The four C's of diamonds are easy to identify: Carat, Cut, Color, Clarity. The four C's of a brand? Maybe not so much. Here, we ask Pietra's jewelry designers to tell us what makes up their four C's: who is their dream celebrity? What is a common trait of all their amazing clients? What is the most prized piece from their collection, and what is unique about their craft.

"I'm not trying to make quick to sell online fast jewelry," Isabelle, the founder of Isa Foxx tells us over coffee one morning while discussing her collection. "I'm not trying to sell stuff that is going to go in and out and in and out. I'm trying to make a brand that's forever. It's a lofty dream."

A lofty dream? Perhaps. But the young designer is well on her way to doing just that, thanks to her work-hard, know-everything attitude when it comes to her collection.


The answer is probably Johnny Depp but totally unrelated to his recent behavior, which is obviously important to mention. I still have Pirates of the Caribbean Johnny Depp in my heart. And know he's a lover of jewelry. He has this effortlessly cool thing. It's kind of wild, but unchanging, which is also kind of what I'm going for with my collection. I want my pieces to be timeless, which is why I make them so heavy. I want them to last forever.


The Isa Foxx customer seems to be the type of person who is eternally young. They just have a fire in them forever, no matter what age they are.


The Fang Ring. I wear at least one every day. It's heavy all around, it stacks up against other rings, and it's understated in a way that anyone could wear it. It's not a piece that is too loud or aggressive. But for the person wearing it, it holds a lot of meaning. It's obviously supposed to be fangs, but my mom wears hers upside down like a crown, so, it could be whatever you want it to be.


I make all of my own designs. I spent a full year learning CAD with a tutor and now, as a result, I am the only person who controls my pieces. That means that I'm not describing my ideas to someone else. It makes my process not only more cost-effective and faster, but 100% my own. There's no one interpreting my designs but me.