INTERVIEW: Alina Petra about sustainability in 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.

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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? Let’s discover this from our exclusive interview with Alina Petra: 

How does your brand position itself on the international market?

We do have clients in Hong Kong, United States and Dubai currently.

How the brand was born and how many people are involved in the team now?

The brand was born a few years ago, as I started to study diamonds at GIA, so I turned my passion into profession. 

What do you think is the biggest challenge for a young brand right now? 

I think the biggest challenge for any jewelry brand right now is to find a platform to sell. Fine jewelry is an emotional based purchase and it is hard to create similar atmosphere online. An old ways of selling ‘in person’ left  a lot of businesses out of work this year, so finding new ways to present, to  try on virtually and to sell is crucial. 

How do you want to achieve the long-lasting concept for your brand?  

I would like to create ethical and sustainable brand specializing in colored diamonds. 

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How do you determine what is durable design? 

Well, diamond itself is the most durable stone, so creating diamond pieces implies that they will last for a very long time. 

What happens to that part of a production that does not get sold? 

We create one of a kind pieces, they sell because customers find them rare and valuable. But if this ever happens, I think the Instagram giveaway is to be expected. 

How far do you go in terms of sustainability? 

We are committed to ethical and sustainable practices.

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. 

Where could you serve as a role model for others?

I would like to think that as a woman owner of a jewelry brand, I can inspire young women to step into the industry that is strongly dominated by men. I would like to keep building a sustainable and also ethical brand, this is the future of the jewelry industry. 


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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. 

Which was your best-selling piece of ALINA PETRA until now?

Pink and yellow diamonds rings. 

How do you choose the agencies that represent your brand for sales and press office? 

I haven’t worked with many in the past, so I don’t have much experience in that area. We do our own advertising and distribution. 

Which market are you interested in right now for ALINA PETRA?

New York, London, Dubai, Paris, Milan, Hong Kong.

How do you see ALINA PETRA after few years and what is the main mission of it?
I am hoping we will be able to adjust to new changes in the jewelry industry that this year brought. I am hoping that in a few years I will still be able to do what I love, I don’t know how it looks like at this time just yet, but I hope it will bring me fulfillment, a sense of purpose and a lot of joy for my customers. 
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