Interview with Jelena Dinic

Jelena Dinic ("JD") interviewed on Monday, 12 June.

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

JD : It took a long time for me to find myself in the sphere of art and design I am currently in which is designing jewelry. Although has been ever present in my work throughout my career – whether in my job or hobbies – I wasn’t always in the position to do creative work. I’ve been in the jewelry industry for 23 years now, but I learned the process of jewellery production in the workshop of Zlatara Stanimirović in Niš, Serbia. I wanted to use this knowledge of the technical aspect of production to my advantage and start creating my own pieces.

How did you become a designer?

JD : During elementary school was when I first demonstrated a talent in art and fashion and I knew I wanted to create pieces someone would like to wear. I had the good fortune of an art teacher recognizing this and strongly supporting me into choosing art school. At that point, I chose textile design as my specialty and during my schooling I was further strengthened by learning about art history, form theory and other elements of visual art. I realized, during my high school years, that the application of art in various spheres of life is virtually limitless.

What are your priorities, technique and style when designing?

JD : Considering I was classically trained in the field of art, and my training included studying and copying drawings from old masters, it’s my practice to first put my ideas on paper as sketches which I later filter through and expand on. After the idea was conceptualized, sketched, analyzed thoroughly and after I’ve worked through the practical applications of the design, the emotions it’s supposed to convey to its consumer, in accordance with the digital era we live in, I reach for a digital tool and use a 3D software for design modeling. I do appreciate the advantages these tools bring. However, sometimes, when I want a piece of jewelry to be of unique value and have the charm of a handmade item, I roll up my sleeves and pick up my scalpel, chisel and soldering iron to carve a piece of jewelry out of wax.

Which emotions do you feel when designing?

JD : It’s hard to explain the emotional charge that goes through me during the creative process. When an idea first appears, there are many of its variants in my head so I’m slightly undecided which direction to go in. Once I’m certain of what I want specifically, I buzz with excitement and shift all my focus onto realizing my idea, impatient to see the final result. It’s precisely that process of creating which is the peak of my enthrallment and zeal, when the external world ceases to exist. It’s also an incredible feeling having a piece produced and seeing it physically in front me. However, the sense of pride is undeniable when I encounter a person who decided to take my piece home with them because that, to me, is a sign that the end consumer, who the design was meant for, recognized its aesthetic value.

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

JD : When I was a child I learned to sew, embroider, knit... All this has made my hands agile and precise. As I mentioned, before I committed to design only, I used to be involved in jewelry production. While this helped me gain knowledge on the technical process of production, metals, gemstones, it also wired my brain into thinking like an engineer. This allowed me to meet demands which weren’t strictly related to design – examples of this were constructing a kinetic piece of jewelry or a figurine with a moving mechanism.

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

JD : Even though at the start of my career I was afraid I wouldn’t always be full of ideas, as I matured, I came to realize that inspiration is an inexhaustible well and that years of experience only give rise to more new ideas. My goal is to be unique and original in my design, recognizable by my simple, stylized yet sensical creations. Although I’m expanding my sphere of interests to graphic design, illustration and animation, my focus will still remain on jewelry design and creating my own brand.

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

JD : Young designers ought to, first and foremost, learn to believe in themselves. Even though it’s difficult in the beginning and we all face a lack of confidence, obstacles and barriers, they should work on themselves, learn as much as they can, gain practical knowledge and not be afraid of making mistakes because mistakes are bound to happen. They are necessary and will teach them how to avoid them in the future. The best piece of wisdom I’ve ever received, which I would like to give to young designers, is „You can do anything.“ I wasn’t sure of it myself, but I had my family with me who always believed in me, helped elevate my confidence and encouraged me to always reach for more.

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

JD : In a world where we’re flooded with information, trends which come and go at dizzying speeds, you should follow your own internal voice and find the right balance between fitting in and standing out; following trends and having your own personal touch.

What is your day to day look like?

JD : No two days are the same for me. Sometimes, when I have a short deadline to deliver a product to a client, I get up early and start working because I always respect agreements and other people’s time. This is sometimes stressful because the creative process isn’t something you can kick-start whenever you want. If I’m not pressed by deadlines, I like to create a pleasant atmosphere for myself. With music I enjoy, a cup of black coffee, I dive into my world of ideas and I don’t even notice how quickly time passes – that’s when I’m most productive and those days are my favorite.

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

JD : I follow the latest trends, although I have to say I’ve trained my eye into filtering out which designs will forgotten with the end of the season and which will become timeless, a classic. In my design I try to be up to date with trends, but not at all costs. I try to combine my unique style with elements of what’s popular and so maintain my originality. Inspiration is everywhere we look and our planet is an inexhaustible source of it – from a tiny insect in the grass, an unusual flower to a mountain range, the Moon and distant galaxies – you just need a little imagination.

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

JD : I consider the biggest mistake in designing is merely copying the real world. On the other hand, a good design needs to be likeable even to those who aren’t educated in field of art. I, however, as someone who’s well acquainted with art and all its elements, pay attention to those very elements: proportion, composition, lines, color, harmony, contrast, the famous golden ratio… All this impacts my judgement, along with a clever, well thought out idea about implementation and ingenuity.

How do you decide if your design is ready?

JD : I don’t think any designer is ever fully satisfied with their design and it’s difficult to say that a design is complete and there is no room for further improvement. When I analyze my design thoroughly and can justify every piece of it and the design as a cohesive whole – taking into consideration theory of form and the consumer’s needs – when I find that balance, I can say the design is complete. Still, I never exclude the possibility of coming back to an already completed design and getting a new, improved vision of it or use it as inspiration for something new.

What is your biggest design work?

JD : Perhaps it’s not my best design, but it’s certainly one of my favorites. It’s a jewelry set inspired by the butterfly and the movement of its wings. It holds great value to me because it was created at the very beginning of my designing career in the jewelry industry. This set was exhibited at the Fair of Jewelry And Watches „Sjaj“ in Novi Sad, Serbia and was awarded first prize which was a confirmation to me as a young designer that I was on the right path.

Who is your favourite designer?

JD : I have great respect towards many designers and artists – contemporary and those who are no longer with us, but there are a few I especially admire. One of them is Spanish architect and designer from Catalonia, Antoni Gaudi, the greatest exponent of Catalan Modernism. The other is Leonardo da Vinci, one of the greatest geniuses in history, a legendary painter, scientist, engineer, sculptor, architect and innovator.

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

JD : I live in Serbia, the geographical heart of the Balkans, in Niš, in the southeast of the country. Serbia is a country with a very long and rich history, tradition and culture which was influenced by a number of different cultures as it is considered to be the link between the east and the west. My country’s culture and tradition have greatly impacted my development, mostly through me being raised to respect and honor our ancestors’ legacy which was always considered important in Serbia. I find it quite challenging and inspiring to join and combine the cultural elements of my people with modern design and, by so doing, bring my country closer to the rest of the world and vice versa.

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

JD : Although some consider creative people to be difficult to work with and that it’s hard to find a balance between the artistic vision of the designer and the commercial market, a compromise can always be achieved through a smart approach. In the last few years, I’ve worked alone with a small number of people I’ve known for years and who I trust. I consider myself easy to work with because I am very transparent, open and honest. I maintain good business policies with all my coworkers and clients, I respect others’ deadlines and time, and I respect the same in return. I’m of the opinion that a designer should feel responsibility for the job they were hired to do and justify the trust they were given by being hired.

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

JD : Unfortunately, I haven’t had the opportunity to participate in humanitarian projects through my design yet, but I would love to be given the chance. I believe it’s important to give to the community in any feasible way. Art, through any of its disciplines, can ennoble people in any community and connect them. What I can do for my community in my current position is, through my design, promote the values of my cultural heritage and support young designers through giving them advice and guidance in their development

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

JD : First of all, participation in a competition is a challenge of its own and it’s something which has forced me to push my limits and try to outdo myself on an international level. Also, what was very significant was the chance to be internationally affirmed as a designer, to find my place on a list of world designers, attend the Gala Night award ceremony, be given a membership of the World Design Consortium, various certificates for my design, but also the PR campaign given to the winners to further promote the designer and open up a world of possibilities to advance their business.

Jelena Dinic Profile