Sparkle with Purpose: Alara Jewelry's Ethical Shine Catches National TV Spotlight

Babs Noelle has spent twenty-one years proving that beautiful jewelry doesn't require ugly compromises. Now her Bozeman store, Alara Jewelry, is stepping into the national spotlight with a feature on Empowered with Meg Ryan, a PBS series celebrating businesses that prove profit and principles can coexist beautifully.

Founded in 2004 by designer Babs Noelle, Alara Jewelry has built its reputation on a simple but radical premise: beautiful things don't require ugly compromises. While the jewelry industry has historically operated behind a veil of opacity, Alara throws open the curtains, inviting customers to see exactly where their gems come from and how their pieces are made.

"We're not here to chase trends or blend in," says Noelle. "We're here to do what's right—even when it's hard—and prove that beautiful things can be made without compromising ethics or the Earth."

That commitment translates into real-world practices that set Alara apart from typical jewelry retailers. The store specializes in fair-trade Montana sapphires, sourced locally from the very ground beneath their feet. They use responsibly mined and recycled gold, and have made upcycling diamonds and precious gems a cornerstone of their business model. It's jewelry with a conscience—and a Montana birth certificate.

The upcoming Empowered mini-documentary, filmed at Alara's downtown Bozeman storefront and atelier, offers viewers an intimate look at how master jewelers create bespoke pieces while maintaining their ethical standards. The feature will air on select PBS affiliates later this year and be distributed to streaming platforms nationwide, positioning Montana's jewelry scene on the national stage.

What makes Alara's story particularly compelling is how they've managed to marry artisanal craftsmanship with modern sustainability practices. Their in-house master jewelers don't just create jewelry; they're gemology experts who can educate customers about everything from Montana sapphire properties to diamond alternatives. It's the antithesis of what Noelle calls "McJewelry"—mass-produced pieces with no story, no soul, and no consideration for their environmental impact.

The store's curated collection features both their own creations and works from carefully selected designers whose values align with Alara's mission. From engagement rings that tell love stories to everyday pieces that make statements about environmental responsibility, each item represents a choice to support transparency over tradition.

For Noelle, the national recognition feels like validation of what she's insisted on for over two decades. "This is a win not just for us, but for conscious consumers, for Montana, and for the future of jewelry," she notes.

In an era when consumers increasingly want to know the stories behind their purchases, Alara Jewelry offers something rare: complete transparency wrapped in exquisite craftsmanship. Their PBS feature may introduce them to a national audience, but locally, they've already proven that doing the right thing can be the most beautiful choice of all.

The Empowered with Meg Ryan feature represents more than just marketing for Alara—it's a beacon for an industry ready to embrace change, one ethically sourced Montana sapphire at a time.