Sao Paulo is an exhilarating place for a jewellery lover like me. Tatiana Berenguer hosted a jewellery lunch in my honour at Aranda where I met local journalists and fabulous Brazilian bloggers. Even though jewellery is in every Brazilian woman’s DNA, I am the only jewellery blogger they know who focuses solely on jewellery and who has a never-ending love affair with Brazilian jewellery. Who knows perhaps one day I will move to Sao Paulo with my Brazilian fiancé and become a fixture of the jewellery world in Brazil!
During my trip I was invited by Sao Paulo Jewellery Association AJESP to give a talk on “How the digital world is affecting the jewellery market and how jewellers can profit from improving their digital engagement”. It went splendidly and we even have a few testimonials from my talk.

É muito importante estar ao lado e ouvir pessoas de sucesso em qualquer segmento. Dessa forma, procurei a palestra para entender qual foi o caminho construído pela Liza para chegar onde está hoje, e também me atualizar do mercado, já que sou relativamente novo nesse negócio, e tenho outra atividade que não me permite estar sempre 100% do tempo atuando.  Aprendi que será necessário acompanhar a evolução de mercado principalmente no que diz respeito á fazer um trabalho profissional nas redes sociais, e estar mais presente em SP, que é onde as coisas acontecem de fato no cenário brasileiro.Ela é super simpática, e é uma especialista no ramo. Fala com naturalidade e demonstra o brilho nos olhos de quem ama o que faz. Sensacional! Lucas Paolinelli Campos

Gostei muito do formato da palestra! Muito participativa, acho importante.  Foi produtiva e me trouxe uma visão diferente sobre publicações e fotografias. Aprendi que devemos usar melhor a criatividade para fotografar afim de atrair mais olhares.
Vou empregar deixando aquele comercial padrão, como fotos com fundo monocromáticos, de lado. Além disso, foi ótimo poder compartilhar idéias diversas, sobre nosso mercado, com uma pessoa que possui uma visão comercial global. Monique Mendonça Dias

Rita Heroina, Tatiana Berenguer, Liza Urla, Tatiane Antonio, Leticia Becker

You can watch the video from my visit to brazil on GEMOLOGUE youtube channel.


Here is why jewellery designers should embrace social media in order to create desire with beautiful photography to keep us all entertained and excited about jewellery.


Every post is an opportunity for customers to convert. You have access to new, recent and old customers, and you will be able to interact with all of them. Social media is all about relationship building, and it tends to grow exponentially as your followers tell their friends about your brand.


Every opportunity you have to increase your jewellery visibility is valuable. Social media makes you more accessible for new customers, and makes you more familiar and recognisable for existing customers


Customers who follow your brand on social media are more loyal to your brand as they are a part of your story


Interacting with your customers regularly is a show of good faith for other customers. The more people that are talking about your brand, the more authoritative your brand will seem


A higher number of social media followers tends to improve trust and credibility of your jewellery brand, representing social proof.


If you can lend just one hour a day to developing your content and social media strategy, you could start seeing the results of your marketing efforts very soon.

Excellent meeting with @gemologue !Great times are coming!??????#business #precious #stones #brand #work

A post shared by Lucas Paolinelli Campos (@lucaspaolinellicampos) on

Live with @gemologue Talking about jewerly market ? #fashioneditoreyes #welovejewels

A post shared by Bianca Zaramella (@biancazaramella) on

Pronta para a palestra da Liza Urla @gemologue ! Ready for Liza Urla speech @gemologue !

A post shared by Ana Piazza Design de Joias (@anapiazzajoias) on

Com a Liza Urla @gemologue Palestra maravilhosa! With Liza Urla @gemologue Wonderful speech!

A post shared by Ana Piazza Design de Joias (@anapiazzajoias) on

Tarde de aprendizado com a incrível influenciadora de joias Liza Urla @gemologue @ajesponline

A post shared by Priscila Wolff Féres (@pwferes) on

Thanks for stopping by! Leave me a message in the comments below. Discover Brazilian jewellery designers Silvia Furmanovich and H. Stern and read my article on 10 things to know about Brazilian jewellery style!

I am extremely happy to announce that my new jewelry book – GEMOLOGUE: Street Jewellery Styles & Styling Tips – is now on Amazon. I’m so excited. It’s the first book of its kind solely dedicated to jewellery. 

You can sign up for GEMOLOGUE newsletter below and I also share  jewellery on InstagramTwitterFacebook  and Youtube if you’d like to connect, or feel free to say hello


GEMOLOGUE jewelry blog by Liza Urla is a celebration of fine, fashion and vintage jewellery featuring talented jewellery designers, trendy urban street style, exclusive interviews and rare jewellery reviews. This jewellery blog’s goal is to encourage and educate about jewellery online in a fresh and original fashion to inspire women and men across the globe in a fashion and travelling context.

Jewellery blogger, writer Liza Urla, the founder of GEMOLOGUE, is a London-based and NYC-educated gemologist, who has travelled to and lived in many countries. She is now one of the most influential digital jewellery tastemakers. Her jewellery influence has been acknowledged by Financial Times, The New York Times, Vogue and Harper’s Bazaar.

*Photographed by Kenji Nakamura. Styling and Art Direction by Liza Urla. All photos belong to GEM Kreatives for GEMOLOGUE.

Material on this website may not be copied, broadcasted or adapted without written consent.

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