Interview with SURE
- What materials do you prefer to use in your creations, and why?
I work with the precious metals silver and gold in various alloys and colors. I also process someone's own gold. This in combination with gemstones, but also resin settings for ash, for example, can be found in my jewelry.
Delivering quality is very important to me. Jewelry is worn for a lifetime and often passed on for generations to come. They tell stories about chapters of our lives.
- What role do personal emotions play in your creativity?
A very big role. During a design appointment I really look for specific properties, characteristics, the things that really characterize someone. I always ask very personal questions to get that core out and that is often accompanied by a lot of emotions. My jewelry is a tangible reminder to take a moment to reflect on a special moment, such as a birth, wedding or memory of a loved one. I translate all these specific properties, together with my customer's wishes, into the design of a jewel.
- How do you choose to represent uniqueness in your creations?
This is the core for me. All my jewelry is unique, personal and each tells its own story. The story that someone told me and I was allowed to translate for them. The process of translating actually happens naturally in my head. I think in images and shapes. I can never make a second jewel from it because every story is different.
I often hear that my style is very recognizable. That's really nice when people recognize a 'SURE'. Even though all the jewelry is so different, I do have a clear signature.
After I have made a jewel for someone, I also enjoy sharing the story behind it (with permission) on my social media. My customers often even ask when their jewel with their story will be online. This way I am very open about how I have incorporated features and properties into the jewel.
- Is there a piece of jewelry you are particularly proud of? Why?
Yes, every now and then a design comes along and I almost regret having to hand it over. Of course I do that with all my love, but I am also really proud that something has turned out so well. Because each design is unique, I have never made anything like this before. It is so much fun when everything comes together in a piece of jewelry and it looks so beautiful. The wishes, the story, the quality, the design and the customer's response together are really worth their weight in gold.
- What innovative techniques do you use in the creation process?
I often combine goldsmithing with graphic skills. Photography is an important part of my work process. Besides the fact that I really enjoy it, it is a way to convey a design to my customers. I make a design in wax and edit it in such a way that the end result can be imagined. I also enjoy working with the laser. A laser makes strong connections but also very tight personal engravings in the most difficult places. And there are a lot of them in my designs. I often push myself to the limit and never shy away from a challenge. It sometimes happens that a 3D design offers a solution to combine very sleek parts with organic hand-shaped parts. It's fun to learn new techniques.
- How do you approach the balance between functionality and aesthetics?
When discussing someone's wishes, I quickly find out how elaborate the ring can be and what work should be done with it. In terms of storytelling, it does not have to be an obstacle if a jewel should be more subdued. Because of my style, I am often asked for striking designs, but I would never make an unwearable piece of jewelry. I also consciously made the choice to train as a goldsmith instead of an art academy. My heart really lies more with applied art, but I really enjoy pushing the boundaries there.
- What are your future projects and ambitions?
pooh good question. I am really happy with where I am now with my company, but I am extremely eager to learn and, above all, very stubborn. I do everything in my own way and stay close to myself. I really enjoy running wedding fairs, so I will certainly continue to do so. It's as if I'm opening my studio to the public, besides the fact that I only work by appointment. But now that I have been able to participate in Milano Jewelry Week two years in a row with two exclusive pieces of jewelry, I would also like to release five pieces of jewelry every year that I can exhibit at major events around the world. I really enjoy the whole aspect of being a creative entrepreneur. This way I can make a living from it but also continue to challenge my creativity and perform on big stages. That feels very special and like a crowning achievement for my work.
