That enchantment never faded. Katerina's passion for jewelry only grew stronger, leading her on an unexpected career path from retail to becoming one of the industry's most influential voices. Today, as the founder of a hugely popular jewelry blog and website, Perez has made it her mission to share her deep knowledge and unabashed enthusiasm for all things bling with a wide, engaged audience.
AM: Let's start from the beginning. How did you first get into the world of jewelry? Was it something you were always passionate about growing up?
Katerina Perez: I have this vivid memory from when I was just 3 years old, where I would cover myself in my grandmother's jewelry - the necklaces, rings, earrings. I was just captivated by all the glitter, colors and shapes. It really transported me into this dream world, even though the jewelry wasn't fine or precious. But to a child's eyes, it was all so beautiful and magical.
That passion for jewelry has stayed with me ever since. I think sometimes we choose our profession, but sometimes the profession chooses us. Jewelry was just destined to be my path. Even as a child, I would scribble pages pretending to write articles, and later in school, my favorite activity was making an imaginary newspaper and cutting out jewelry pictures. It was all foreshadowing what I would end up doing.
AM: And how did you transition from that childhood fascination into actually working in the jewelry industry?
Katerina Perez: Well, I came from a retail background, originally from Russia. When I moved to the UK at 21, I started working in luxury fashion and beauty retail. Then an opportunity came up to work at a jewelry company and that's where I really got to explore different gemstones and fine jewelry.
I loved seeing how women could enhance their look with the right jewelry. I was managing the boutique and selling, and I got quite extensive experience in the retail side of jewelry. But I always felt there was a lack of education and approachability around high-end jewelry. People were often intimidated to even step into jewelry stores. So that's really what inspired me to start my own website and blog - I wanted to demystify jewelry and make it more accessible to a wider audience. Of course, at the time 11 years ago, people thought I was crazy. "Who wants to read about jewelry online?" But that passion and vision drove me forward.
AM: You've built such an impressive platform and business around jewelry. What would you say has been the key to your success?
Katerina Perez: I think the key is that I'm just truly myself. I don't try to be anyone else or cater to what I think people want. I channel all my genuine love and fascination for jewelry into everything I do - the website, social media, events. People can feel that authenticity and passion, and I think that's what resonates. I also never saw other jewelry bloggers and influencers as competition. We all have our own unique perspectives and audiences. I focus on what I can uniquely bring to the table, whether that's my creative styling, my in-depth jewelry education, or my global industry insights. And of course, building an amazing team has been crucial. I have editors, designers, videographers, all helping to bring my vision to life. Jewelry is such a multifaceted world, it takes a village!
AM: Speaking of your global perspective, you've traveled all over for your work - the Middle East, India, Asia. What have been some of the most fascinating jewelry discoveries for you in these different regions?
Katerina Perez: Oh, the cultural differences in jewelry tastes and styles around the world are endlessly fascinating to me. In the Middle East, for example, there's still a very strong tradition of family jewelry that gets passed down. The women there love big, bold, golden pieces. Whereas in France, the jewelry is much more delicate and understated. And in India, jewelry is just so deeply ingrained in the culture and traditions. It's not just an accessory, it's a way of life. The sheer variety of designers and techniques there is mind-blowing. I've discovered so many incredible, innovative Indian jewelry brands that are pushing the boundaries of design.
Honestly, every country I visit opens my eyes to new jewelry worlds. It's why I love traveling for this job - I get to immerse myself in these different cultural aesthetics and learn from the local designers and artisans. It really feeds into my global perspective and the unique jewelry content I can offer my audience.
Katerina Perez: For me, it's not about the size or fame of the brand. It's about the design and creativity. I'm always looking to feature designers who are doing something truly unique and special, whether they're a major luxury maison or a little-known independent. In fact, I often gravitate more towards the smaller, lesser-known brands. I love shining a spotlight on the hidden gems, the ones that are pioneering new techniques or working with rare, unusual gemstones. That's where I can really add value for my audience and help introduce them to jewelry they may have never discovered otherwise.
Of course, the big brands do approach me a lot. But I'm very selective. I won't just feature them because of their name. They have to align with my aesthetic and vision. And I'm always clear about what I can offer them in terms of content creation. I'm running a business here, not just a hobby blog. Ultimately, it's about finding that right balance and synergy between the brands I work with. I see it as a mutually beneficial partnership, not a one-way transaction. And I'm proud that I've been able to build such strong relationships across the industry, from the biggest luxury houses to the most innovative emerging designers.
AM: Do you have any dream jewelry collaborations or experiences on your bucket list?
Katerina Perez: There are so many! I would love to spend time shadowing someone like Lucia Silvestri, the legendary Bulgari gem buyer. Just to see her process of selecting stones and curating their collections would be endlessly fascinating to me. And I've always dreamed of visiting a gemstone mine, to really understand that side of the supply chain. I had the opportunity once in Colombia, but the weather didn't cooperate. So I'm still hoping to make that mine trip happen, maybe even bring a small group of jewelry enthusiasts with me.
But beyond that, my biggest dream is probably to one day write my own book on jewelry. I co-authored a book a couple years ago, but to have the time and space to really delve into my own jewelry expertise and perspectives would be a true labor of love. Hopefully that's something I can make happen in the next few years!
Photographer: Ksenia Usacheva
