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Life & Work with Alexandra Cerda

Today we’d like to introduce you to Alexandra Cerda.

Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
I began Mujer De Joyas towards the end of 2020, our first pandemic year. In the midst of the chaos, I was furloughed from my Netflix job, I went through a breakup that led to a restraining order, I took a class called Hood Herbalism which propelled me to find an Ayurvedic Certificate program, I developed a more intimate relationship with crystals, and I met someone who supported my dreams and encouraged me to start my business. It’s a lot to take in, so let me start with the Netflix job. I have considered myself a filmmaker since 2015. That year, I had the privilege to experience Bologna, Italy and wanted nothing more than to capture every moment on video for my parents back home in East LA. Immediately, I learned that 4 hours of video was an unrealistic amount of footage to watch, so I was determined to learn how to edit everything into 15-minute YouTube videos. While living in Italy, I joined a film collective where I learned more about direction and production. It was then I decided I wanted to do film in LA. Sounds like something so typical, but I’m from East LA where Hollywood and its productions are so close yet in another world all together.

I took up space as a queer Chicanx Mujerista in a predominantly white cis male environment, but then the pandemic hit and I was the first editor to be furloughed. Mujer De Joyas has become a space for my many hobbies and talents. I now produce mini-films for the brand with my own direction, videography, and photography – everything is self-produced mainly because I am still a one-woman show but also because I thoroughly enjoy multiple art forms. Art has saved my sanity over and over again. Going through a serious breakup rekindled my relationship to spirit. I found peace in mother nature and began to practice curanderismo which led me to an Ayurvedic program that teaches the power of Indian holistic medicine and touches on gem healing. Simultaneously, I was collecting crystals for meditation and felt empowered when I carried them with me. All of these factors contributed to my vision of creating amulets made of natural, hypoallergenic materials for people who like me could use extra protection, meditation, and love. I ended up meeting someone along the journey who loved and accepted me fully and would tell me to go for it, to start my business for myself. Mujer De Joyas has been an amazing source of healing that has attracted a loving community. I’m so grateful for all of the experiences that have led me here and to all of the amazing humans I’ve met along the way.

I’m sure you wouldn’t say it’s been obstacle free, but so far would you say the journey has been a fairly smooth road?
The road here has been bumpy, but Mujer De Joyas has brought so much positivity making it all worthwhile. Surprisingly, the worst experience I have been through with my business has been a cyberbullying attack from another “spiritual” business. It’s unfathomable how people out there will try to monopolize a space that has existed well before them and disturbing that said persons could drag others without knowing them. At the moment of the attack, I wondered if I really wanted to continue to put myself out there as a businessperson because I was opening myself to so much mal de ojo or evil eye. But part of the reason I began my business was to protect against mal de ojo while raising my own vibrational energy, so I decided I would continue to create amulets for people called to healing. I am on a great journey of healing through my craft, curanderismo, and Ayurveda. I feel connected to spirit more than ever. I continue unafraid and confident that life will guide me towards greater people, places, and situations.

Appreciate you sharing that. What else should we know about what you do?
I am a multitalented creative. I love jewelry design, photography, videography, directing, producing, painting, ceramics, digital art, etc. I will always create! I decided to focus on jewelry design for my business because I could blend my spiritual practices with my art creating amulets for protection, meditation and love. My art has been slowly shifting because crystals are becoming scarcer and it’s become more difficult to ensure ethical sourcing. I am beginning to use more manufactured materials like opalite, swarovski, Czech beads, dyed glass beads, wood, etc. Mujer De Joyas means Woman Of Jewels. The jewels may change, but the Mujer and good vibrations are here to stay!

Is there any advice you’d like to share with our readers who might just be starting out?
Go for it! A hater will stay drinking haterade, so don’t let anyone’s negativity bring you down. Use the heat or the anger in your body to rise above the bs and create. Give birth to your passions and do everything with good intentions. The intentions will reveal themselves through your actions. Much love to you! Y échale ganas!


  • Necklaces start at $20
  • Rings start at $11.11
  • Crystals start at $3.33
  • Bracelets start at $15
  • Earrings start at $15

Contact Info:

Image Credits

All photos are taken by me @theemujer

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