Jewelry designer Adina Reyter on building a beloved fine jewelry brand, honoring her heritage, and her Groovy Initial charm’s breakout moment on Netflix.

Adina Reyter built her jewelry line the way most of us build meaning in our lives: one piece at a time.

What began with a single circle necklace — literally bought off her neck — has grown into a brand known for its refined simplicity, personal symbolism, and a through-line of Jewish identity that feels both natural and intentional.

Her pieces have a way of slipping into the culture, too. Reyter’s Groovy Initial charms, already a fan favorite, are now co-starring on the Netflix hit Nobody Wants This and are worn in nearly every scene by Kristen Bell’s irresistible character, Joanne.

Reyter has always designed from instinct. Beauty matters, but so do value, integrity, and jewelry that marks a moment — an outlook rooted in her Jewish upbringing.

Since October 7th, that ethos has sharpened. Her Judaica pieces carry new weight, and she’s leaned into creating designs that reflect pride, connection, and light.

Two decades in, her pieces are prized by celebrities, stylists, and devoted collectors for their timeless, personal feel. Adina shares the moment that launched her career, the values that anchor her, and the instincts that keep her work deeply connected to the women who wear it.

ORA: What inspired you to start designing jewelry, and how did you break into the business?

Adina Reyter: I love art and beauty, and I always felt an entrepreneurial spirit. I didn’t understand how to blend these two together until I read a newspaper article while I was working at a job I didn’t love after college.

The article profiled a young woman who had started a jewelry business and was gaining some small success. I realized at that moment that I was going to design fine jewelry and start a business.

I immediately signed up for metalwork classes at night to learn everything I could about fabrication. I started playing around with techniques and designing pieces after work.

I wore my very first design and had someone buy it off my neck within minutes, so I made more. First a few dozen, then hundreds, then thousands.

This first piece, the Signature Circle necklace, catapulted my company into the forefront of fine fashion jewelry, immediately landing us on celebrities and television shows.

The success of that piece and the collections that followed allowed me to transition to jewelry full time. After two decades of working passionately to grow the business, I still feel blessed every single day to be doing something that I truly and deeply love.

ORA: As a Jewish woman and founder, how has your identity shaped your aesthetic, your values, or the way you run your business?

Adina Reyter: I grew up in Los Angeles in a traditional Ashkenazi family where hunting for designer deals was practically a sport.

My favorite memories are of Loehmann’s trips with my mom and grandmother, trying on clothes in communal dressing rooms and searching for the most beautiful pieces at the best prices.

That’s still how I design: fine jewelry with maximum meaning and true value, meant to be collected over time to mark life’s important moments.

My values are rooted in the Torah, and I try to bring those principles into both my life and my business.

A rabbi once told me that in heaven you’re judged by how you treat people in business. That idea guides me every day. I strive to run this company with an open heart, integrity, and deep gratitude.

ORA: What role does Israel play in your life, personally, culturally, or creatively?

Adina Reyter: Israel is the spiritual heart of the world. It plays an enormous role in my life and in the lives of my family.

I just returned from an amazing women’s trip to Israel and feel so inspired. I am already expanding our line of Judaica jewelry in addition to the pieces we currently offer.

Since October 7th, we have had immense sustained demand for our Chais and Magen Davids.

Jewelry is always a reflection of what is most meaningful and important, and it is an honor to have our designs worn and cherished by so many women as a reflection of their Jewish identity.

ORA: Your Groovy Initial charm is a co-star on Nobody Wants This. What has it been like seeing one of your pieces become part of a cultural moment?

Adina Reyter: I love seeing our pieces on both seasons of Nobody Wants This.

Our Groovy Initial Charms blend modern effortless style with a touch of retro elements, which makes the piece instantly familiar and at the same time iconic.

It resonates strongly with women who want to express individuality and identity through an initial that can be worn from day to night, to every occasion, forever.

The fun part is that the character gets it. She wears the necklace in almost every scene to every event, enjoying all of life’s occasions in this forever iconic piece.

ORA: Jewelry is a notoriously saturated space. What has allowed your brand to stand out?

Adina Reyter: Jewelry is the ultimate synthesis of beauty, art, and meaning.

My design philosophy is simple: I design what I genuinely and authentically find beautiful.

I have found that when I stick to this formula, it resonates with my customers. I’ve taught myself not to worry about what else exists in the space, but instead to design pieces based on meaning, beauty, and what stands the test of time.

ORA: What’s your personal everyday stack?

Adina Reyter: I am always wearing at least three necklaces at a time.

I always wear my Groovy Initial A. I have not taken it off in over five years. Everyone should own a Groovy Initial and Italian Chain.

I love the idea of wearing the initial of someone important to you — your husband, grandmother, yourself, or your kids.

I also layer meaningful charms and never take off my Big Beads on my Rolo chain. My favorite beads are the diamond ones. I wear at least five to represent the five people in my family.

Every single piece of ours — from Italian Chains to Groovy Charms to Big Beads — is meant to be collected, layered, mixed, and matched.

ORA: Ora means “light” in Hebrew. What’s one way you’ve tried to bring more light into the world, especially since October 7th?

Adina Reyter: It is often said that even the smallest amount of light can dispel total darkness.

The events of October 7th reminded me and everyone at my company that it is our duty to bring more light into the world.

As a company, we previously did not take public stands on cultural or political issues, but on this one it was impossible to remain quiet.

We immediately created campaigns to raise funds for Israel and Magen David Adom and took it upon ourselves to spread the positive virtues of Israel and the Jewish people.

Taking a stand strengthened my business because it allowed me to demonstrate more authentically our true values as a fine jewelry brand.

Am Yisrael Chai.

Adina Reyter
adinareyter.com
Instagram: @adinareyter

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