Editor’s Note
This profile highlights how Isabella Seijo, a fourth-generation jeweler from Jerez, is bridging tradition and modernity. By leveraging social media and television, she is reshaping the public face of a classic craft for a new audience.
At 34 years old and with nearly 300,000 followers on Instagram, Isabella Seijo has become one of the most visible voices in the world of jewelry in Spain. A fourth-generation member of a family dedicated to this art from Jerez, she combines the tradition of her craft with a modern and approachable image that has led her to participate in television programs such as ‘Sálvame’, ‘Equipo de Investigación’, or ‘Televisión Española’.
Isabella’s story is also one of a courageously assumed inheritance. Her father, a jeweler like her grandfather, passed away when she was 22. “He left me a business, and I had no idea where to start. I was living in England, working in other sectors, and suddenly, I found myself with the responsibility of continuing what he had built.”
Far from giving up, she decided to invest her entire inheritance in training. She studied Gemology at one of the world’s most prestigious institutes and later specialized in judicial appraisals and expert assessments at the Spanish Association of Appraisers (Aeta).
Her leap to television came almost by chance, driven by her determined character. “I was watching TV and saw an appraiser valuing some jewelry without much art or knowledge. It made me angry,” she recalls with a laugh. Without thinking twice, she wrote to Jorge Javier Vázquez, then the host of ‘Sálvame’: “I literally told him: ‘When you want a qualified appraiser with art and flair, contact me.'”
They called her two weeks later. Her first appearance involved appraising the jewelry of Alba Carrillo and Feliciano López, and she hasn’t stopped since: “From there, I moved on to valuing pieces belonging to Rocío Jurado, María del Monte, Georgina… Then came Antena 3, Televisión Española, and ‘Equipo de Investigación’. Each program was a new opportunity, and my followers kept growing non-stop.”
On social media, Isabella has successfully translated her natural and approachable personality. “There are no jewelry influencers, and that has allowed me to open my own space. My social media accounts are my ‘sweet spot’; I take care of them every day. I don’t let anyone else manage them for me; I prefer to do everything myself.”
Despite the glitter and glamour, Isabella does not lose sight of the reality of the sector.
One of her next steps will be launching a collection in Dubai, focused on pearls and uncommon stones like tanzanite. “It’s a shame to have to go abroad, but there is a very strong jewelry culture there. I want to take Spanish high jewelry to another level.”
Furthermore, she is working on a project to officially certify jewelry sold in Spain, a service she wants to offer to jewelry stores that do not have gemologists on staff.
Among the many anecdotes she has accumulated as an appraiser, there is one she never forgets. “A lady of about eighty-five asked me to come to her house to appraise a stone that, according to her, was from her grandmother. She thought it would solve all her problems. When I examined it, I had to tell her it was crystal. She broke down, crying in my arms. It was extremely tough. Since then, I insist a lot on certifying everything.”
Isabella also highlights the female presence in the field of gemology.
Of all her television experiences, she holds a special affection for ‘Sálvame’ and ‘Equipo de Investigación’.
Over time, Isabella Seijo has become a recognized figure in the world of jewelry and on social media. A woman who has skillfully united craft, art, and communication with disarming naturalness.
