INTERVIEW WITH PETRA HIGBY: What are you carrying into February?

At Goldstories, we’re drawn to founders who lead with intention— people who build not just products, but experiences rooted in connection, memory, and care.

This month, we sat down with Petra Higby, CEO and founder of The Caviar Co., to talk about what it means to reimagine tradition, create joy through everyday rituals, and grow a brand without losing sight of who you are.

From the story behind The Caviar Co. to the lessons Petra has learned along her journey as a founder, this conversation is a reflection on confidence, clarity, and the quiet power of staying rooted in what matters most.

Tell us the story of how The Caviar Co. came to be.
What inspired you to start the company?

The Caviar Co. was born out of a simple idea: luxury food doesn’t have to feel intimidating or exclusive. It can be joyful, approachable, and meant to be shared. From the beginning, I was drawn to the sense of celebration that caviar brings. It has this incredible ability to turn even a casual moment into something memorable, whether it’s a birthday, a dinner with friends, or just a “let’s make tonight special” kind of night.

I’ve always said there’s a caviar for every day of the week. That belief really shaped how I wanted people to experience it, not as something reserved only for rare occasions, but as something that can fit into everyday life in its own way.

What inspired me most was the opportunity to build a brand that feels personal, one that’s rooted in hospitality, connection, and creating experiences. I wanted to reimagine how people interact with caviar. Over time, it became so much bigger than a product, it became a community and a way of bringing people together through food, storytelling, and celebration.

What lessons have you learned along your journey as a founder, especially the ones you didn’t expect at the start?

One of the biggest things I’ve learned is how much you can truly rely on your people. I’ve been incredibly inspired, and honestly in awe, of how supportive people have been since day one. There’s something powerful that happens when people band together around a mission. You realize you’re not building something alone, and that kind of support can carry you through hard seasons and make the wins feel even more meaningful.

Another big lesson has been learning the value of pausing. We’ve been moving so fast the last few years that I didn’t always take time to look down and breathe. It’s been fun and exciting, but I’ve learned how important it is to slow down long enough to make sure you’re making the right decisions, thinking things through, and building something sustainable. Sometimes the smartest move isn’t going faster, it’s creating space to be intentional.

Is there a daily ritual you return to?

I don’t really have a daily ritual in the traditional sense, but one thing I always come back to is calling my husband, Alex, on my way home from work. I’m genuinely excited to tell him about my day, what happened, what I’m thinking about, what made me laugh, what I’m working through. Even if he’s busy cooking dinner or trying to finish his own work, I’ll keep him on the line talking and talking… and he always stays on. It’s a small thing, but it grounds me. It’s the moment where I shift out of work mode and back into myself.

As you step into February, what story are you carrying forward?

The story I’m carrying forward is being unapologetically myself, and accepting that fully. Coming into this year, I feel like I know who I am. I know who I want to be, and I know how I want to make others feel. That clarity feels powerful.

February, for me, is about leaning into that confidence and letting it guide how I show up: in leadership, in relationships, and in the choices I make. It’s about trusting my voice, staying rooted in what matters, and continuing to grow without shrinking myself to fit a version of who I think I “should” be.

Goldstories is rooted in memory, meaning, and the stories we carry.
Is there an object, ritual, or piece you return to that holds personal significance for you and why?

Jewelry holds the most meaning for me, it’s one of the most beautiful ways to hold onto a memory. It becomes a physical reminder of a person, a moment, a season of life. When my grandmother passed away, I was lucky enough to receive some of her pieces. My mom would tell me the stories behind them, where they came from, who gifted them, or what was happening in her life when she bought them. Those stories gave the jewelry so much life. It wasn’t just something pretty, it was history, love, and connection you can actually wear.

One of the most meaningful pieces I have is the first piece of fine jewelry my grandfather gave me when I was five years old (for my mom to keep safe at the time, of course). I still have it today, and I feel special every time I wear it. What makes it even more emotional is that I also have the note he wrote to go with it, typed on his typewriter, and it makes me tear up every time I read it. It said:

“Dear Petra,
Here is a present I hope you can keep for ever as it carries with it my love for you. When you wear it you will never be alone because I am there with you.
I love you very much, Ray”

He wrote another note too, since he gave one to my sisters as well:

“Dear Kara, Saskia, and Petra:
I hope you let your mother keep this for you and let you wear it on special occasions until you are a little older.
If you keep it and do not lose it, maybe some day you can give it to your daughter if you are so fortunate as to have one.”

It’s such a simple, beautiful reminder of how objects can carry love, and how memory can live on in the things we keep close.

What’s your favorite Goldstories piece?

It’s hard to choose, but I love all of the malachite pieces, especially the fold ring that was a collaboration with Erin Hupp. Green really speaks to me right now and sparks a lot of joy. Malachite feels bold but grounded, and it’s one of those stones that instantly makes a statement while still feeling timeless. The fold ring in particular feels personal and wearable, the kind of piece that becomes part of you.