Fallon was set up by young designer Dana Lorenz who, after graduating from the University of Iowa and the School of the Art Institute and gaining experience in fashion, launched into jewellery and immediately attracted the interest of top magazines and retailers. Fallon has worked with major brands, including Proenza Schouler and Thakoon, and has created a capsule collection for Opening Ceremony and J. Crew. Dana Lorenz appeared on Vogue Italia's list of new talent and received the 2010 CFDA Swarovski Accessory Designer of the Year award.