• THE BRAND
  • COMPANY BIO
  • Cult jewelry and accessories brand by boe is the product of partners-in life and work-Annika Salame (Designer/Creative Director) and Philippe Salame (CEO).

    Founded in 2000, by boe began as an intimate retail shop (originally named Annika Inez) on the Upper East Side of Manhattan, which also served as Annika's workshop. The designer's Scandinavian roots and diverse creative experiences-including interior design studies at Parsons and an apprenticeship with a couture dressmaker in Dubai-immediately yielded something altogether provocative and new in the contemporary jewelry market. Along with Annika's uncommon take on architectural and nature-inspired pendants, cuffs, and earrings, Philippe's mutually complementary professional experiences-including marketing studies at New York University and extensive production work and jewelry-making abroad-helped quickly grow the brand: Soon after opening their boutique, the Salames began expanding by boe with a larger retail outpost in SoHo and the establishment of a new wholesale jewelry business.

    Today, by boe is showcased and sold in New York City at 172 Prince Street (between Thompson and Sullivan streets); likewise, its wholesale arm continues to thrive and expand in new and exciting markets. Along with by boe's large base of retailers in the United States-from tiny neighborhood shops to larger retail outposts-the line is also popular in Japan, Ireland, France, England, Singapore, Greece, Canada, and Italy. And various limited-run designs have become collectors' items among by boe enthusiasts.

    A favorite of the fashion and style media, by boe has been worn by celebrities such as Cameron Diaz, Oprah Winfrey, Mandy Moore, Tyra Banks, Sara Ramirez (Grey's Anatomy), Mary J. Blige, Kelly Ripa, Jessica Alba, and the co-hosts of The View. With each new season, by boe continues to be a favorite of fashion editors at publications such as Elle, Vibe, Marie Claire, Cosmopolitan, InStyle, Blueprint, Real Simple, and Lucky Magazine.

    All of by boe's jewelry is hand-made in New York City using 14-karat gold-filled, sterling silver, and a mix of new and vintage materials. Every season, by boe's collection contains vintage beads from the 1920s through the '70s, along with a range of other materials such as glass, resin, acrylic, wood, and enamel. These beads come to the by boe design studio from countries all over the world, including Japan, Italy, and the Czech Republic.