A conversation with Alina Petra about ethical fine jewelry
ALINA PETRA is a fine jewelry brand established in 2016 and its collection includes colored gemstones, colored diamonds and apple leather handbags made in Italy.
Jewelry is becoming a medium for social responsibility and ethical values. Ethical jewelry will be as important in the future as digital technology today, but it is a complex area currently. Inspired by its jewelry collection, ALINA PETRA handbags are made from vegan apple leather in Italy.
There is a lot of confusion around the definition of sustainability in jewelry, but our thoughts are more clear now after discovering ALINA PETRA, so we had an exclusive conversation with her about this issue,
When did you first realize you wanted to launch ALINA PETRA ?
Probably ten years before it happened. It took a while for me to convince myself that I can do it.
If you could go back and tell yourself one thing before beginning your career what would it be?
To be prepared to have a lot of patience, because things won’t happen overnight. I am still learning this lesson, especially in a year like this.
We really like the campaign of your last collection seen on your website. What is one thing you look at the models for your campaigns?
I think model’s ability to represent my vision of the brand is what I am looking for. It is a model’s personality that creates the story.
What role do you think social media plays in jewelry industry today? -
Social media helps to generate more leads and expand brand awareness, but it is also has became a platform where it is so easy to ‘copy and paste’ instead of working on your own vision and ideas.
How do you want your clients to feel when wearing ALINA PETRA and in what occasions can be worn?
I want them to feel extraordinary. This is the mood I would like to create.
Can you tell us how your product makes a difference on jewelry market?
I have passion for colored diamonds and designing within this very narrow diamond demand is challenging, but also very rewarding to me. It makes my products valuable, rare and unique.
What do you think is the biggest challenge for a fine jewelry designer?
My biggest challenge is rarity and constantly increasing prices on colored diamonds market. The demand on colored diamonds keep increasing each year, it is becoming harder to establish returning customer base.
There is one important person, in your life, who pushes and motivates you to believe in yourself?
It is probably me.
Describe yourself as a designer and how your feelings influence the creativity process?
I am GIA Diamond Graduate and my love for gems and desire to create has helped me to establish my own company. I specialize in colored diamonds, after attending GIA and studying them more closely, colored diamonds became my passion and goal in developing new direction for my brand. When I look at the stones, I feel tremendous admiration and joy, I hope I can learn to capture that feeling in my creations.
Would you like to involve other designers in your future projects and what do you think is the main mission of the CO-BRANDING concept?
I think the goal for Co-branding is to bring talents and visions together to create innovative and fresh ideas. I do believe that two is better then one and that team work is very rewarding.
What is the slogan of ALINA PETRA?
To bring beauty into this world.
What are the next steps for your brand, in order to grow up more?
My next steps are somewhat gradual and well planned right now as I learned a lot from my past mistakes. Since it is becoming harder to plan for the future, I will be expanding slowly, but I do expect to bring some exceptional pieces into my new collections in the future.