Today we’d like to introduce you to Constanza Viera
Hi Constanza, so excited to have you with us today. What can you tell us about your story?
To the surprise of most people in the jewelry industry, I do not come from a family that has worked with jewelry or diamonds before, as it is generally a fairly closed industry, led by men and generations that have worked in it for a long time. However, I have always had great admiration for accessories and jewelry, especially the ones my grandmothers used when I was a child. I started in the jewelry industry 10 years ago, by founding a personalized fashion jewelry brand. It all began when I started to sell the pieces I designed and had made for myself to my close friends and acquaintances. I was 22 years old at the time and was completing my Master’s Degree in International Business at the University of Miami.
As the brand started to grow, I continued to learn more about the jewelry industry and to get involved in fine jewelry and the use of precious metals and stones, a completely different industry than fashion jewelry. I decided to enroll at the Gemological Institute of America for Diamond Grading, and started a blog where I shared my knowledge every day. Today, Diamond Tales is an established private jewelry company, and has provided me the platform to become the jewelry designer I am today.
Diamond Tales was born as a blog to educate people about jewelry, specifically diamonds, precious gemstones and metals. Jewelry has always been somewhat of a mysterious industry, and at the time when I began my studies to become a Diamond Grader, social media was not really being used to provide more information about this type of products. I always tried to look for content to support me in my studies but when I couldn’t find it, I started writing and sharing it, achieving great credibility from my audience.
Through Diamond Tales and my previous brand I was able to network with incredible designers, diamond dealers, and wholesalers who eventually became my mentors and have guided me towards where I am today. I have created a portfolio of clients who have grown with me and trusted me since the very beginning, who I have had the incredible opportunity of designing milestone jewelry pieces for. Looking back, I have worked with several brands not only as a jewelry designer, but as a jewelry buyer, wholesaler, and marketeer; positions that have definitely shaped my career path, provided incredible value, and led me to where I am today as a jewelry designer.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Definitely not, and I think every entrepreneur would have the same answer. In my case, as a woman, I have had to face many challenges. The jewelry industry is highly dominated by men is always opting for businesses or references that have been around for several generations. In order to achieve credibility in this industry as a provider and as a designer you must be referred by someone you trust. In most cases, this is the only way you will get the credit necessary to buy a stone or material to even begin to manufacture the pieces that you want to bring to life.
I have been fortunate to have mentors who have fully trusted me and have recommended me to suppliers and distributors, and thus I have managed to create a network of colleagues and professionals in the industry who have been key to my growth.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
Constanza Viera, as a jewelry designer offers a guide through curated designs to find the exceptionally-made jewel that adapts to your needs, taste, and budget.
I specialize in diamonds and engagement rings. I think what sets me apart from other jewelry designers is the experience I provide to my clients: transparent, educational, and unique. What I love the most about my work is that it is a physical embodiment of milestones, special occasions, moments of love, joy, and happiness from each of my client’s life.
I am incredibly proud of my achievements and the collections and unique pieces I have been able to create during my trajectory in the fine jewelry business. Last year, I became a Board member of the Gemological Institute of America’s Board for South Florida and the Women’s Jewelry Association, a huge honor that reflects my hard work and dedication. I also wrote a book that features my designs through beautiful photography, a goal that I have had for a long time.
Overall, what makes me the proudest is to continue to be chosen to create beautiful pieces that represent my clients’ legacies, and that they’ll be able to hold on forever.
What would you say have been one of the most important lessons you’ve learned?
So many. Be humble. Be empathetic. Collaboration over competition. Stay curious. Be resilient. As an entrepreneur and designer I have faced so many challenges. Operationally, you need to stay on top of trends, learn every day, be organized, and understand that not everyone works at the same pace as you; if you work with that in mind, you’ll be able to set yourself up for success and efficiency accordingly. You will always have competition; another big lesson has been to leverage off each other and collaborate rather than compete. There can be many jewelry designers in the world, but your creations are as unique as you are, which can make any jewelry enthusiast want both! (and this applies to any industry).
On the other hand, dealing with clients and emotional purchases such as jewelry is not always easy, and that is where you really need to be empathetic and extremely attentive to detail.
The biggest lesson I have learned lately is to delegate. I have a team of incredibly talented individuals who support my business. I do have high standards when asking someone to join my team, but knowing that they will help me achieve my goals and execute their tasks better that I will ever do helped me understand the importance of delegating. Even though I am a business-driven individual and have a degree in that, my passion is truly designing seeking help for finance, accounting, social media, and manufacturing roles has led me to stay on my lane as a designer and continue to find inspiration to create for my clients.
Contact Info:
- Website: https://diamondtales.com
- Instagram: https://www.instagram.com/diamondtales/
- Facebook: https://www.facebook.com/diamondtaless/
- LinkedIn: https://www.linkedin.com/in/constanzaviera/
- Other: https://www.tiktok.com/@diamond.tales
