Some of the most beloved creations come from the most unexpected moments—and for Susan Korn, founder of Susan Alexandra, it all began with a spontaneous walk through New York City’s Chinatown. There, nestled in a small boutique gleaming with beads, she sketched her first beaded bag on a Post-It note. That humble scrap of paper would quietly kickstart a brand known for its bold, whimsical, and unapologetically joyful accessories.
But let’s rewind a little. Before she was designing statement handbags coveted by celebrities and fashion lovers alike, Susan Korn was like many creatives in New York: full of passion, but uncertain of how to channel it. “I always knew I wanted to do something in fashion,” she shares, “but I resisted becoming a designer. It just felt like too much responsibility.” That hesitation led her to try different roles within the fashion world, until she finally gave herself permission to create—not for work, but for joy. That joy found its outlet in jewelry.
Jewelry, as it turns out, was Korn’s first love. She began crafting unique pieces that she’d wear around the city—no major business plan, no big ambition, just the quiet satisfaction of making something beautiful. Slowly, those pieces caught the eyes of others. One thing led to another: social media buzz, a growing Instagram following, and eventually a pivotal moment when someone reached out to offer her a wholesale opportunity. Suddenly, what began as a creative escape was turning into a real business.
Then came the bag. That now-famous beaded handbag wasn’t born in a design studio—it was born from instinct and inspiration in that bead-filled shop in Chinatown. Though the woman in the store didn’t make bags, she said she could make anything, and that was all Korn needed. That first bag, shared online, received more attention than anything she had posted before. The public response was electric. Demand exploded. Korn’s colorful, nostalgic beaded bags officially marked a new chapter for her brand.
From there, Susan Alexandra blossomed into something bigger than a jewelry line. The brand now includes home décor, customizable jewelry, and a beloved line of Judaica—infused with the same vibrant spirit that defines the rest of her work. “I love being Jewish,” Korn says, “but I couldn’t find a menorah or a dreidel that I actually wanted to display in my apartment.” So, she made her own—bold, funky, and proudly fun. Today, her Judaica collection is a standout in the market, offering pieces that bring faith and culture to life with modern, artistic flair.
Korn’s creative philosophy is simple but profound: wear what makes you feel good. She doesn’t just design accessories—she designs conversation starters, talismans, little moments of joy. “I think the best way to express yourself is through details,” she explains. “Even minimalists can add a touch of personality with jewelry that tells a story.” Whether it’s a necklace strung with crystals that carry personal meanings or a custom piece made to reflect someone’s spirit, her designs feel intimate and expressive.
Even in a world saturated with fast fashion and fleeting trends, Susan Alexandra stands out for its emotional resonance. These aren’t just bags or necklaces. They’re reminders of sunny days, childhood nostalgia, and self-expression. The brand thrives on authenticity and heart—a rare combination that’s made it a favorite among everyone from stylists to casual admirers.
As the brand continues to grow, Susan Korn remains true to her roots: inspired by joy, driven by instinct, and always ready to follow the next unexpected spark of creativity. What started with a stroll through Chinatown has become a full-blown movement—one beaded bag at a time.
