and small—with elegant pieces like stacking rings and signature diamond studs. Gordon says the jewelry is meant to be both timeless and versatile. “You can wear it to brunch or a red carpet,” she explains. “The pieces are unique but stack beautifully. That makes them easy and comfortable to wear.”
Motherhood has added new meaning to Gordon’s work. Her daughters, Poppy (10) and Lulu (8), are the namesakes behind two of the brand’s collections—and they’ve become her muses. “They both love jewelry,” Gordon says. “They understand the emotional bond people have with it. I love hearing what they want to wear now and what they hope to inherit someday.”
Gordon says her daughters have also shaped how she leads. “I want them to be proud of what we make—and proud of how we celebrate women and their stories.”
To help more women invest in fine jewelry, Gordon offers simple advice: “Start small and be thoughtful. Choose pieces that feel meaningful and that you’ll wear every day. Rings and bracelets are especially nice because you see them often. They remind you of something you’ve achieved or something you love.”
Although celebrities like Taylor Swift, Reese Witherspoon, Kristen Stewart, and Naomi Watts have worn Dana Rebecca Designs, Gordon says her greatest accomplishment is the community the brand has built. “It’s a gift to be part of someone’s life,” she says. “When a customer tells their story through our jewelry, that means everything.”
As the company marks 18 years, Gordon is focused on steady, meaningful growth. “I’m proud of our team—many of them have been with us for over 10 years,” she says. “We’ve built something that feels like a family. As we grow, our mission stays the same: to help women celebrate themselves with jewelry that lasts.”
To mark the anniversary, Dana Rebecca Designs is offering 18% off sitewide from May 18 to May 23. The promotion includes best-selling pieces from across the brand’s collections.
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