In this article, we focus on all those essential aspects so that you can start creatively with your jewelry brand. Knowing how to photograph jewelry correctly is undoubtedly one of those facets to which we pay special attention. That is why we want you to meet David Cerdà, a well-known photographer from Barcelona, and a fundamental teacher in numerous workshops.

As you already know, photography is the most important visual content in a jewelry brand, and today we have the opportunity for you to meet David, his work and how much he can teach you about how to photograph jewelry and thus communicate the values of your brand to connect with clients.

David, how did you start with photography?

A bit of a coincidence. When I was 12 years old, I found my father's old camera in a closet, and I started using it to take pictures of family and friends. My brother studied photography and gave me black and white film that he later developed. When I was 18 years old, I started working professionally taking photos of concerts and people.

My first client was Atari USA, and some specialized music magazines. Two years later I did my first model photo test, working for a famous agency in Barcelona. And very soon after I started making fashion and accessories catalogs.

What do you like the most about photography?

It's a cliché, but it's really about capturing the moment. Whether it's a facial expression or a fleeting reflection, a flash of lightning or a special moment, being able to gaze at something ephemeral and indulge in it is something that provides great satisfaction. Otherwise those brief moments would be lost in our memory. It's like stopping time.



If you could photograph only one thing, what would it be?

People. You could take photos of thousands of people every day, and you would never, never get two identical photos. The human being is an inexhaustible source of inspiration and change.

When we talk about photographing jewelry, what has been your experience in this field?

My most abundant work has been in the world of fashion, so accessories and jewelry, such as black diamond ring, are implicit in it. In jewelry, I have worked for many manufacturers and designers, such as Segal Jewelry, creating from internal use catalogs to commercial catalogs and advertising campaigns.

In order to photograph jewelry, can a normal person learn to take professional photos?

Photographing jewelry is not easy, but yes, of course. You can learn anything, it is only a matter of will and invest time and effort in it. It will cost some people more and others less. But in the end, you get results.

For our trainees, what would be the key equipment to start photographing jewelry?

That is a complex issue. Today it is possible to achieve acceptable results with a cellular phone. What happens is that when the photos turn out well you don't know exactly why, and you are at the mercy of luck in that regard. Cellular phones have - and will have - many limitations.

When you want to photograph jewelry taking the step towards higher quality, you need equipment of a certain feature. The problem with these devices is that they require minimal knowledge to use them effectively. Otherwise, it is usual to find that, with our great and powerful camera, the photos come out worse than when we took them with the mobile.



To photograph jewelry with a certain quality, the equipment that I recommend is: a SLR camera or similar (Sony Alpha 7 type, which is like SLRs but without a mirror) at least mid-range. Equip it with a nice dedicated Macro lens (macro only), and complete the kit with a studio flash.

Nowadays, do you also need editing skills in computer programs to get quality photos?

Definitely. We can't get 100% without finishing the photos on our computer. This is work that the lab technician used to do, but now we have to do it ourselves. If we reject this part of the process, our photos will always be missing “something”. And let's not forget that today's cameras are computers, so it is a natural thing to run the result through an editing program.

What are the latest trends for posting jewelry on Instagram?

The good and the bad of Instagram is the ephemeral and temporary nature of what is published. Thus, the trend is a more casual and fresh photo, than something very elaborate. The good thing about this is that the quality requirements in social networks are really low, giving priority to spontaneity and creativity over quality and technique. It is a fucking point of view radically different from what we would demand of an image to insert it in advertising in more, let's say, permanent media.

What has been your experience at the “InJewelry” Workshop?

We have had students of all levels, and all of them have learned and improved the taking of their photos. As we offer a solid base of knowledge, after the course each student is able to decide the best path for himself. It is clear that a workshop does not make you a great photographer by itself, but it does leave you with a clear map with all the possible paths to follow.

We have been able to follow the path of many alumni, and they have all confirmed that our course is effective. And we have been able to see pictures of them and be amazed at their progress!

Do you have a course or a book that can help us improve the visual content of our brand?

There are many photography books for all levels, and new ones are constantly appearing. I personally like and recommend “High quality digital photography, by Jose M.ª Mellado”.

Which jewelry brand designs you love the most when you photograph them?

I like numerous designs from an array of jewelry brands; each has its own quality and specifications. With time, more brands and designs are penetrating the market – it’s quite hard to mention one specifically.