A CEO Trades Shaman-Blessed Bracelets for Navy SEAL Watches

Giovanni Feroce Courtesy Benrus

As chief executive of New Age-inspired jewelry maker Alex & Ani, Giovanni Feroce insisted he was running a lifestyle brand. The $230 million-revenue company is best known for charm bracelets blessed by shamans for “positive energy,” but Feroce believed its future lay in cosmetics, home furnishings, and even branded cars.

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