Sasha Primak names Alicia Arnold design director for fine jewelry growth

Sasha Primak named Alicia Arnold design director, putting a bench-trained goldsmith and platinumsmith with more than two decades in fine jewelry and luxury product development at the center of its next growth phase. Her remit stretches across fine jewelry, bridal, custom work and capsule development for retail partners, a brief that suggests the New York-based manufacturer is sharpening both its design voice and its ability to tailor collections for independent stores.

Arnold arrives from Tiny Jewel Box in Washington, D.C., where she served as director of custom design and led the in-house bridal collection Roslyn. She also created bespoke jewelry for private clients, public figures and official gifts of state, work that demands more than taste alone: it requires fluency in proportion, metal choice and the kind of precise execution that keeps a ring wearable long after the proposal moment has passed. That background makes her a natural fit for a business where personalization is no longer a side offering but a core expectation in bridal.

David Primak said the appointment builds on Sasha Primak’s heritage of quality and manufacturing excellence. That heritage matters. Sasha Primak says it has been creating diamond jewelry since 1978, and the company describes itself as a full-service manufacturer with product development, CAD/CAM, casting, diamond and finishing services. In other words, it is built to move an idea from sketch to polished piece without losing control of the details, which is exactly the kind of structure custom and capsule programs require when retailers want exclusivity without sacrificing consistency.

The timing is telling. Bridal jewelry in 2026 has been shaped by personalization and meaningful details, and Arnold’s résumé reads like a direct response to that shift. She is likely to leave her mark where form meets sentiment: in cleaner silhouettes that make room for engraving, in custom-friendly settings that can be adapted across store programs, and in capsule collections that feel specific enough to tell a story but flexible enough to travel. Her own words point to the same ambition. She said she was excited to join Sasha Primak because of its legacy of craftsmanship and manufacturing excellence, and saw opportunity to build with fresh design, strong storytelling and executed jewelry. That is the language of a house preparing to turn its manufacturing muscle into a more intimate design signature.