From Paris to the world: In conversation with Bliss from Paris founder, Aneta Blaszczak

Since launching the platform in 2013, Aneta has witnessed the jewellery world evolve dramatically from the rise of social media and the growing demand for transparency, to the increasing importance of storytelling in brand strategy. Known for her distinctive eye, bold aesthetic, and authentic voice, she covers the world's most important fairs and exhibitions, from Paris to Hong Kong, Istanbul to Surat, bringing her audience not only the latest trends but also the deeper stories behind them.Our mission is clear: to transform Surat and India's jewellery manufacturing into a globally recognized, robust, and compliant luxury ecosystem one that attracts investments, builds brands, and creates sustainable value for generations.

In this exclusive conversation with ROOTZ Magazine, Aneta shares her insights on how jewellery brands can stand out in a crowded market, why storytelling is more powerful than ever, and how the industry is redefining luxury for a new generation of conscious consumer

1. Bliss From Paris has established itself as a prominent digital platform in the luxury jewellery sector. What strategies have you employed to differentiate your content in such a competitive space?

When I started blogging back in November 2013, the jewellery scene in Paris was already quite small there were three people writing about it, and that was it. I saw there was still space for a newcomer with a different perspective, so I decided to do things my way from day one. I built Bliss From Paris around my personal eye, my taste, and my style from the colors I use to the shapes and types of jewellery I highlight. I never tried to copy anyone, and I think that authenticity is what helped me stand out. People often tell me, "What I see on your page, I don't see anywhere else." And that's exactly the point. Even if we attend the same event or cover the same trade show, I always find stories or details that others might overlook. Sometimes that can feel risky -because I'm very honest about what I like but it's also what builds trust. Everything I share is something 1 genuinely love and would wear myself. My audience quickly understood that, and I think that's why they follow me they share my taste and appreciate that I only feature designers and pieces that truly inspire me. That sincerity has been the foundation of Bliss From Paris since day one. Another key factor was my global vision. As a graduate in the luxury sector, I understood the codes of the industry, and I also knew that jewellery is a niche field so 1 couldn't limit myself to one city or one language. That's why my website has always been available in both French and English, and why all my social media and B2B newsletters are in English. It allowed me to build an international community rather than just a local one. Finally, I've always invested in.

2. The webzine covers a diverse to range of topics, from high jewellery collections gemstone insights. How do you curate content that resonates with both industry professionals and jewellery enthusiasts?

It's a delicate balance but it's honestly one of the things I enjoy most about what I do. On one hand, I'm writing for people who live and breathe this industry every day: designers looking for inspiration, gemologists interested in material trends, or brand founders searching for new workshops, dealers, or business opportunities. On the other, I'm speaking to passionate jewellery lovers who are simply curious, eager to learn, and often searching for that one-of-a-kind piece to add to their collection. The key is always to blend expertise with. emotion. When we write about gemstones, for instance, we don't stop at their chemical composition or market value we explore their history, symbolism, and the stories they carry. A feature on rubies might start with their ancient reputation as stones of passion and power, and then evolve into how contemporary jewellers. reinterpret that meaning today. This storytelling dimension helps industry professionals see new creative possibilities while also making the topic exciting and accessible for enthusiasts. Our editorial calendar is closely tied to the rhythm of the jewellery world from major trade fairs and seasonal launches to cultural highlights like couture week and temporary exhibitions in Paris. But I also leave room for spontaneity, which is something my readers really appreciate. If I discover a young talent at a show who is doing something truly original, I'll feature them immediately. And even when I'm not traveling, there's always plenty happening here in Paris to cover exhibitions, talks, and events that reveal different facets of the jewellery world. I think that's why Bliss From Paris resonates with such a wide audience: we provide real insider perspectives for professionals, but we never lose the sense of wonder and discovery that keeps jewellery lovers engaged. It's this mix structured but flexible, expert yet emotional that makes our content relevant to readers both in France and around the world.

3. Sustainability and ethical sourcing are increasingly important to consumers. How do you see these concerns influencing jewellery design and manufacturing practices?

I think we're witnessing one of the most important shifts in the jewellery world right now and it's coming directly from consumers. Maybe the pandemic accelerated this change, but people today are far more conscious about what they buy and the impact their choices have. They want to know where a stone comes. from, who made the piece, and how it was produced. That curiosity and sense of responsibility are now shaping the way brands design, source, and communicate. Over the last few years, I've seen many jewellery houses from heritage maisons to independent designers completely rethink their approach. Traceability is no longer just a "nice-to-have"; it's becoming an industry standard. Brands are investing in transparent supply chains, building direct relationships with miners, and making sure they can share the full story of a gemstone, from the mine to the atelier. We're also seeing growing interest in recycled metals and repurposed stones, which is a wonderful evolution. Some brands are breathing new life into antique jewels by transforming old stones into contemporary designs a practice I personally love because it marries sustainability with creativity and history. A great example is Vever, who recently decided to stop using synthetic diamonds altogether and replace them with recycled natural diamonds instead a bold but very forward-thinking move. Another clear trend is the surge in demand for antique and vintage jewellery as a more sustainable way of buying. More and more people, even for milestone moments like engagement rings or wedding bands, are choosing restored pieces with history rather than new creations. This shift also opens up exciting opportunities for workshops and jewellers willing to take on bespoke commissions that involve reworking or restoring older pieces. All of this is influencing design in a profound way. Jewellery today isn't just about beauty it's also about values. The story behind a piece whether it supports artisanal miners, reduces environmental impact, or preserves traditional craftsmanship is now part of its appeal. I truly believe this is the future of luxury: creations that are not only exquisite but also responsible, transparent, and meaningful. And the brands that embrace this evolution now will be the ones shaping the next era of our industry.

4. In your experience, how can jewellery brands effectively utilize digital platforms to build a strong brand presence and connect with their target audience?

Digital platforms are no longer optional they're the heartbeat of brand storytelling today. But simply posting beautiful photos isn't enough anymore. The brands that truly succeed online are the ones that use digital channels. to invite people into their world and build an emotional connection with them. I always tell brands I work with to choose their platforms carefully. It's better to do one or two social media channels really well than to be average on many. For visual storytelling, Instagram remains the most powerful platform for jewellery it's where craftsmanship, color, detail, and design can really shine. If a brand wants to reach professionals, I always recommend investing time in LinkedIn, too, because it's excellent for B2B visibility, networking, and positioning yourself as an industry voice. And for deeper storytelling. long-form platforms whether that's a blog, newsletter, or YouTube can help share the narratives that shorter posts can't capture. The most successful brands are those that go beyond just showcasing finished products. They bring followers behind the scenes sharing everything from the first sketch of a design and gemstone sourcing trips to videos of artisans at work in the atelier. These glimpses into the creative process make people feel part of the journey, and that builds trust and loyalty. Interactive formats also play a big role. Live Q&As, digital trunk shows, or even simple educational content like how to style jewellery or how to care for a piece can spark engagement and turn followers into a real community. But above all, consistency is key. Every element of your digital presence your tone, visuals, storytelling, and values should align with your brand identity. When it's done well, digital storytelling doesn't just help brands reach more people; it transforms the way they're perceived. It builds a loyal audience, positions the brand as an authority, and ultimately creates deeper, more meaningful relationships with clients which is exactly what luxury is about.

5. How can traditional jewellery brands balance heritage and innovation to remain relevant in today's digital-first marketplace?

I've always believed that heritage and innovation are not opposites they're partners. The most inspiring brands I've seen are those that deeply respect their legacy while daring to evolve and push boundaries. It's not about choosing one over the other, but about finding a dialogue between the past and the future. Take a maison with a century-old history of craftsmanship. Instead of hiding that tradition, they should bring it to life sharing archival sketches online, telling the stories behind their iconic designs, or even collaborating with contemporary artists to reinterpret classic motifs celebrates their roots but also makes their heritage relevant to a new generation. Innovation, of course, also extends to product design. Using modern materials, pioneering new techniques, or reimagining signature pieces allows a brand to stay fresh while staying true to its DNA. When I think about innovation in high jewellery, one name always comes to mind: Boucheron. Every time I discover their new high jewellery collection, it's a pure journey into creativity new materials, unexpected forms and I always leave speechless. Their most recent Carte Blanche collection, "Impermanence", presented during Haute Couture Week in Paris in July 2025, is a perfect example. Claire Choisne set out to capture the very essence of nature, drawing inspiration from its most fleeting and delicate forms from thistles and rhinoceros beetles to cyclamens, oats, caterpillars, irises, wisteria, poppies, sweet peas, and magnolias. Each motif was interpreted in a completely original way. The poppy, for example, featured matte black titanium petals with hand-etched veining on the inside, coated with Vantablack one of the darkest materials ever created. It's a material you'd expect to see in science or aerospace, not fine jewellery, and yet here it was, elevating the story of a flower. To express the wild beauty of the thistle, its spiky flower heads were 3D-printed from plant-based resin a material never before used in high jewellery. This innovative choice also posed a real technical challenge: without any metal structure, it was impossible to set a single diamond into the blooms. This is what I mean by the partnership between heritage and innovation. Boucheron's savoir-faire, craftsmanship, and storytelling are deeply rooted in history, but they're not afraid to experiment, surprise, and reinvent. That's the future for all traditional jewellery houses: evolve without losing your soul. Honour your heritage, but don't let it hold you back-let it be the foundation from which you innovate.

6. In your opinion, what role does storytelling play in jewellery marketing, and how can manufacturers incorporate compelling narratives into their branding?

For me, storytelling is everything in jewellery. A beautiful piece might catch the eye but a meaningful story captures the heart. Jewellery isn't something we need in the same way we need food or clothing. It's something we desire a symbol, a memory, a celebration, a piece of our identity. And because it's such an emotional purchase, storytelling is what transforms that desire into a decision. Selling jewellery today without storytelling is extremely difficult. It's the emotional connection that ultimately turns interest into a purchase. Without it, it's almost impossible to build a deeply personal relationship with your audience. I often hear manufacturers say that social media or storytelling "isn't for them," but the truth is it's for everyone. These tools are not reserved for big luxury houses with huge marketing budgets. Once you understand how they work, you can absolutely turn them into a strength. Instead of focusing only on technical details like carat weight or metal purity, manufacturers can share the human stories behind their work: the inspiration for a new collection, the journey of a rare gemstone, or the craftsmanship that's been passed down through generations. When people understand the "why" behind a piece, they're not just buying jewellery they're investing in a story they want to wear and share. And. that's incredibly powerful. I'll give you a personal example. After the last edition of ROOTZ in December 2024, someone reached out to me after watching my Instagram Stories from the show. They were looking for a reliable workshop and asked if I would recommend the event as a place to find trustworthy partners and suppliers. That message came months after the show-proof that storytelling has a long tail. I always put a lot of effort into my live coverage from events because I see it as more than just content it's like a Netflix series of discoveries, always available for people to revisit on my profile. The sarne principle applies to brands and manufacturers. By documenting your presence at trade shows, sharing behind-the-scenes moments, and telling the stories behind your creations, you plant seeds that may grow into opportunities months later. Storytelling isn't just about selling it's about building trust, sparking curiosity, and inviting people into your world. And that's where real connections and long-term business begin.