W-Women Globally

Daughter of a world renowned architect and a Guggenheim awarded painter. Educated at the Museum of Fine Arts School and Tufts University. War journalist and photographer in the Balkans. And finally: the successful jeweler.

W-WomenGlobally: When did you get the idea of creating your own business, when it all started?

AnaKatarina Petrovic-Devrisevic: I had wanted to start my own collection for a few years. My experience as a custom jewelry designer and luxury jewelry buyer laid the foundation for starting my own line.
The lack of interesting designs at the jewelry shows frustrated me. There was classic jewelry, trend jewelry or jewelry that was beautiful yet not practical, not wearable on a daily basis. Although I aesthetically appreciated the designs, none of the options fit my ideal of simple, classic lines that I could wear by daytime or night. I wanted jewelry that was both powerful and feminine that vibrated both with my 40-year-old wisdom and my youthful spirit.
I often allude to my target audience as “Women whose style Transcends Chic” – women who wear designer clothing, vintage clothing and ethnic pieces with beautiful jewelry. Their style is always magnificent, always their own.
In March 2007, I dived into creating my first collection. I was urged on by the whisper of my creative voice and an auspicious meeting with sculptor Vana Xenou on the Greek island of Evia. As Vana showed me the lines of her sculptures from her Paris show, she tapped creative passions from my soul and launched them!

W-WG: Your background, education?

AK: Previously I was a war journalist and photographer in the Balkans. I also organized convoys of humanitarian and medical supplies to Sarajevo, Mostar, Tuzla and Gorazde in Bosnia and later in Kosovo.
My degree was a joint honours in Russian and Photography at Tufts University and the Museum of Fine Arts School. My father is an architect who collaborated with Walter Gropius. My mother is a designer and award-winning abstract painter. From the time I was nine, my parents owned an art gallery. Over the next 30 plus years, the business morphed into a Fine Art and Fine Jewelry Gallery. And I am the mother of three wonderful daughters.
In 1999, I returned to my parent’s gallery and helped then expand into the luxury jewelry market through creating a diamond, custom design and luxury jewelry gallery. My GIA education aside, I am self-taught.

W-WG: Your values?

AK: The ethos of my company is based on my experiences as a war photographer and a woman with girl children. I believe that we must protect the planet and the people who live upon it. Since December 2000, I have used only Canadian diamonds and fair trade gems in my work. Last year we started using recycled gold.
The personal empowerment of women is important to me. I am living through my own growth and see the lessons and habits I have inherited from my mother. These lessons have helped me redefine my path and become a designer. In 2006 I started Eco Gioielli Collections. This decision was made at a time when there was much upheaval in my personal life. Through creating the company and designing the collections I learned about my own personal drive and strength. This experience has taught me that I can raise my dreams and my children. Women often let go of their passions and sacrifice their truths for the greater good or for the sake of peace and quiet. This act of sacrifice I believe ultimately taps our true power. I would like women to wear my pieces as a reminder that they should live their passions—a talisman that inspires their Goddess energy. As a token of this, AnaKatarina Eco Gioielli supports Women for Women International.

W-WG: Where do you sell your collections?

AK: Within three months of creating my first collection, pieces were already in 12 stores across the US: Beverly Hills, Santa Monica, San Francisco, Las Vegas, Lake Tahoe, Boston and Beverly Mass. In 2008, AnaKatarina Eco Gioielli was launched in stores in Cambridge, Newton Ma. and London.
Over the coming year, I would like to have AnaKatarina Eco Gioielli available in retail stores in Europe and the Middle East as well as online.

AnaKatarina EcoGioielli -Flow Cuff and Earring

W-WG: What are your products like? What is your vision?

AK: I love this question! I am from an artistic family where creativity is part of our DNA. I am influenced by natural world. At the core of my work are organic shapes incorporated into jewelry in a sculptural manner that retains their femininity. This paradox creates pieces that make a woman feel powerful and feminine. The vibration of both parts of the female energy….Kali and Aphrodite! I believe that we are all created from many contradictory elements. It is what makes women so fascinating! This continues in my work using metal techniques that create a patina reminiscent of ancient times with modern shapes or stiff and flowing lines in one piece.

W-WG: Plans for the future?
AK: I plan to continue to grow as an artist and create exciting pieces that will empower women. I would like to expand the collections and create pieces for teenage girls and men.

Visit AnaKatarina Eco Gioelli website