A Life in the Industry - Katerina Perez

Nouvelle Box founders Valery Demure and Darren Hildrow speak to global jewellery insider, Instagram specialist and educator, Katerina Perez, about her life in fine jewellery and her new online course for jewellery designers.

Where there’s new high jewellery to be discovered or an emerging fine jeweller to spotlight, you’ll probably find Katerina Perez. She’s a jewellery KOL, Instagram pioneer and online educator, blending a magazine-style website with enviable access to jewellery houses, brands and designers. Her website, offered in both English and her native Russian, is a go-to for insider access to the latest collections, while her Instagram @katerina_perez is a gallery of wonders from across the globe.

Here, we ask Katerina our questions to find out more about her career to date, her approach to Instagram success and her new online course – How to Sell Jewellery on Instagram – that is helping brands and independent designers secure commercial success on the platform.

 

 

Valery Demure: So, Katerina, you have a job that so many people would love! How did you get to where you are today?

Katerina Perez: Thanks Valery. I started working in sales at luxury brands like Tiffany & Co., Chaumet, Asprey and Boghossian. This gave me a real insight into the fine jewellery customer, but also what makes the process of shopping so exciting and meaningful for them. I decided to expand my knowledge by studying for a Gemmology Diploma at the Gemmological Association of Great Britain (Gem-A) and this helped me to realise that what I love most is exploring, discussing and sharing the story of jewellery with others. In 2011, I changed careers to become a freelance journalist and content editor, which allowed me to write about the craftsmanship behind pieces, not just the extraordinary carat weights - although this can be very exciting!

Darren Hildrow: In 2013, you made another move, but this time it was to create your own website – katerinaperez.com. What is it like running your own business with so many moving parts?

KP: Although I loved writing freelance articles, I felt I had a lot more to say and I was, and still am, hugely passionate about sharing the artistry of fine jewellery with as many people as possible. At first, I saw Katerinaperez.com as a platform to share jewellery updates and new collection launches, but in the last seven years it has morphed into a destination for thousands of readers internationally. It is strange to be called a jewellery influencer, but when I reached 300,000 followers on Instagram, I was given this title and it has stuck. Personally, I see myself as a jewellery insider and I apply the access I have to brands, designer and international trade events to editorial content, social media, brand partnerships, mentoring and now, more recently, my How to Sell Jewellery on Instagram online course.

You’re right, Darren, running a business with many moving parts is challenging. However, I am blessed with having an amazing team as well as the opportunity to travel the world and meet people who share my genuine love of fine jewellery. As the saying goes, “If you do what you love, you'll never work a day in your life.”

 

 

VD: Reaching 300,000 followers organically on Instagram is a significant achievement and one that many are keen to replicate. Firstly, what are some of your top tips for using Instagram and, secondly, what is its commercial potential for brands in your opinion?

KP: Great question. Instagram relies upon having a strategy. Jewellers can expose themselves to new audiences and wider demographics by successfully using the platform and they can secure sales by prioritising engaging content, capitalising on the tools that Instagram offers and using targeted advertising. It requires time, effort, energy and investment, which can be challenging for small businesses, but certainly not impossible, as my own personal Instagram following demonstrates. Another advantage for brands is acquiring positive leads, as well as making new contacts, whether they be business connections or potential customers.

As to your second point about the commercial potential of Instagram, I think it is important to accept that fine jewellery account managers will need to put much more work into running Instagram to find the right target audience for their higher-value items. It doesn’t happen overnight, but I do know of brands who have sold six-figure jewels thanks to social media.

DH: Do you think someone who buys jewellery via social media has a specific personality type? Is it possible to come up with an Instagram shopper profile?

KP: You’ve raised an interesting point here, which is understanding the psychology of those who shop via Instagram. In my course, How to Sell Jewellery on Instagram, I talk a lot about the motivations of shoppers and understanding the psychology behind their actions and decision-making – this is where my background in luxury sales has been a huge advantage. The attention span of an Instagram shopper is minimal; they don’t want to undertake too many actions to buy something or spend time figuring out how to order what they like in a feed. A potential client was to get to know a brand through Instagram – only when they have been following for a while and started to build trust will they be tempted to buy. Therefore, a fast purchase, headache-free delivery process and responsive account manager is essential.

 

 

VD: Where do brands go wrong in your opinion? Is there something specific you see repeatedly?

KP: A common issue is when brands try and appeal to too wide an audience on Instagram. Trying to target all women who like jewellery is never going to reap rewards – you simply can’t suit everyone. To have a long-lasting relationship and win the loyalty of your audience you need to demonstrate through your content that you understand what they desire. Put yourself in the shoes of a specific client profile (age, job, income, family, loves, passions, desires, travel habits… and everything in between) and give them what they might want before they even ask.

DH: Are these some of the topics you cover in your new online course?

KP: Absolutely! How to Sell Instagram Online is a seven-week flexible online course that includes twice weekly lessons, bonus lessons and on-going assignments to put learning into action. The course reviews each function of Instagram through a commercial lens, demonstrating how social media can lead to real-world sales that bolster your bottom line. I designed the course specifically for jewellery professionals, brands and designers, with lessons themed around getting the most out of your target audience, the psychology of customer behaviour on Instagram, available selling tools, studying your competition, growing your community, increasing engagement and managing the content you need to win over customers. It’s my first online course and we’re now seeing our third group of students take the course and experience the benefits. Being able to share my knowledge in this way is fantastic.

 

 

VD: If you could only give one reason for a jeweller to take your course, what would it be?

 

KP: You always ask the difficult questions Valery! If I can only give one reason, I would say time. It’s so precious and researching what works on Instagram, from reputable sources and websites, geared towards luxury businesses, is so difficult! I’ve been there, done that and gathered the insight so this course is a huge time saver and a great opportunity to avoid months, if not years, of trial and error. I made all the mistakes, so you don’t have to!

 

Find out more about How to Sell Jewellery on Instagram by Katerina Perez, here.