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.

A native of the diamond city (aka Antwerp), Julie De Cuyper founded JUULS JUULS in 2015 in hopes of filling the gap between high, fine jewelry and fast fashion. And we, in our humble opinion, think she's done all that and more. Here, her 4C's.


Gwyneth Paltrow.


Modern women. For example, Catherine, she is a hot redhead power woman killing it in advertising during the day and at her Muy Thai classes after work. She is an advocate for women equality in the workforce hosting workshops around the world. She nails this effortless cool & classy style and has an amazing positive energy. Catherine loves a good earparty and she definitely likes to treat herself while supporting other women in business. We became friends throughout multiple jewelry one-on-one styling sessions. Catherine inspires me. I love my clients.


The slightly oversized 00R necklace by JUULS & KARATS. The first letter of my daughter's name and one of the very first pieces I launched to treat myself! #becausewhynot


I am not a designer. I am a multi-disciplinary jewelry expert who absolutely loves what she does.