Page 5 - AIT0419_Schmuckdesignerin

M rs Seidler, how much of an architect do you still have in you?
I'm still very interested in architecture. I can also see that – sometimes more,
sometimes less clearly – in my pieces of jewellery. I still understand why I decided
to studied architecture at the time, although I subsequently never worked as an ar-
chitect. The person who made that decision back then, it's still me. Furthermore,
both disciplines have a lot in common. Both are creative professions. Back then,
the processes in architecture seemed to me to be tedious and complicated. I wan-
ted to be as close as possible to the finished product.

r For what reasons and in what way did you seek and find your professional
fortune in jewellery design?
After graduating in architecture in Bremen, I started an internship at a goldsmith’s
workshop in Hamburg, where I later did my apprenticeship, which I was able to
shorten due to my completed studies. Interestingly enough, goldsmiths also speak
of "building" a piece of jewellery. The training was extremely meaningful, because
I also learned how to run a shop, talk to customers, and calculate cost and prices
of the products – this is extremely important knowledge for my future self-employ- Fotos Cube: Johann Clausen
ment.

r Timelessness is a highly valued criterion in architecture. In jewellery design, Serie Cube: Ein Würfel ist ein Würfel ist ein Würfel. • Cube series: A cube is a cube is a cube.
too, this aspect seems to be very important to you.
I'm glad you see it that way. I'm with you on this. I consider my jewellery to be as
timeless as modern architecture. There is a more or less clear time reference that
spans several decades. At the same time, I am also interested in the zeitgeist of „Einfach machen!
today, which I cannot and do not want to escape at all. However, this is much Ich entscheide sehr viel intuitiv.“
more reflected in the production method, for example by having prototypes produ-
ced using 3D printing technology. Felicitas Seidler

r As a rule, architects themselves do not lend a hand on the construction site.
How important is it for you to produce something yourself and "do your own
thing" – independent of specialist planners, authorities, and developers?
Well, I'm not completely independent either! I am dependent on other companies
and suppliers. However, it is very important for me to be able to look at my day's
work in the evening. This is another reason why I wanted to start my own business
and not just be an executor for others. I like to work with my hands and hardly
have to do any theoretical planning. I make almost no sketches, I always work di-
rectly with the material after I have formulated an idea in my head. So, my work is
much more direct than that of an architect.
Zukunft
r Creativity is one thing, business another. Which sales and marketing chan-
nels are important to be successful?
The mainstay, of course, is my own shop. Besides that, I sell my pieces in shops of braucht Raum.
other parties in Berlin, in Germany, and in other European countries. I've never
been to a jewellery trade show. I can't actually supply many more shops than I do
at the moment, because I produce everything myself. Additionally, I'm currently
setting up an online shop. I get positive feedback on Instagram, which is the only
PR and marketing platform I use so far. The scale of my label suits me well. So, I
don't really want to make that much more effort. There would certainly be count-
less possibilities.

r There are a lot of small jewellery labels in Germany. Among the jewellery de-
signers are many lone fighters. How easy or difficult is it to make a name for
oneself in the industry?
It depends what your aspirations are. If you aim high, a functioning PR and marke-
ting machine is certainly necessary. As I said, I am actually quite satisfied with my
current standing, because I have found my own niche. I don't want to be "incredi-
bly successful" at all. I still enjoy my work, I make every piece myself. This would
no longer be possible from a certain point on, because I would have to hand over
production to someone else, and I don't want that. My customers appreciate me
for this attitude, and this approach is conveyed to them without saying anything
Projekt: Merck Innovation Center
when they visit me in my shop. I am a jewellery label and a goldsmith in one. That
alone is something special. And I don't want to give up on that, even though it may
restrict my expansion.