What’s Inspiring Jewelry Designer Adina Reyter Right Now

There’s a particular kind of person who reads a Wall Street Journal article about a woman stringing beads and enrolls into a metalwork class that same day. Adina Reyter (adinareyter.com) is that person. In 2002, fresh from a career in high-tech advertising and hungry for something more creative, she launched her jewelry brand with a first collection that moved fast—fast enough that Jennifer Aniston and Demi Moore were among her earliest customers, long before Instagram existed to amplify the moment. “This was pre-Instagram and social media,” she says, “so it was a big deal.”

More than 20 years later, Reyter is still at it, and the core of what she does has never shifted. “We have always created fine jewelry that women could purchase for themselves, that they can collect and layer and build upon over time,” she says. It’s a philosophy as much as a product strategy—her Groovy Initial Charms, Big Beads and Mini Beads are designed to accumulate meaning alongside their weight. “Our jewelry is the outward reflection of your innermost values,” she says. “It represents the good and the beauty in all our lives.”

Scottsdale has become an increasingly important part of that story. A Southern California native who loves the heat and the desert, Reyter has found something beyond the climate drawing her back. “What makes Scottsdale so special is the people,” she shares. “The customers that I have met in Scottsdale really understand the brand because they seem to understand what is important in life— friends, family and connection.” Her pieces are available locally at Nordstrom and through the brand’s website, where a concierge team offers personalized virtual styling. What’s next is, in her words, “more of everything”—more charms, more beads, more in-person events. Her collection, like the life it’s meant to reflect, keeps evolving.