Petrallure was born out of our passion for natural beauty and quality. There is a certain allure that comes from the process of taking something raw and rugged and transforming it into something beautiful. They believe jewellery is an artistic reflection of one’s inner beauty and personal creativity.
Their hope is that their pieces will bring a confident touch as you display your personal canvas to the world.
Here, we found out more…
When did you launch the brand and what was the reason behind it?
Petrallure was officially launched in December 2016. We love jewellery and especially natural stones, but we also desired to incorporate a taste of Brazil in what we are doing. We have very personal connections to Brazil. It’s a beautiful country full of life and rich in natural resources. Beauty and creativity echoes in every aspect of the Brazilian culture, and we believe that is especially reflected in their unique designs in jewellery. We really wanted to offer more variety of unique and high quality pieces to our customers.
If you could start over with the business, would you do anything differently?
I think everyone who has started a business can look back and see things that could have been done differently, but there isn’t a perfect formula for success in a starting a new business. It’s a combination of passion and belief in what you are doing, hard work and a little bit of pure luck. Part of the fun in the journey is the uncertainty of tomorrow, the ability to celebrate your accomplishments whether great or small and to learn from your mistakes and use those lessons to make better choices next time.
To date, what has been the highlight since launching?
We were contacted by British Vogue about advertising in the undiscovered brands and designers section of the magazine for the 2017 August, September and October issues. To be honest, initially we were really surprised, but were so excited when we realized it was a legitimate offer. They discovered us on Instagram and felt like our pieces would be of interest to their readers. For us it was confirmation that we are headed in the right direction as a business and providing a product that is truly unique and desirable. It’s been really fun!
Which city do you feel most at home in, London, Paris or New York?
While there are things I love about each city, I would say New York. I have very dear friends that live in New York, so I’ve spent a lot of time there not necessarily as a tourist. People are really what make a place memorable in my opinion. You can visit a beautiful and fun place, but if you don’t have anyone to share it with, it’s not as meaningful. Plus, they have the best Lychee Martinis.
We believe style is an outward reflection of one’s inner beauty and personal creativity. Our hope is that our pieces will bring a confident touch as our customers carefully select and design their looks.
Best thing about London to you?
London is made up of so many different nationalities and cultures and with that comes a variety of styles. It’s really refreshing to see.
Statement shoe or statement bag?
That’s a toss up, but I love a good high-heel shoe. They have this way of making you feel confident, but maybe that’s because I’m short.
Most memorable piece of advice given to you?
My Dad, a very wise man, told me many years ago not to be so hyper-focused on something that you miss other valuable opportunities that may present themselves along the way. It’s important to have a plan, to set goals, but it’s equally important to be flexible. This is applicable to so many areas of life, but especially when growing a business.
In the future, how do you plan on expanding the company?
Currently we operate our business entirely online; however, our next big step is to open a brick and mortar. We hope to do this in the not so distant future.
Find out more…
You can shop our website at www.petrallure.com or you can find us on Facebook and Instagram @petrallure.