Our Story
Alluxe was founded by a second generation Korean-American brother and sister duo. This is their first business endeavor together, but the Chung family has been in the jewelry industry for nearly 40 years.
After immigrating to the U.S. from South Korea in the 1980s, Papa Chung (with just $1,000 to his name) started as a one man show in a small swap meet in Los Angeles in 1987. He was designing and creating jewelry and running deliveries in the evenings. Mama Chung was right there alongside him as employee #1 and loves to tell the story of how she helped polish jewelry during her first pregnancy.
What started as a tiny operation eventually grew into a bigger scale wholesale and manufacturing business in Downtown LA's bustling jewelry district. It was Papa and Mama Chung’s determination to achieve the American dream with hard work and perseverance that inspired the Chung siblings to pursue their own entrepreneurial ambitions.
Our Ethos
Alluxe's mission is to continue the immigrant family legacy and carry on the traditions of creating quality and meaningful fine jewelry that expresses and celebrates life. We focus on crafting jewelry meant to last – all while maintaining an elegant and effortless quality.
Our thoughtful designs are meant to elevate and enhance your everyday style. Everyone deserves to be celebrated, and we want to be there for your life’s greatest moments.
Explore our collection and discover the pieces that naturally complement your style and story.
