Today we’d like to introduce you to Alexandra Perez Demma.
Alexandra, can you briefly walk us through your story – how you started and how you got to where you are today.
Growing up in Mexico where the culture is rich in craft and century old traditions, I was exposed to making at a very young age. After High School, I moved to San Diego with the hopes of more adventure and acquiring a college degree. When I began my college education at San Diego State University I gravitated towards the arts.
It was my first jewelry and metals class where I fell in love. I found metal to be the most forgiving and malleable material. I could literally create anything I imagined! Meanwhile, I realized that everything I was creating in all of my other art classes, whether it was fiber arts, painting, ceramics, or woodworking, somehow always related to identity and the human body. As jewelry is a representation of identity, this seemed very fitting. I was instantly hooked!
Upon graduation, I was awarded the Windgate fellowship which allowed me to travel to Europe and study with renowned artist and I eventually furnished a studio in Barrio Logan. Meanwhile, I worked for local production jewelry companies and in that time took the leap of launching my own jewelry line in early 2016.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Running your own company is anything but a smooth road. It is the constant up-and-down of a rollercoaster; as cliche as it sounds, “the struggle is real!”. Everyday holds a new obstacle, whether it be new ideas and inspirations, production, photography, marketing, packaging, administration, and financials. All the while speeding to the post office before they close only to find there is no parking.
Please tell us about Alexandra Scarlett Jewelry.
I create unique jewelry for badass babes. I am committed to empowering women through individuality and personal style. Whether it is a statement necklace or a simple everyday ring, my minimal, sculptural, and unique designs allow you to stand out of the crowd without breaking the bank.
Informed by craft and tradition, every piece of Alexandra Scarlett Jewelry is 100% handcrafted in San Diego, California with the idea of creating desirable, long lasting pieces for confident and independent women.
As an artist, I have been awarded for my work receiving scholarships and fellowships. Recently, I received a scholarship to the Gemological Institute of America and was a finalist for the Halstead Business Grant in 2016 and 2017. As an emerging designer, I launched my company February of 2016 and am slowly growing my wholesale business. You can find my Jewelry in boutiques across the United States.
If you had to go back in time and start over, would you have done anything differently?
If I had to start over, I wouldn’t change a thing, Well, at least everything in my power. I have learned so much from going through obstacles and challenges and have come out a stronger person every time.
Through these challenges, I have found that the best solution is to always trust your initial self and continue to move forward regardless of how unprepared you are. You can always build excuses for yourself which will definitely hold you back. The light at the end of the tunnel is most likely another oncoming train of something big and new, or something as small as a witty caption on Instagram.
Contact Info:
- Address: 2195 Logan Ave, Studio 9, San Diego, CA 92113
- Website: Shopalexandrascarlett.com
- Email: hello@shopalexandrascarlett.com
- Instagram: @byalexandrascarlett
- Facebook: Facebook.com/alexandrascarlettjewelry
Image Credit:
Alexandra S. Perez Demma
Beth Cath
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