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.  Sustainability is a very general and broad term. It means many things to many people. In most cases, it means to sustain the time, but in a lot of cases it can be unethical as well.  A lot of consumers are wondering where their jewelry came from and are looking for brands that practice commitment to sustainable development that protects environment and surrounding communities. While there is no scientific way to tell where the diamond came from after it is has been cut and polished, the mission is to match the rough to the cut diamond, so that the consumer can learn more about the diamond’s journey. 


What can be done to encourage high jewelry brands to practice sustainability? While the revenue of a business is very important, their engagement in ethical practices is crucial. It is becoming unforgiving not to consider this aspect. Treating workers fairly and developing ethical supply chain of diamonds and gold are important aspects of these practices. 


How did your passion for design start and how your creative process work?

I believe we are all naturally creative, so I remember myself being creative  since childhood. My jewelry creation process usually starts with a sketch, but sometimes I see the stone and the creation is born on the go. I am sure it is pretty much similar to every designer. 

How jewelry  industry helped and motivated you to become a jewelry designer?

I think it is all started with me attending GIA and diamond studies,  the more I studied them, the more I wanted to work with them. From their formation deep in the ground to the cutting and polishing process- I learned to value and appreciate them as a rare gift from our nature. Becoming a jewelry designer was just the next step. 

Can you tell us a little bit about your references for the last collection?- 

I created my collection with pink and yellow diamonds. Colored diamonds are becoming more popular as more people gain more knowledge about their value and rarity. In nature, color development in diamond happens as a defect of the crystal structure, which is extremely rare, and so their prices are spectacular, of course. My inspiration for this collection is to bring this knowledge of value and extreme rarity to the customer and create a feeling of wonder and uniqueness to the person who wears it. 

Do you see yourself as an example for the new generation in fashion industry?

I would like to think so, as a woman owner of a jewelry brand, I hope I can inspire more young women to step into the industry that is strongly dominated by men. 

Can you describe your client’s personality in few words?- 

They look for uniqueness, value and modern feel to the jewelry. 

What do you think is  your best-selling piece from your last collection? 

Pink and yellow diamonds rings. 

What do you think about the opportunity of selling your products on online platforms, you think it might be a good showcase for your work and your future?

I think internet is dominated by only few luxury jewelry brands, the rest of a fine jewelry retailers are used to ‘in person’ shopping experience as it creates specific mood and emotional element to the sale. This year brought a new need for a platform where fine jewelry can be virtually viewed, tried on and sold. 

What does accessories industry needs more to grow up and what can be done better for this?  

I think we are in desperate need of ethical and sustainable practices. I believe this will be just as important is the future of jewelry industry as digital technology today. 

What is the long term goal for ALINA PETRAand what is the main mission?

To create extraordinary while practicing ethical and sustainable methods. To create joy for my customers and make them feel special. To bring a personal sense of fulfillment by doing what I love. 

What are the most interesting social platforms that you follow in order to be informed more about fine jewelry and accessories?

GIA is the most educational by far of course, but I have so many favorite jewelry brands such as @Graff  @Mouawad @Degrisogono @Bulgari and auction sales @Christie’s Jewels 

Can you tell us what is the next step or project for your brand right now? 

To bring rare colored  diamonds  into my collection.

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