Katerina Perez Celebrates a Golden Birthday
Ten years of changes, developments and curiosities in jewelry, seen through the eye of the famous jewelry editor, celebrating her first decade
«The ten-year anniversary of my website katerinaperez.com has prompted me to reflect on the profound changes that the jewelry world has undergone in the last decade. Above all, the way brands have begun to interact with their customers. To better understand what I mean, I’ll give an example of a first-hand experience. Long before I started blogging, I worked in a high jewelry boutique in Bond Street, London. To keep in touch with customers, we kept a little “black book” in which we manually recorded every contact so that we could send them cards or emails to keep relations going. Now, in 2023, brands and designers can strengthen this relationship with customers on a daily basis through Direct Messages on social media, WhatsApp or even Zoom. This fast and immediate method of communication has literally transformed the relationship logic between luxury brands and their customers. The benefits of digital help you keep track of all personal information, birthdays, anniversaries and this really helps to improve the level of customer service offered by companies across the globe. Looking at it from another angle, a significant change in the last ten years has been the impressive and growing use of colored stones. Indeed, more and more jewelers now recognize the infinite color possibilities, which they rightly use to their advantage. And whereas ten years ago, the market only ever demanded diamonds, sapphires, emeralds and rubies, with the occasional “invasion” of tanzanite, pearls, aquamarines, garnets and tourmalines, we are now witnessing a veritable celebration of color, especially with spinel, Paraiba tourmaline, morganite and kunzite, which are increasingly in demand and popular. As a lover of colored stones, it is really exciting to see how the end customer’s sentiment has changed. Long may it continue!»
