Loren Gray, founder and creative director of &always.
Most 18-year-olds are focused on finishing up high school or starting college. But Loren Gray, a digital creator and singer, is building a multifaceted empire.
The influencer, who has become a Gen-Z icon with nearly 50 million TikTok followers and 20.7 million Instagram followers and has record deals with Virgin Records and Capitol Records, has added “founder” to her résumé.
Gray is launching her own jewelry brand, &always, which will have pieces available to purchase on Dec. 3.
“Jewelry has always been an outlet for me to express myself,” Gray says. “It can completely transform an outfit and my mood. I’m kind of a girly girl, but a tomboy at heart. So if I’m wearing fancy pink outfit, when I put on some layered chains, it gives me a special feeling of self-expression and confidence. I feel more ‘me’.”
She spent the last year developing the brand, designing product and building a team, which she says includes members who have worked with brands including Louis Vuitton, Alex & Ani and Dior, among others.
While she is about ready to launch, the year of behind-the-scenes work has taught her a lot.
“Honestly, going into it I knew I wanted to launch a jewelry company, but I didn’t know a lot about the jewelry space and everything that goes into it,” she says. “It’s been a fun and educational experience, especially on the business side - I’ve learned so much and have immersed myself in the entire process.”
Experimenting with and wearing jewelry makes her feel confident and beautiful. With her new brand, she hopes to spark those feelings in others as well.
Given her inclination toward jewelry, creating a brand felt like a natural fit. Plus, it was something in her space she hadn’t seen done before, leaving her a blank canvas to work with. She “could set the standard and create something truly unique for my community,” she says.
While &always is her first time as a founder, the world of “business” isn’t really new to her thanks to her social media career, which she found herself in on accident after posting videos and suddenly amassing tons of followers.
“Social media is a business, that’s what they don’t tell you,” she says. “You have to be able to learn quickly and adjust constantly. The most important thing I’ve learned is you have to be on top of your time management, make sure you have a team who supports the vision, and make sure you only take on projects that you’re really truly passionate about.”
&always, she says, is the product of all of those cumulative lessons.
While building the brand, she took cues from established female entrepreneurs, she says, referencing Rihanna and Paris Hilton.
While she has hopes that her jewelry will provide positive feelings for her community with which she’s grown a “deep and genuine connection,” over the years, she also believes her business can soar as an independent entity with a Gen-Z touch.
“&always isn’t just a standard influencer collection,” she says. “This is my business. I’m the founder, and I believe &always has what it takes to be the next big jewelry company because we’re able to speak to what my generation wants and give them high quality jewelry at real world prices.”
The jewelry in the &always line is priced between $16 and $44 per piece and will be available on andalways.co.
Gray is launching with two collections. The company’s “Core Collection” which features the shape of a vanity mirror channelling old Hollywood and its “Otherworld Edition” featuring ethereal symbols and halos.
By embracing the shape of the mirror, Gray aims to alter the symbol’s meaning.
“For many young adults, a mirror has occasionally been a source of insecurity,” she says. “Instead of turning away from it, we’re encouraging others to channel the fearless confidence of Old Hollywood actresses, and transform the mirror into a symbol of self-love.”
The jewelry, she says embodies self confidence and self expression. And there is much more to come.
“We’ll be releasing new collections on a regular basis,” she says. “I look up to other female founders, and I want to follow in their footsteps and build something beyond what we’re talking about today.”
