About the Founder

I’m Alex Moore, the founder of IT GIRL.

I’ve been immersed in vintage for nearly a decade. What began with clothing naturally evolved into jewelry about two years ago, after years of collecting pieces I never took off. I was constantly asked if I sold jewelry, and for a long time I didn’t. It felt too personal, and different from what I was doing at the time. Eventually, I realized that curating and collecting trinkets and jewelry was exactly what I loved most, and I decided to share it.

Originally from California, I’ve spent the past ten years in Tennessee, with a move to Florida just around the corner. That sense of movement and transition is woven into IT GIRL. The brand is rooted in the idea that jewelry should grow with you. It should be worn daily, lived in, and carried through different chapters of life.

IT GIRL is an extension of my love for storytelling, nostalgia, and creating with intention. I’m drawn to documenting life, capturing quiet moments on film, and building a world that feels luxurious yet personal. Being able to translate those passions into a brand and into pieces meant to be passed down has been the most fulfilling part of this journey.