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TMCNet:  11-Year-Old Viral Hip-Hop Star That Girl Lay Lay Made ALEX AND ANI's Website Crash on Cyber Monday

[November 29, 2018]

11-Year-Old Viral Hip-Hop Star That Girl Lay Lay Made ALEX AND ANI's Website Crash on Cyber Monday

PROVIDENCE, R.I., Nov. 29, 2018 /PRNewswire/ -- What's the Current State of ALEX AND ANI's website? Well, thankfully its back up and running but on Cyber Monday the site crashed due to overwhelming traffic – the most ever on Cyber Monday for the iconic jewelry brand. The buzz started when That Girl Lay Lay (the 11-year-old hip hop sensation who has taken the world – including Ellen! – by storm with her electric freestyle flow) kicked off ALEX AND ANI's #WhatsYourCurrentState campaign, which asks the world to share their current state: the places and moments that make us feel connected, powerful and most ourselves. That Girl Lay Lay's current state is "bringing new school to the old school" and her rap (set to Ice Cube's "It Was a Good Day") has already racked up over a million views and shared far and wide by Instagram influencers and her rabid fans.

Adding fuel to the viral fire were other #WhatsYourCurrentState posts by influencers including personal trainer Massy Arias, actress/comedian Laura Clery, model and actress Brittney Elena, musicians the Dobre Brothers, photographer and dancer Jordan Matter (who accidentally kicked a jewelry display while dancing!) and more. Collectively, the campaign has received over 10 Million views to date, leading the ALEX AND ANI website to crash on Monday and the brand working through the night to get it back up and running. To show their gratitude to their fans, ALEX AND ANI extended their Cyber Monday sale an extra day and will continue with special offers all season long.

"We are thrilled by the success and reach of our #WhatsYourCurrentState campaign and value creating such an intimate connection with our customers," said Dani Marks, Head of Marketing and Ecommerce at ALEX AND ANI. "In sharing their Current State, our followers used their own voice and talents to spread positivity in the most authentic way."

As the holiday season continues, ALEX AND ANI is offering a "25 Day Advent Calendar" which includes tons of deals, gifts with purchase and other surprises. They are asking all fans to add to the #WhatsYourCurrentState online conversation and check the site each day to reveal a new promotion.

The ALEX AND ANI brand creates meaningful, eco-conscious jewelry and accessories to positively empower and connect humanity. Carolyn Rafaelian, Founder, CEO and Chief Creative Officer designs each piece. Carolyn believes that every individual has their own positive energy to share with the world. By incorporating powerful symbolism and personal meaning into each product, ALEX AND ANI provides a vehicle for consumers to express their individuality. ALEX AND ANI is committed to giving back to the world that we live in. The company is passionate about the wellbeing of our planet, our communities, and our individual paths. ALEX AND ANI uses recycled materials with eco-conscious processes and through their CHARITY BY DESIGN division, ALEX AND ANI positively impacts our planet and our communities. CHARITY BY DESIGN has strengthened non-profit organizations through innovative partnerships and collaborative experiences resulting in donations of over $54 million. An Inc. 500 Company, ALEX AND ANI has retail stores in addition to retail partners worldwide. The company's World Headquarters is located in the greater Providence, Rhode Island area. Please visit for more information.


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