Design Legends ("DL") had the distinct honour to interview legendary designer Ana Piazza ("AP") for their original perspective and innovative approach to design as well as their creative lifestyle, we are very pleased to share our interview with our distinguished readers.
AP : Before taking my first jewellery design course in 2004, I worked in an investment bank in the international area. While taking the course, I decided I had to understand deeply about gemstones because I have always had a passion for them. This passion has to do with my father, who is a geologist, and I grew up listening to him talking about minerals. Pursuing this idea, I took gemology courses in Brazil and in 2007 started the Graduate Gemologist (GG) course with the Gemological Institute of America (GIA-USA), which I finished in 2009. Worked in the gemstone department at Sauer, a Brazilian leading jewellery company, which helped me fine-tune the technical aspect of assessing gemstones in terms of cut, clarity and color. However, besides this gemmological expertise, I always imagine a jewellery piece when I see a gemstone I like. After moving to Sao Paulo, I decided in 2010 to focus in the jewellery segment by taking courses on design, silversmithing and creative development in design. Along with that, I started working issuing Identification Reports on special gemstones for jewellers. Later, I became a gemmology teacher at the Brazilian Institute for Gemstones and Metals, function I still have. By the end of 2016, I decided to launch my jewellery brand, Ana Piazza.
AP : Creation moves me and makes me feel alive. The reason I became a designer was the desire to create jewellery pieces with natural gemstones that conveyed poetry through the stories that inspired them.
AP : I chose to be a jewellery designer.
AP : Since I have a passion for natural gemstones, I enjoy designing jewellery.
AP : Be genuine and authentic in your creations. Design with your mind free of judgments.
AP : In my opinion, a good designer fulfils the needs and desires of the client. A great designer goes beyond, enchants and surprises the client with a creative product.
AP : What makes a good design a really good design is the capacity of causing customer enchantment.
AP : Each person values different things, however a product with design has value for itself. The client perceives as worth paying a higher price and this perception is shared by society.
AP : If I had the time, I would design home decoration products with natural gemstones just for my brand.
AP : My dream product is to design a big sculpture with natural gemstones.
AP : I do not think there is a secret recipe of success in design, only a recipe. The recipe is to free your mind of all judgements you have and be open to feed your creativity with experiences, exhibitions, buildings, art, dance, music and by observing nature, people and feelings.
AP : Oscar Niemeyer and Zaha Hadid are legends to me.
AP : My favourite designs are Contemporary Art Museum in Niteroi, Brazil by Oscar Niemeyer and Heydar Aliyev Centre in Baku, Azerbaijan by Zaha Hadid. Both projects are breathtaking, provocative and organic. They challenge gravity and their constructions depend heavily on mathematical calculations.
AP : Heydar Aliyev Centre in Baku, Azerbaijan. The design is breathtaking, organic, sensual and its construction depends heavily on mathematical calculations.
AP : To improve as designers it is necessary to be in a continuous learning process and always be open to feed your creativity with experiences, exhibitions, buildings, art, dance, music and to observe nature, people and feelings. All these listed points help your creativity to flow.
AP : Before being a designer, I worked in an investment bank in the international area.
AP : Design for me is to deliver a creative product that a person needs or desires. However, you can do more. You can enchant the client.
AP : All my teachers helped me reach the way I design today.
AP : Feeding constantly my creativity helped me improve my design.
AP : The main obstacle I faced was to free my mind of judgements in order to be open to feed my creativity.
AP : Designers should present their work by telling all the stories used as inspiration to design the product. People connect with stories.
AP : I am already creating my new collection called Nest, inspired by the feeling of being secure and embraced.
AP : My goal is to have a jewellery piece I design displayed at the Victoria and Albert Museum in London.
AP : People should expect my designs to touch their hearts and stimulate their imagination through the stories that my jewellery pieces convey.
AP : When the product designed improves the way people live and do things.
AP : I am currently working in my new collection called Nest. I am especially excited about it because the inspiration comes from the feelings of being embraced and secure.
AP : The design project that gave me the most satisfaction is the Gabo ring because it has almost all the characteristics that I value the most in a jewellery piece. The ring conveys a story, it has movement, volume and offers interaction. It was inspired by the wish that people experience again the playful side of life.
AP : I would like that the design industry educated people on the importance of design, showing them that design might change and improve the way they live and do things.
AP : The design field is getting more important day after day because of its relation to creativity. In a world where Artificial Intelligence (AI), technology based on machine-learning algorithms, is growing very fast, being creative makes the difference. Designing a creative product can change and improve the way society does things and live.
AP : It depends on the complexity of the jewellery I intend to create. Usually, it takes six months for a new collection to be ready, beginning by choosing the theme until all the jewellery pieces are finished. If it is a custom jewellery piece, the whole process would take 45 days.
AP : Since I design jewellery, I start by choosing a theme. Out of the theme, I pick the elements I am going to work with and represent them in my designs of the jewellery pieces.
AP : My life motto as a designer is to be authentic by not copying other designers. You accomplish this authenticity when you filter everything that you see and experience through the story of your life. What you create and design has to mean something to you. This makes a product different and special.
AP : I think design sets the trends.
AP : Technology is very important when I design jewellery. The reason is that after drawing my sketches, I design the 3D model using a CAD software to be able to check on any flaws of connection among all the parts or the design itself. After fixing all the problems, this 3D model is used to print a 3D wax model. The 3D wax model is then casted in gold. Most of my jewellery pieces go through these steps. However, there are some that are hand made from beginning to end.
AP : I use Rhinogold, a Rhinoceros plug-in for jewellery. I use the software in my Rhinogold classes with my teacher.
AP : I think all three of them feed the imagination and creativity of the designer interfering in the outcome.
AP : I would like if people asked two questions: what is the story behind my design and what inspired me to create it.
AP : When I see a great design, I want to understand what inspired the designer, what is the story behind it. A great design also feeds my creativity.
AP : I do believe in co-design. However, I work by myself and design just for my brand.
AP : There is a special teacher that was very important to me. She helped me unlock my creativity, free my mind of any preset beliefs and judgements and see everything, things and feelings, as input to provoke my mind to create.
AP : Da cosa nasce cosa – Bruno Munari and Criatividade e Processos Criativos – Fayga Ostrower.
AP : I developed my skills as a designer taking courses in different areas such as hand drawing, creativity, Rhinogold 3D modelling and gemmology.
AP : Zaha Hadid.
AP : This is my first award of many to come.
AP : My favourites are: color is blue, food is a Brazilian dish made with shrimp, yucca, coconut milk, and palm tree oil, season Spring, thing is a ring I designed called Vido with a central gemstone with an exclusive cut, Brazilian brand Gloria Coelho.
AP : I do not have any funny thing I have experienced as a designer.
AP : What makes my day great as a designer is when what I imagine creating is possible to produce. I motivate myself by being grateful and feeding my mind with new and different things, experiences and feelings. This way I can deconstruct what is inside my mind and try to create innovative designs.
AP : I have always loved to create and enjoyed doing manual art work when I was a little child. However, I ended up working in the financial area, which I also enjoyed. Later in my life, I decided to relive my childhood abilities and invest my time and effort in the jewellery design business. It feels like I am living a dream.
AP : I think technology will be so advanced and innovative that humans will be able to wear small powerful wings to fly short distance anywhere. Laser technology will be used to set up the lanes and traffic lights in the sky. All the glaciers will be melted, many places will be covered by water and people will have to live in suspended houses in the air. Humans will be able to be in many places at the same time as holograms. They will be able to live in any planet and visit any galaxy. Design will also play a very important role in the future.
AP : I want people to know that I design jewellery with natural gemstones that conveys poetry through the stories that inspire them. Stories based on experiences, feelings and so many things I have ever seen. I love what I do and this positive and vibrant energy goes into any jewellery piece I design.
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