To succeed in life—or jewelry—you need talent, grit, and maybe just a bit of TV magic.
Adina Reyter, founder and chief designer of her namesake jewelry brand, got her big break when Jennifer Aniston wore her necklace in an episode of Friends, playing the beloved Rachel Green.
“That changed my life,” Reyter says.
Before TikTok or Instagram Reels existed, this single moment of unsponsored airtime on TV’s biggest show catapulted her hammered circle pendant—and her brand—into the national spotlight.
💥 That exposure led to her jewelry being picked up by top retailers across the country.
But Reyter is quick to shut down the idea of “overnight success.” The Los Angeles native built her brand with a mix of smart design, unshakable hustle, and a gift for understanding what women really want to wear.
She started working at age 15—doing everything from cleaning theaters to restaurant hosting—before eventually graduating from UC Berkeley.
“I quickly realized that I wasn’t going to stay in advertising—I had to do something more creative.”
✨ One day, a Wall Street Journal article about beaded necklaces inspired her to take metalworking classes. That artistic spark became a full-blown hustle. With her husband in med school and Reyter holding down a full-time job, she made jewelry on the side and sold it wherever she could—including a fancy nail salon in Beverly Hills.
One of her first buyers? Demi Moore.
That’s when she discovered the power of the self-purchasing woman—someone who buys fine jewelry for herself, because she wants to, not because someone gifted it.
She kept her collections accessible: sterling silver or 14K gold, classic yet bold, designed to be worn every day, not just on special occasions.
“Jewelry is joyful—an optimistic act,” she says. “Love, happiness, artistry—it’s all in your necklace, your rings, your earrings.”
From there, celebrity stylists started taking notice. A bridal shower connection led to magazine features and more Hollywood exposure. When a single-day trade event brought in $12,000, she made the decision to quit her job and never looked back.
Now? Her Groovy pendant, Rolo chains, and XL Pavé Heart designs are worn by stars like Kristen Bell in Netflix series, and her collections are staples for women who want meaningful, wearable, empowering jewelry.
“Your chain is your canvas,” Reyter says.