We recently connected with Alzerina Gomes and have shared our conversation below.
Alright, Alzerina thanks for taking the time to share your stories and insights with us today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.
When I moved to New York City in 1997, I was stepping into an entirely new world—one that felt both exciting and daunting. I was a new mom to two young children, in a city where I didn’t speak the language, and with very few people to lean on. I found myself craving a way to express the emotions I couldn’t put into words and searching for something to ground me. That’s when I discovered jewelry making. It became my refuge, my creative escape, and my way to find beauty and purpose even during difficult times.
At first, I made pieces simply to uplift myself and reclaim a sense of control in my life. But as I created, I felt a spark—I realized that these pieces were more than just jewelry; they held pieces of my story, resilience, and creativity. This discovery was so empowering that I couldn’t keep it to myself. I wanted others to feel this same sense of beauty and healing, so I started Alzerina Jewelry with the idea of helping others reconnect with their own inner strength and express themselves through jewelry.
The logic behind launching Alzerina Jewelry was simple but powerful: I saw the way that jewelry could transform not only an outfit but also a person’s confidence. Wearing a unique, handcrafted piece can feel like wearing a reminder of strength, beauty, and resilience. What made this business especially meaningful was that it wasn’t just about selling jewelry. It was about building a brand that encouraged women to feel empowered, elegant, and true to themselves.
What excited me most about this venture was the opportunity to offer something beyond a traditional product. I wasn’t just solving a problem; I was offering an experience and a source of empowerment. I knew there was a demand for jewelry that could connect with people’s stories and emotions, and that’s exactly what I set out to create.
With each piece, I aim to inspire confidence and a sense of beauty that goes beyond appearances—making Alzerina Jewelry a brand that celebrates resilience, strength, and individuality.
Alzerina, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
Hello, I’m Alzerina Gomes, the founder of Alzerina Jewelry. My journey into jewelry making began as a deeply personal one. When I first moved to New York City, I found myself in a whirlwind of newness and uncertainty. I was a new mom, adapting to an entirely different culture and language, and feeling isolated in my struggles. I craved a way to feel grounded, to find beauty and purpose in the midst of so much change. Jewelry making became that for me—an outlet where I could create something beautiful, even when everything around me felt challenging. It became a lifeline, a form of self-expression that allowed me to channel my emotions into something tangible and positive.
This was more than a craft to me; it was a means of reclaiming my own power. Every bead, every wire, every crystal was a reminder that I could still create beauty, no matter the circumstances. It became a daily practice of resilience and creativity, helping me rediscover my own strength. In a way, each piece I made represented a piece of myself that I was reclaiming, and the process reminded me that, even in difficult times, I had the power to shape my world.
As I poured my heart into these pieces, I realized that this wasn’t just my story—it was a journey that others could relate to. I wanted to share this gift of transformation with others, especially women who might feel as I once did—overwhelmed, isolated, or in need of an empowering outlet. That’s how Alzerina Jewelry was born. It was never just about creating accessories; it was about creating a space for women to find strength, express their unique beauty, and feel truly seen and valued.
Today, Alzerina Jewelry stands for more than just handcrafted pieces. We offer jewelry collections that celebrate elegance and individuality, with designs rooted in the belief that beauty can bring light to our lives, even on the darkest days. But beyond the jewelry itself, we offer experiences. Through our in-person and virtual jewelry-making classes, we invite people to step into a therapeutic space where they can express themselves, release stress, and reconnect with their creativity. I’ve seen firsthand how creating something beautiful with your own hands can be transformative, and my goal is to offer that experience to as many people as possible.
These classes are offered in various settings, from private events like bridal showers to mental wellness programs at women’s shelters and corporate wellness initiatives. I’ve had students tell me how the classes helped them find peace, reduce anxiety, and even regain a sense of control in their lives. Knowing that I can help others feel empowered through this process is the most rewarding part of my work.
What sets Alzerina Jewelry apart is that we’re not just here to sell jewelry—we’re here to foster a community of empowerment, resilience, and self-expression. Each piece we create, and each class we offer, is a testament to our commitment to lifting others up. I believe every woman deserves to feel beautiful, confident, and capable of facing whatever life brings. Whether you’re wearing one of our pieces or creating one in a class, I want you to feel that spark of inner strength, that reminder that you, too, are resilient and powerful.
One of the things I’m most proud of is how our mission has resonated with people from all walks of life. Our pieces have been worn by women who face everyday challenges, but who wear their jewelry as a reminder of their own elegance and strength. Our classes have brought together people from diverse backgrounds who might have felt isolated in their struggles but found a shared sense of connection and empowerment through crafting together.
So, to anyone new to Alzerina Jewelry, I want you to know that every piece is crafted with love, intention, and a deep respect for your journey. We’re here to offer more than jewelry—we’re here to offer a symbol of your resilience, a spark of joy, and a community that celebrates who you are. Through every design and every class, we hope to inspire you to embrace your own beauty, strength, and individuality. That’s the heart of Alzerina Jewelry, and it’s a mission I’m honored to share with you.
Have you ever had to pivot?
After COVID hit, I was forced to pivot my business. With events and in-person interactions canceled, my traditional retail model came to a halt. I realized that I needed to adapt quickly, so I shifted my focus to something I’d always loved: teaching jewelry-making.
I began offering virtual jewelry-making classes, providing a creative and therapeutic outlet for people during such an isolating time. What started as a way to stay connected with my customers soon became much more. I saw how these classes not only helped people express themselves but also gave them a sense of empowerment and relief from daily stresses.
This pivot was a turning point for me. It deepened my mission to empower others through creativity and turned my business into something that was about more than just jewelry—it was about making a positive impact on people’s lives. Through this shift, I found new purpose, and it reaffirmed my belief in the power of creativity to heal and uplift.
Any fun sales or marketing stories?
One of the most exhilarating moments in my business journey came when I took two risks that seemed almost impossible at the time, but both paid off in ways I never expected.
The first was a trunk show at Henri Bendel, a luxury department store in NYC. I was just starting out, and the odds were stacked against me. Henri Bendel typically worked with well-established brands, and here I was, a newcomer with limited resources and a small network. I decided to take a leap of faith and pitch my jewelry, believing in the story and passion behind it. To my surprise, they agreed to let me showcase my designs. I was nervous, but I put everything into making the event a success—personally inviting influencers, creating a stunning display, and getting the word out. To my amazement, the event was a huge success, and I sold out the collection.
Shortly after, I partnered with Groupon, thinking it might be a great way to introduce Alzerina Jewelry to a larger audience. Our goal was modest—I thought if we sold 100 pieces, it would be a huge win. But when the deal launched, the response was overwhelming. In just 11 hours, we sold over 5,000 pieces! It was a whirlwind, with orders flooding in, and we scrambled to meet demand. It was an incredible validation of both the product and the brand.
Looking back, both experiences taught me the importance of believing in yourself and taking calculated risks, even when the odds seem insurmountable. The Henri Bendel event proved that authenticity and passion can create opportunities, and the Groupon sale showed me how quickly a business can grow when you put yourself out there. These experiences helped me realize that sometimes the biggest successes come from taking the risks you least expect to pay off.
Contact Info:
- Website: https://alzerina.com
- Instagram: https://www.instagram.com/alzerinajewelry
- Facebook: https://www.facebook.com/AlzerinaJewelry
- Linkedin: https://www.linkedin.com/company/alzerinajewelry
- Twitter: https://x.com/alzerinajewelry
- Youtube: https://www.youtube.com/@alzerinajewelry
- Other: https://www.tiktok.com/@alzerinajewelry
Image Credits
Alzerina Jewelry