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.

Simplicity and elegance are the two words Khoe Jewelry would use to best explain their jewellery. The designers' original concept for the line was inspired by the Japanese lifestyle: "Simplicity which reflects purity but never deviates away from principal and details." Here, Khoe Jewellery's Four C's.


People who are positive, confidence, successful, sexy, and bold but thoughtful, young and chic.


Khloe Kardashian. She definitely can represent my client type.


The Naked free diamond collection. This collection is using the techniques of Japanese nude diamond setting- free form diamond jewelry, drilled with precision lasers, then craftsmen insert the gold hoop through the hole by hand. It ranges in designs from single white diamonds to multiple, limited edition, and fancy colored diamonds.


The concept of Khoe is influenced by the zen, Japanese lifestyle, which represents purity and a distillation of the principal details, perceiving the true nature and expression of this insight of a person in daily life.

Less is more. We keep it simple and subtle. Good enough for daily use, mixed and layered for more impact.