Interview with Sina Moloudnezhadnaghadeh

Sina Moloudnezhadnaghadeh ("SM") interviewed on Tuesday, 21 May.

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

SM : When I was just a first-year law student, I decided to take on a new experience by working as an intern at a design and manufacturing workshop alongside my university studies. This experience helped me discover my passion and talent for design, which I then pursued more professionally. Later, I joined the Nazerayan Jewelry collection in Tehran as a designer and subsequently worked as the design manager at Aref Rado Jewelry in Urmia. My latest project involved designing a collection of engagement rings for a luxury brand.

How did you become a designer?

SM : As a teenager, I was deeply passionate about art and literature. I envisioned myself becoming a renowned writer, lyricist, or perhaps a playwright. However, I often found myself torn between the worlds of business and art. Then, I discovered design. I realized that design lies at the crossroads of art and commerce, fulfilling both of my interests. As a child, becoming a designer was the last thing on my mind, and I had no understanding of the field. Reflecting on my past, I now recognize latent talents that were present even then. For instance, when my entire family was perplexed about how to redesign my grandfather’s old house, I took charge, rearranging the furniture and redesigning the space, which garnered everyone's admiration. Another example is spending hours with my mother in the market, mesmerized by women’s jewelry—a pastime quite unusual for a young boy in my community. These experiences revealed my innate design skills, even though I didn't recognize them at the time. Now, as a professional designer, I see how these early moments shaped my journey, allowing me to seamlessly blend my passions for both art and business.

What are your priorities, technique and style when designing?

SM : As a designer, I favor minimalist designs that convey concepts in the simplest form possible. However, I try not to confine myself to a particular style and instead create what holds value for me. My primary sources of inspiration are the history and culture of Kurdistan, where I was born and raised. In most of my projects, I aim to express a concept, often focusing on humanitarian themes. Additionally, I strive to advocate for environmental sustainability, ensuring my creations reflect the beauty of nature. When starting a project, I find myself in one of two scenarios: either I have a clear idea, or I don't. In the former case, I employ the Lean Startup methodology, quickly developing a Minimum Viable Product (MVP) and gathering market feedback to refine the product. This approach is particularly appealing to me because of its efficiency. For design work, I typically use Rhino and the Matrix plugin, which streamline my workflow. The MVP is usually crafted to effectively present the product while being cost- and time-efficient. In the latter scenario, when I lack an initial idea, I turn to design thinking. This process involves understanding the target audience, empathizing with them, and following through the other stages of design thinking to develop a concept that resonates with them.

Which emotions do you feel when designing?

SM : Honestly, what I find most enjoyable are the stages of ideation and product creation. For instance, when I come across something seemingly unrelated to jewelry and think about how I can turn it into a piece of jewelry, it excites me. This aspect of my work is very broad. There have been many times when listening to Kurdish folk music has sparked a jewelry idea for me, which I find fascinating. Perhaps this is because, alongside design, I have a passion for poetry and literature. After finishing a project, I quickly move on to the next one. Completing a project isn’t particularly thrilling for me, although receiving feedback from the audience can be exciting as it helps in creating new ideas or improving the current ones.

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

SM : I believe a wide range of skills can contribute to becoming a good designer. In my view, design can encompass anything from choosing a vase for a corner of your home to designing a high-speed train to solve traffic issues in crowded cities. However, if I were to highlight specific skills, having a unique perspective on your surroundings is essential. You need to see details that others might overlook. This ability to see the finer details makes you a better designer because it allows you to identify more challenges and problems in your environment, and work towards solving them to create a better life or bring about meaningful changes. If I had to mention one influential person, it would undoubtedly be Don Norman. He has significantly helped shape my design approach and develop the right perspective. I believe he sees things others are unaware of. I've enjoyed my design journey so far and believe I've taken the right path. I started designing and making jewelry in a completely traditional way, apprenticing in a small workshop. Later, I managed to learn academic aspects of design by networking with academic individuals, without being in an academic environment. This helped me understand the market well and gain adequate academic knowledge. Although I look forward to continuing my journey by pursuing academic studies in jewelry design at a university in Italy, because I believe this field is so vast that there are still many things to learn.

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

SM : If I were to discuss my closest project, it's a team effort focused on creating a jewelry set inspired by a romantic legend from Kurdistan. Looking ahead, I have many plans, one of which is to work more seriously on a brand I started years ago, but it hasn't gained much recognition or focus yet. Academics are also one of my personal interests; I enjoy being in an academic environment. Writing articles about jewelry and entrepreneurship is one of my hobbies. I have written two papers for international design conferences so far and hope to do more. As I mentioned before, pursuing a degree in jewelry design at a prestigious university in Italy or the United States is something I am planning for. However, I need to improve my English language skills to be more successful on the global stage.

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

SM : My advice to beginner designers is to take their work seriously. If the future isn't well-built, they will undoubtedly be among those responsible. They should stay updated and follow the examples of professionals in their field. It's crucial for a beginner designer to observe their surroundings and identify societal issues that they can address through their designs. If they draw inspiration from something, they should also aim to bring about a change or provide a solution to a problem. Another issue that designers in my country face is the lack of understanding of investors. They often are disconnected from market trends and fail to accurately identify the needs of investors and audiences. To overcome this, designers should establish stronger connections with market investors and learn the strategies for attracting investment. In summary, if you have learned design academically, make sure to understand the market as well. Conversely, if you have learned design experientially, get closer to academic environments.

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

SM : For designers, creating value is of utmost importance. You should always strive to create value, which can mean addressing the emotional needs of a community or solving the problems they encounter in their daily interactions with objects. As a designer, you need to have sharp eyes to see and understand problems that society might not even be aware of. Essentially, a designer should be one step ahead of society to foresee the future accurately and create what is suitable for it, or change something today to build a better future.

What is your day to day look like?

SM : My typical workday usually begins with checking my emails. I make it a point to check my emails every day and review the work of my students. Since I have a passion for both design and teaching, I always strive to stay updated. I dedicate an hour of my morning to self-study, which includes reading books or watching educational videos on YouTube. After that, I start working on my projects. I try to set no more than three tasks for myself each day. When I successfully complete all my tasks for the day and follow my schedule, I feel good about myself, which motivates me to make the next day even better.

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

SM : I always keep up with trends in the world of design, especially jewelry, and part of my content creation on social media is dedicated to this topic. I make sure to stay updated by following news related to fashion and jewelry. Reviewing various fashion magazines and keeping an eye on red carpet events are ways to stay informed about trends. Additionally, visiting the market can be very influential. I spend certain days of the week exploring jewelry markets, from small local markets to large bazaars. This helps me better understand the trends of the market I am creating products for. How much I incorporate current trends depends on the project, but generally, I keep an eye on market trends and let them influence my work without sacrificing my ideas. As a good designer, you can create trends or alter them.

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

SM : What matters is creating value, as I have previously mentioned. As a designer, you need to identify a problem and solve it, or redefine an already solved problem and provide a better solution. When I encounter a design that has managed to create value, whether it has solved a problem or created a new way of thinking, I find it valuable and commend the designer. One common issue many good designers face is insisting on ideas that have not yielded good results. Designers often have a strong attachment to their ideas, even if they receive numerous negative feedbacks. This does not mean you should abandon your ideas without effort. Many ideas may not receive a positive response initially but can later conquer the market. Knowing when to let go of an idea and stop trying is a very complex question that requires a lot of experience.

How do you decide if your design is ready?

SM : In the design process, we constantly seek feedback from the market and target audience. I always present a minimum viable product before creating the final product, refining it based on received feedback. This iterative process may occur multiple times. Design, like technology, is always evolving, necessitating updates to products. Whether I perform these updates or other designers do, the goal is to enhance the product for future iterations. In my view, a design project never truly ends unless there are no more ideas for improvement, which can be painful. Therefore, I always keep previous projects in mind, ready to improve upon them in new projects instead of starting anew.

What is your biggest design work?

SM : I believe my best project is always the next one. After completing a project, I quickly start thinking about the next ones . Currently, I'm working with a team on projects related to romantic myths in Kurdistan. For this, I delve deeper into the culture and literature of Kurdistan. My passion for poetry and literature makes this project even more appealing, sparking my love for different cultures and their literatures. Reading about various cultures never tires me, and I enjoy traveling for the same reason. I see traveling as an opportunity to explore diverse cultures, always generating new ideas during my journeys . Alongside my cultural explorations, as a designer, I must also consider the market. Combining both aspects fulfills my passion for business. Integrating design with business is challenging yet rewarding .

Who is your favourite designer?

SM : Karl Lagerfeld is one of my favorite designers, and I can never forgive myself for not having met him during his lifetime. His avant-garde vision and deep understanding of beauty have always inspired me. Karl knew how to discover and define beauty in ways that are both innovative and timeless. I believe that truly understanding beauty is key to being a great designer. His ability to blend classical elements with contemporary flair is something I strive to emulate in my work.

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

SM : undoubtedly art and design that give my life true meaning. Music is a significant passion of mine, and many of my creations have been inspired by folk music. The culture in which I grew up has had a profound impact on me. As I've mentioned before, much of my work draws inspiration from the culture and history of Kurdistan. The richness of this culture continually offers new elements that inspire my creations.

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

SM : Working with others brings me great joy, despite its challenges. It is crucial to start collaborations with people whose values align with yours. While differences in opinions and perspectives are inevitable in teamwork, these differences are valuable. They prevent a one-dimensional approach to business and allow your work to be evaluated from various angles. In business, being open to feedback is essential. If someone says no, it's not a personal rejection but a response to your business proposal. I strive to embrace diverse viewpoints and understand their merit. Drafting contracts at the beginning of a project is one of the most critical steps. It ensures that everyone knows their responsibilities and what they will receive in return. This clarity helps in maintaining smooth and transparent operations.

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

SM : As I mentioned before, as a designer, you have a social responsibility. It is your duty to thoroughly understand your community and strive to create positive changes within it. Carefully examine all aspects and take steps toward creating value. Value might be defined differently by various individuals, but you cannot address every single perspective. Therefore, it is better to start with a small target audience and focus on that. As a designer, I have always valued humanitarian concerns and have tried to represent them to the community. Creating value is not just about making a physical object for a specific function; you can convey concepts through your work that raise awareness and drive behavioral changes, such as promoting environmental protection. As an experienced professional, you have the duty to guide novice designers in the right direction. I understand that your goal as a designer is to identify problems and work towards solving them. If this is important to you, make an effort to mentor young designers so they follow the same path, because you truly cannot do it alone. Personally, I am currently a jewelry design instructor using software, and I always strive to provide the best education for my students to ensure they are on the right path. Since last year, I have decided to hold at least two free workshops annually to raise community awareness about design. This way, enthusiasts might find their talents more easily than I did and step in the right direction.

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

SM : what’s really important is that everyone, no matter their level, needs validation from more experienced professionals in their field to know how good they are. This is one of the great benefits of this competition for me. Another advantage is the boost it gives to your resume; winning a prestigious competition undoubtedly elevates your status in your career. Additionally, all these things are a testament to your skills, and there are numerous other positive outcomes that come with it. For instance, you will become more recognized in the design community, which is incredibly valuable. Personally, it's a bit hard to describe my feelings about being the Designer of the Day. I can only say that it’s meaningful to me to be a small yet impactful part of this community.

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