Interview with Ensieh Yazdani

Ensieh Yazdani ("EY") interviewed on Monday, 6 January.

Could you please tell us about your experience as a designer, artist, architect or creator?

EY : I have been in the jewelry design industry for several years, and during this time, I have significantly developed my skills and expertise in this field. My journey as a designer has been deeply fulfilling, starting with a strong passion for drawing from a young age, which eventually evolved into a profound love for jewelry design. Although my degree is not directly related to design, I have completed specialized training courses at reputable design academies. These courses have provided me with the necessary skills and knowledge to succeed in the field of jewelry design, equipping me with the tools to execute intricate and creative designs. Working with a diverse range of clients has been an incredibly valuable experience. My commitment to craftsmanship and creativity has earned me recognition and appreciation from various clients who highly value my work. The bespoke pieces I have designed have been highly praised for their elegance and uniqueness. I continuously strive to push the boundaries of creativity and beauty in my work. Each project and collaboration has contributed to my growth and development as a designer, and I am dedicated to delivering the highest quality in every piece I create.

How did you become a designer?

EY : From a young age, I was always fascinated by the beauty and intricacies of art. My passion for drawing and creating was evident, and it naturally evolved into a love for designing jewelry. Although my degree was not related to design, I took specialized training courses at a design academy to acquire the necessary skills and knowledge. My journey began with a strong internal drive to create beautiful and meaningful pieces. I remember being captivated by the elegance and detail in jewelry pieces I saw growing up, and this sparked my desire to pursue a career in jewelry design. There wasn't a specific person who influenced my decision; rather, it was an innate passion for art and design that guided me. To become a designer, I started by taking courses to hone my skills. I learned about various aspects of jewelry design, from sketching to crafting techniques. Additionally, I gained valuable experience by working with established designers and companies in the industry. These experiences allowed me to develop my unique style and understand the intricacies of the trade. Over the years, I've had the opportunity to collaborate with some of the most prestigious names in the industry and create bespoke pieces for clients worldwide. My journey as a designer has been deeply fulfilling, and I continue to push the boundaries of creativity and elegance in my work. My interest in art and design was sparked by the beauty I saw in everyday objects and the desire to create something unique and timeless. The joy of transforming raw materials into exquisite pieces of jewelry is what drives me every day.

What are your priorities, technique and style when designing?

EY : 1.User-Centric Design: My first priority is always the end-users. I strive to consider their needs, preferences, and experiences in every project I work on. This ensures that the final result is engaging and beneficial for the users. 2. Innovation and Creativity: I constantly seek new and creative ideas. In every project, I try to provide unique solutions that combine classical design methods with modern digital tools, pushing the boundaries of art and design. 3. Attention to Detail and Quality: High quality and attention to detail are fundamental principles in my work. I approach each project with great care and sensitivity, aiming to execute all aspects of design to the highest possible standard. Central Theme and Technology in Design: All my projects have a central theme that inspires and guides my design. This theme usually reflects a specific idea or concept that I want to convey through my design. Digital Tools and Mock-Ups: I use a combination of digital and traditional tools. Utilizing computer-aided design and rendering software helps me visualize and refine my ideas digitally. At the same time, creating mock-ups and physical models allows me to grasp the real dimensions and tactile sense of my designs. Approach to New Projects: When starting a new project, I begin by researching and understanding the client's needs and user requirements. Then I gather ideas and inspiration to develop an initial design. After reviewing and refining the design, I move on to the production phase, ensuring that every detail is meticulously crafted.

Which emotions do you feel when designing?

EY : When I'm designing, I experience a wide range of emotions. Initially, there's a sense of excitement and curiosity as I brainstorm and conceptualize new ideas. This phase of the design process is incredibly thrilling because it's where the possibilities are endless, and creativity knows no bounds. As I move forward with the design, I feel a sense of joy and satisfaction in seeing my ideas take shape. The journey of refining and perfecting the design is both challenging and rewarding. Every step, from sketching to selecting materials, brings its own set of emotions, including pride in my craftsmanship and a deep connection to the piece I'm creating. The most exciting part of the design process for me is witnessing the transformation from concept to reality. The moment I see the final product, I experience a profound sense of accomplishment and fulfillment. It's incredibly gratifying to know that something I envisioned has come to life and can bring joy to others. Designing fulfills me by allowing me to express my creativity and passion. The process of creating something unique and beautiful brings me a great sense of happiness and satisfaction. I find immense pleasure in the details and intricacies of each piece, knowing that my work can evoke emotions and create lasting memories for those who wear my jewelry.

What particular aspects of your background shaped you as a designer?

EY : Useful Non-Design Skills for Designers: 1. Effective Communication: One of the most important skills that has contributed to my success is the ability to communicate effectively with teams, clients, and colleagues. This skill has helped me convey my ideas clearly and strengthen my collaborations. 2. Time and Project Management: The ability to manage time and projects has enabled me to complete projects on time and with high quality. This skill has allowed me to work on multiple projects simultaneously and make the best use of my time. 3. Analytical and Problem-Solving Skills: The ability to analyze problems and come up with effective and creative solutions is another crucial skill. This skill has helped me approach challenges and obstacles with an open and innovative mindset. Major Influences on Design Work: The biggest influence on my design work has undoubtedly been my professional experiences and education. Working with diverse brands and projects has given me the opportunity to gain different perspectives and expand my skills. Design Journey: My journey as a designer has been full of learning and valuable experiences. From starting with small projects and experimenting with different methods and styles to collaborating with major brands and participating in international exhibitions, each stage of this journey has helped me become a better designer.

What is your growth path? What are your future plans? What is your dream design project?

EY : My growth path has always been a combination of personal and professional development. As a designer, I continuously seek to learn new skills and improve my abilities. From attending courses and workshops to interacting with other designers and artists, I always look for opportunities to grow and progress. In the future, I intend to expand my design business and take on larger and more challenging projects. Additionally, I want to work in new areas such as sustainable design and the use of innovative technologies. I hope to make a positive impact on society and the environment through innovative projects and designs. My dream design project involves creating international design companies and a renowned jewelry brand worldwide. My goal is to create unique and attractive designs using the skills and creativity of international teams that can be recognized globally. Creative Growth My creative growth includes learning and utilizing new methods and technologies in design and jewelry-making. I constantly seek innovation and improvement in my skills to create unique and cutting-edge designs.

What are your advices to designers who are at the beginning of their career?

EY : Advice to Aspiring Designers: 1. Creative Independence: One of the important pieces of advice I want to give to aspiring designers is to maintain your creative independence. Always trust your ideas and execute them in the way you believe. Imitating others can limit your creativity. 2. Persistence and Commitment: The path of design is full of challenges and obstacles. It is important to maintain your persistence and commitment and stay motivated towards your goals. Do not fear failures and setbacks, as they are part of the learning and growth process. 3. Communication Skills: The ability to communicate effectively with clients, colleagues, and teams is crucial. This skill helps you convey your ideas clearly and succeed in your collaborations. Warnings for Young Designers: One of the things I want to warn young designers about is the importance of paying attention to detail and quality. Always strive to carry out your work with care and attention to detail. Poor quality can negatively impact your reputation. Best Advice Received: One of the best pieces of advice I have received from mentors and colleagues is the importance of continuous learning. Always try to attend courses and workshops and interact with other designers and artists. This helps you learn new skills and benefit from others' experiences. Overcoming Challenges and Growing Knowledge: Throughout my career, I have faced various challenges, including time management, dealing with criticism, and maintaining motivation. To overcome these challenges, I have always tried to use the experiences and advice of others and persistently continue my path. Attending educational courses and workshops, reading reliable sources, and interacting with others have helped me expand my knowledge and expertise.

You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?

EY : Best Practices and Principles: 1. Embrace Iteration: Design is a process of constant refinement. Embrace the iterative nature of design by continually revisiting and improving your work. Don’t be afraid to make changes, even late in the process, if it leads to a better result. 2. Focus on User Experience: Always prioritize the needs and experiences of the end-users. Conduct user research, gather feedback, and test your designs to ensure they are functional and intuitive. A user-centric approach leads to more successful and impactful designs. 3. Stay Curious and Keep Learning: The design field is ever-evolving. Stay curious and continuously seek new knowledge and skills. Attend workshops, take online courses, and stay updated with the latest trends and technologies. 4. Collaborate and Network: Collaborate with other professionals, including those outside your discipline. Networking with a diverse group of people can lead to fresh perspectives and innovative ideas. Building a strong professional network is invaluable for career growth. 5. Maintain High Standards of Quality: Always strive for excellence in your work. Pay attention to detail and maintain high standards of quality. This not only enhances your reputation but also ensures that your designs are durable and timeless. Some Common Mistakes to Avoid: 1. Ignoring User Feedback: One common mistake is disregarding user feedback. It’s crucial to listen to users and incorporate their input into your designs. This can help identify potential issues and improve the overall user experience. 2. Overcomplicating Designs: Simplicity is key in design. Avoid overcomplicating your designs with unnecessary elements. Focus on clarity, functionality, and aesthetics to create elegant and effective designs. 3. Neglecting Documentation: Proper documentation is essential for the success of any project. Keep detailed records of your design process, decisions, and iterations. This can help in future projects and ensure consistency. Tips and Shortcuts: 1. Leverage Technology: Utilize digital tools and software to streamline your workflow. Tools like CAD, 3D modeling software, and project management apps can save time and enhance precision. 2. Develop a Personal Style: While it’s important to be versatile, developing a unique personal style can set you apart from others. This can become your signature and make your work easily recognizable. 3. Experiment and Take Risks: Don’t be afraid to experiment with new materials, techniques, or concepts. Taking risks can lead to groundbreaking designs and innovative solutions. Inspiring Ideas: 1. Sustainable Design: Consider incorporating sustainability into your designs. Use eco-friendly materials and design with environmental impact in mind. This not only benefits the planet but also resonates with conscious consumers. 2. Cross-Disciplinary Inspiration: Draw inspiration from other fields such as art, science, and technology. Cross-disciplinary influences can spark creativity and lead to unique design solutions. 3. Storytelling in Design: Integrate storytelling into your designs. A compelling narrative can add depth and meaning to your work, making it more engaging and memorable.

What is your day to day look like?

EY : Every day, as a jewelry designer, begins with morning planning. Here's a look at my daily routine: I start my mornings by reading news and articles related to design and jewelry. This helps me stay updated with the latest trends and innovations in the industry and gain new ideas for my projects. Next, I check emails and messages from clients, colleagues, and various teams. This helps me stay informed about the status of ongoing projects and tasks, and respond to client inquiries and requests. After checking emails, I work on ongoing projects. This includes initial design, material selection, creating mock-ups and physical models, and holding meetings with clients and colleagues. This part of the day is very creative and exciting. Throughout the day, I take breaks to recharge. During these breaks, I might go for a walk or brainstorm and sketch new designs. This helps me maintain my energy and motivation. During the day, I might have meetings with various teams, clients, and colleagues. These meetings help coordinate projects better and share different ideas and opinions. One of the things that makes me happy during a typical workday is finding inspiration from small details. A small detail in a design or an interesting idea from an article can excite me and enhance my creativity. Interacting with clients and colleagues and hearing their feedback and suggestions also makes my day enjoyable. These interactions help me better meet client needs and expectations and execute projects with higher quality. What Makes Me Happy on Boring Workdays? One of the things that makes me happy even on boring workdays is successfully completing projects and seeing the final result. These moments give me a sense of satisfaction and pride and motivate me to continue my work.

How do you keep up with latest design trends? To what extent do design trends matter?

EY : As a jewelry designer, I believe in striking a balance between following design trends and maintaining my own personal style. Keeping up with the latest trends is important, as it helps me understand what is currently popular and in demand, but it’s equally important to stay true to my unique design aesthetic. Importance of Design Trends: Design trends matter to a certain extent, as they can influence consumer preferences and market demand. Following trends can help attract new customers and keep the brand relevant. However, blindly following trends without incorporating my own style and creativity could lead to a loss of originality and identity. How I Keep Up with Design Trends? To stay updated with the latest design trends, I follow a few key practices: 1. Reading Industry Publications: I regularly read design magazines, blogs, and industry reports to stay informed about the latest trends and innovations in jewelry design. 2. Attending Trade Shows and Exhibitions: Participating in trade shows and exhibitions allows me to see the latest collections from other designers and get a sense of current trends in the market. 3. Networking with Fellow Designers: Engaging with other designers and industry professionals helps me gain insights into emerging trends and exchange ideas. Personal Style and Creativity: While trends are important, I always ensure that my designs reflect my personal style and creativity. My goal is to create timeless and unique pieces that can stand the test of time, rather than just following what’s hip for the season. I believe that my personal touch and distinctive style are what set my designs apart. My inspiration comes from various sources: 1. Nature and Environment: The natural world, with its rich colors, patterns, and forms, is a constant source of inspiration for my designs. 2. Art and Architecture: I draw inspiration from different art forms and architectural styles, incorporating their elements into my jewelry pieces. 3. Cultural Heritage: Traditional and cultural motifs often inspire my designs, adding depth and meaning to my creations. Ultimately, while I keep an eye on design trends, my primary focus is on creating pieces that resonate with my artistic vision and offer something unique to my clients. This approach allows me to stay relevant while maintaining my individuality as a designer.

How do you know if a product or project is well designed? How do you define good design?

EY : The main criteria for judging a good design can include functionality, aesthetics, innovation, and attention to detail. A good design must be functional and efficient. The product or project must meet the users' needs in the best possible way, and it should be easy and comfortable to use. The design should be such that users can use it without any problems. The appearance and aesthetics of a design are very important. A good design should be attractive and pleasing and catch the users' attention. The use of appropriate colors, shapes, and patterns can enhance the beauty of a design and improve the user experience. Good designs are often innovative and creative. Creating something new and unique that didn't exist before can turn a design into a work of art. Innovation can stem from new materials, different techniques, or creative ideas. Another characteristic of good design is attention to detail. Precise details and meticulous work can significantly improve the quality of a design and give it depth and meaning. Unique Features: That one particular thing that I look at in all products or projects and say, "Aha! That's it," is the design's ability to create a strong emotional experience for the users. When a design can evoke positive emotions and satisfaction in users, I can say that the design is well done.

How do you decide if your design is ready?

EY : Deciding whether a design is complete and ready is one of the main challenges in the design process. As a designer, I usually go through several stages of review and revision to reach the final result. The moment I feel that the design meets all the needs and expectations and no important points remain for improvement, I can say that the design is ready. Can a design be complete? Perhaps this question remains unanswered, as there is always room for improvement. Designs can be enhanced over time and with changing user needs and preferences. But as a designer, I have to determine a moment when the design is sufficiently complete and efficient to move on to execution. The decision to stop improving a design and move on to other projects depends on several factors: 1. Time Deadlines: Sometimes time constraints and deadlines make it necessary to move the design to the execution phase, even if there is still room for improvement. 2. Resources and Budget: Resource and budget limitations can also play a significant role in the decision to stop improving a design. 3. Needs Assessment: When the design meets all the users' needs and expectations and performs well, I can say that the design is ready and I can move on to new projects. Continuous Review and Improvement: As a designer, I always have the urge to review and improve previous designs in my mind. But a balance must be struck between continuous improvement and moving on to new projects. My goal is to create designs that are both high-quality and functional. Positive user feedback is a sign of a design's success. Additionally, the design must perform well and have a positive impact on users and society.

What is your biggest design work?

EY : One of the projects I am particularly proud of and spent a significant amount of time designing and realizing is the Affinity ring. This ring won the A’Design Award, and its design idea was inspired by the Heydar Aliyev Center in Azerbaijan, one of the masterpieces of architecture and design by Zaha Hadid. I designed this ring because I wanted to create a piece of art that could combine the aesthetics of modern architecture with the art of jewelry, while also incorporating elements of heritage and tradition. My initial idea was to draw inspiration from the curved and dynamic lines of the Heydar Aliyev Center and recreate it in the form of a beautiful and unique ring. The design of this ring involved various stages of research and review, brainstorming, material selection, creating initial models, and finally, the final execution. Like all projects, this one also came with its own set of challenges, including time and budget management. However, with collaboration and perseverance, I was able to overcome these challenges and achieve the final result. This ring has given me a great sense of satisfaction and fulfillment. One of the most pleasant moments in the process of designing and realizing this project was seeing the positive feedback from users and the positive impact it had on society. Currently, I am working on several new and exciting projects. One of the projects I am particularly interested in is a project aimed at creating a new product or design using innovative technologies and sustainable materials. This project gives me the opportunity to challenge my creativity and seek innovative solutions.

Who is your favourite designer?

EY : One of the designers I find incredibly inspiring as an individual is Zaha Hadid. She is not only recognized as a prominent architect and designer, but her unique personality and distinct perspectives are also very inspirational. Her creativity and courage in breaking traditional design molds have always impressed me. One of the designers I highly admire for their outstanding designs is Philippe Starck. Through his innovative and creative designs, he has made a significant impact on the world of design. From furniture to interior design, Starck always surprises me with his fresh and unique ideas. If I had the chance to talk with a deceased designer, without a doubt, I would love to speak with Charles Eames. He, along with his wife Ray Eames, made a tremendous impact on modern design and furniture. Their ideas and perspectives continue to inspire today's designs. In my opinion, one of the most iconic designers of all time is Le Corbusier. His remarkable works in modern architecture and innovative viewpoints have left a deep impact on the world of design. One of the designers who has had the most influence on our understanding of good design is Dieter Rams. His ten principles of design continue to serve as a reference in the field and have significantly impacted modern product design. Among architects, artists, and designers, I particularly admire the works of Frank Lloyd Wright, Isamu Noguchi,and Sandy Skoglund. Each of these individuals has left a profound impact on the world of design with their unique ideas and perspectives.

Would you tell us a bit about your lifestyle and culture?

EY : Favorite and Inspiring City: One of the cities I particularly love and draw inspiration from is Shiraz in Iran. This city, with its combination of historical and modern architecture, rich culture, and beautiful natural landscapes, provides an inspiring environment for creativity and design. The Role of Music in the Creative Process: Music is an important part of my creative process. Listening to different types of music, from classical to electronic, helps me find new and innovative ideas for design projects. Music creates a calming and motivating environment that aids my focus and creativity. Influence of Culture on Design Projects: My culture has a significant impact on my design projects. Cultural elements, traditions, and heritage are always present in my designs, giving them depth and meaning. These cultural influences help me create authentic and unique designs that reflect my identity and history. Current Location and Ongoing Projects: I am currently in Iran, working on several new and exciting projects. One of the projects I am particularly interested in aims to create a new product or design using innovative technologies and sustainable materials. This project gives me the opportunity to challenge my creativity and seek innovative solutions. Importance of Good Design for Societal Advancement: I believe that good design is essential for the advancement of society. Good designs can improve the quality of life, create more beautiful and functional environments, and help solve complex problems. Designs that meet the needs and expectations of users can have a positive impact on society and the environment. Small but Positive Changes Thanks to Design: Design has helped me make small but positive changes in my life. For example, using open workspaces and proper lighting in my work environment has increased my productivity and creativity. Additionally, functional and beautiful designs in my home and living environment have made me feel more comfortable and relaxed.

Would you tell us more about your work culture and business philosophy?

EY : My work culture is based on collaboration, creativity, and innovation. I value creating an open and friendly environment where everyone can freely express their ideas and opinions. Building a friendly workspace and respecting colleagues and partners are my top priorities. Collaboration with Partners and Colleagues: I work both independently and with various partners and colleagues. I believe that collaborating with different people and leveraging diverse skills and perspectives can enhance the quality of work and lead to innovative designs. Selecting partners and colleagues is based on their abilities, creativity, and alignment with my work culture and values. When looking for people to collaborate with or hire, I focus on several key traits: 1. Creativity and Innovation: Individuals who can generate new and unique ideas. 2. Teamwork: Individuals who can cooperate and coordinate well with others. 3. Responsibility: Individuals who take responsibility for their work and are committed to their tasks. 4. Flexibility: Individuals who can adapt to changes and face challenges. Core Challenges of My Profession: The design profession comes with various challenges, including time and budget management, meeting the diverse needs and expectations of users, and creating designs that are both beautiful and functional. One of the main challenges is maintaining a balance between creativity and functionality in designs. My Job Responsibilities: My job responsibilities include researching and analyzing market trends and needs, brainstorming and designing, selecting materials and execution methods, overseeing the production process, and evaluating the final design quality. Additionally, maintaining communication with clients and colleagues and providing periodic reports are also part of my responsibilities. Characteristics and Personal Traits of a Good Designer, Artist, or Architect: A good designer, artist, or architect should possess the following characteristics and personal traits: 1. Creativity and Innovation: The ability to generate new and unique ideas. 2. Attention to Detail: Precision in work and attention to small details. 3. Flexibility: The ability to adapt to changes and face challenges. 4. Strong Communication Skills:The ability to effectively communicate with clients and colleagues. 5. Commitment and Responsibility: Dedication to completing tasks to the best of their abilities and accepting responsibilities.

What are your philanthropic contributions to society as a designer, artist and architect?

EY : My Role as a Designer in Society: As a designer and artist, I believe in giving back to the community that nurtured me. I actively participate in workshops and educational programs and am willing to do pro bono work for non-profits and community-based projects. Artists, designers, and architects can use their creativity to create positive changes by engaging in humanitarian projects. The Essence of Good Design: Good design has the ability to solve problems, enhance functionality, and create meaningful and aesthetic experiences. It can improve the quality of life and have a lasting positive impact on individuals and communities. Supporting and Providing Opportunities for Young Designers: I actively participate in events and conferences to support young designers. I also collaborate with educational institutions and offer internships, apprenticeships, and collaborative projects to help young professionals gain practical experience and develop their skills. My goal is to create a supportive and inclusive work environment that empowers the next generation of creative minds.

What positive experiences you had when you attend the A’ Design Award?

EY : Positive Experiences at the A' Design Award: Attending the A' Design Award was an incredibly enriching experience. I had the opportunity to meet and network with other talented designers from around the world, which allowed me to exchange ideas and gain new perspectives on design. The event also provided a platform to showcase my work to a global audience, which boosted my confidence and motivation. Three Main Benefits of Participating in Design Awards and Competitions: 1. Exposure and Recognition: Participating in design awards and competitions provides exposure to a wider audience, including industry professionals, potential clients, and the media. It helps in building a designer's reputation and gaining recognition for their work. 2. Networking Opportunities: Design competitions often bring together a diverse group of designers, industry experts, and thought leaders. This creates valuable networking opportunities that can lead to collaborations, partnerships, and career advancement. 3. Skill Development: The competitive nature of design awards pushes designers to continually improve their skills and innovate. The feedback received from judges and peers can also provide valuable insights for personal and professional growth. Contribution to Career and Design Skill: Design awards and competitions contribute significantly to a designer's career and skills. Winning or even participating in these events can enhance a designer's portfolio, making it more attractive to potential clients and employers. It also provides a sense of accomplishment and validation, which can be highly motivating. Additionally, the exposure to different design styles and critiques helps in honing one's skills and staying updated with industry trends. Importance and Relevance of Design Competitions: Design competitions are important and relevant because they encourage creativity, innovation, and excellence in the field. They provide a platform for designers to showcase their talents and gain recognition for their hard work. Competitions also foster a sense of community among designers and promote healthy competition, driving the industry forward. Feeling about Being the Designer of the Day: Being named the Designer of the Day is an incredible honor and a testament to my hard work and dedication to the craft. It feels immensely rewarding to be recognized by my peers and industry experts. This recognition not only boosts my confidence but also inspires me to continue pushing the boundaries of design and striving for excellence.

Ensieh Yazdani Profile