Of the many fashion-forward shows on Netflix, few get as much buzz as Emily in Paris—social media users readily admit they watch the show (now in its fourth season) for the clothing and accessories that the characters wear.
With a ton of online chatter about who wore what and how viewers can get their hands on the jewelry Emily or her best friend, Mindy, sports, it’s a coup for any brand to have its pieces on the show. Guzema Fine Jewelry, based in New York, is one of the lucky companies to win a placement: Rings from its Moï, Classic, and Light My Fire! collections appear in Season 4 episodes.
“Since our brand is now in New York City, it felt like sending a little part of our origins on a journey to Paris,” says founder Valeriya Guzema. “She is so expressive with her hands, you really see the rings a lot on the show.”
Other jewelry brands are jumping in to offer suggestions as viewers ask themselves, “What would Emily Cooper wear?” For example, Tiny Tags founder and CEO Melissa Clayton points to her brand’s lockets, which blend elegance with sentimentality.
Sarah Ortega of Sarah O. Jewelry would go with a sparkly, distinctive pair of earrings, like her Harlem Half Moon diamond earrings. “Wear them in the office or when you’re being whisked away in Rome on the back of a moped—they’re helmet-approved,” Ortega says.
Miraco’s Samira Baraki considers Emily in Paris jewelry simple and demure, meant to balance the statement apparel Emily wears. Baraki recommends delicate necklaces, mix-and-match rings, and small earrings with texture and sparkle, such as Miraco’s Allumare diamond huggie.
Guzema says having her jewelry on Emily in Paris is a thrill as a fan and a designer. “My reaction was a mix of excitement and gratitude—it’s a big milestone for our brand, and it’s wonderful to see our jewelry resonating with such a global audience,” she says. “The city itself is synonymous with fashion and romance, and to have our designs featured there was truly an honor.”
It was cool for Guzema to discover how well her aesthetic as a jewelry designer—a minimalistic expression of feminine elegance—suited Emily’s fabulous wardrobe throughout Season 4’s up and downs. She says she watched Emily in Paris long before her jewelry made its debut on the show and enjoys how fun Emily’s life appears and how stylish everyone in Paris looks in episodes—it’s like Paris and Parisian life are the stars.
“Seeing our pieces on both Emily and Mindy, two of the leads of the show, was an incredibly proud moment. It felt surreal to see our jewelry not only worn by one of TV’s most beloved characters but also styled so beautifully, in the picturesque setting of Paris,” says Guzema.
“The connection to work with the show happened through our PR agency Luxury Brand Group and our ongoing strategy to collaborate with international stylists and costume designers,” she explains. “Caroline Simon of Sparkles & Bubbles in Paris approached LBG on behalf of the show’s styling team. The wardrobe team for the show was looking for unique pieces that embody elegance and sophistication—qualities that align perfectly with Guzema Fine Jewelry.”
Among the Guzema jewelry selected for the series were white gold and yellow gold Essence rings, which Emily wore stacked. Guzema says she was especially pleased to have these rings from the Moï collection chosen because the letter ï is unique to Ukrainian, her native language.
Her team also offered Emily in Paris Guzema’s Multi Orb and Match rings because they capture the brand’s essence, Guzema says. “These pieces are some of my favorites because they embody the balance between classic elegance and modern flair that defines our brand. They’re not just accessories; they’re statements of style and personality.”
The first five episodes of Emily‘s fourth season were released Aug. 15 and have been among Netflix’s top English-language hits. The second part of the season will come out on Sept. 12.
Created by Darren Star of Sex and the City fame, Emily in Paris premiered in fall 2020 and stars Lily Collins in the title role. For Season 4, Emily in Paris is styled by costume designer Marylin Fitoussi and her assistant, Herehau Ragonneau.
Netflix is capitalizing on the show’s popularity among fashionistas, partnering with Google Lens so viewers can scan looks from the season and be directed to similar fashion items to purchase.
Top: Guzema Fine Jewelry and its Multi Orb ring ($1,830) have become TV stars with their appearance on the Netflix series Emily in Paris. (Photos courtesy of Guzema Fine Jewelry)
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