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Noovo Editions

Noovo Editions is an independent editorial project with online and paper editions. First of its kind in Spain from an unique and contemporary perspective on the international panorama,
Noovo seeks not only to be an aesthetic arbiter but also a cultural mediator at the juncture between Fashion, Photography & Jewellery.
A platform to show the highest level of creativity from around the world

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Interviews -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
 

 
-----.INTERVIEW WITH SIERAAD: Astrid Berens & Maarten Bodt

SIERAAD ART FAIR 13th edition 6 through 9 November 2014, Westergasfabriek Amsterdam

Could you give us an idea of what we may expect to see in the upcoming SIERAAD ART FAIR 2014?
You will see about 185 different jewellery designers from around the world, among whom also a few very good up-and-coming fashion jewellery designers.

Contemporary jewellery has undergone a rapid development and SIERAAD ART FAIR has contributed a great deal to this but, how do you see Art Jewellery after 13 years?
We see a field which is much more able to hold its own and support small businesses, and  jewellers who have become more and more professional.
During these 13 years lots of jewellery events have been initiated, whereas there was nothing in 2000 - only about 4 galleries in The Netherlands sold jewellery.

How do you feel The Neterlands has contributed to the development of contemporary jewellery? Could you name a few Dutch jewellers you think have become well-known because of this? 
Dutch jewellery has a place at the international top. At the academies, the jewellery sector draws international talent. Thanks to an infrastructure with specialized galleries and museums, and a system of scholarships that ensures the makers of a living, Holland was able to develop into an internationally prominent land of jewellery. Now that’s all changed, scholarships are almost a thing of the past and designers have to develop a business talent to survive. A few names from the early days: Gijs Bakker Hans Appenzeller, Herman Hermsen, Ruudt Peters, Ralph Bakker, Peter Hoogeboom, Ted Noten, Katja Prins, among others. But the way in which they made it to the top is quite different from how things work nowadays. The times when galleries were in charge are over. Nowadays designers have to find different ways to work and try to earn a living, like present themselves at a fair, for example.

Apart from a fair for professionally trained artists, the international SIERAAD ART FAIR is also a platform, a meeting place for collectors, observers, curators and, especially, enterprising artists. Could you explain how an artist can enroll in the next SIERAAD ART FAIR?
That’s very easy: as a professional jewellery designer you have to provide us with 12-14 good high-resolution pictures of your work + CV + artist statement and send  all this with wetransfer.com to our address before February 15, 2015. Then, our advisory commitee has a close look at it and decides who will be allowed to participate, in order to preserve our concept, and maintain originality and quality

How does it work for an entrepreneur artist?
On our website we have a few interviews where participants tell about their experiences at SIERAAD ART FAIR. If you think you will be ‘rich’ after one year of participating in SAF: NO. You have to make a businessplan and tell yourself to learn from the first one to two years and come back for about  4-6 years. During this time you build up your own network of buyers, professional buyers and, of course, consumers who want to buy something special, which is how SAF started out.

How about some figures, how many visitors did you have at  SIERAAD ART FAIR last year? How many exhibitors?…  What could we expect if it´s our first visit to the fair? How do you balance your own figures?
We had about 7000 visitors and 120 exhibitors. 75% of the visitors want to buy something, 50% of the visitors save money during the year to spend at SAF.
We see the number of items that have been sold at the end of the fair and have passed security. We do not know how many participants get orders nor do we know their direct cash sales or if they have been invited to shows, to have exhibitions etc... mostly participants inform us about these successes later.

If you could chose anyone to visit the SIERAAD fair, who would it be and why? 
Ms Kroes, she is a very important lady in Europe and she wears jewellery. I’d love to show her the work of some of our participants.

On the art jewellery educational scene, which are the schools and universities that represent an incredible potential to keep an eye on…?
At the moment that’s a difficult question .We have 3 schools at SAF this year, all very very different - Antwerp, Düsseldorf and Florence. Lots of interesting developments are going on in the States. In 2015 we´ll have a school from NYC. Very different and very interesting.
Schools, universities are obliged to teach their students about life after school, and we think that’s not done enough…

We have been part of  SIERAAD ART FAIR as Media partner and we try to spread the word about contemporary jewellery as much as we can, but how do you see the mass media is working to support it, do you think contemporary art jewellery is the great Unknown?
Not anymore, although we think that modern jewellery is still a niche market and the mass media are still pushing the big brands. BUT, what is contemporary art jewellery?! That’s a difficult question . If a jewellery designer wants to survive in this world he has to consider how he will go about it - not by selling through a gallery, where you get 40-50% of the sales price . You also need to make more pieces in small editions which can be sold for much better prices. Pricing is something many designers have to think about as well… Many of our visitors come back every year. They want to know what’s new each year, they also want to consider the pieces they saw the year before… We also see visitors buy more and more….

What do you feel is the first step to become a good seller in  SIERAAD ART FAIR 2014?
Think carefully about your prices! Do not sit down in your stand but, be active, don’t be shy…be pleasant and show enthusiasm, tell people about your work… there are many things designers have to learn! IT’S DIFFICULT when you only know how to create and not how to sell... it’s a process which will take a few years. You have to learn whom to talk to… of course, at SAF (like at any other Artfair) there are many makers who visit and want to know lots about the work of our participants; as a participant you have to learn in whom to invest your energy and to see who is a buyer.

What do you think is the difference between SIERAAD and other fairs in the same field?
We are not seeing half as much as we would like to, so that’s a difficult question. What we know is that the Dutch public is very open and  showing a great interest in modern jewellery. Apart from this, people from all over the world come to look and to buy.

The organization and management of an event with these characteristics involves a huge effort and lot of passion but on balance, what is the most gratifying part of this job?
The fact that we see that lots of our participants, former participants, are doing so well and showing great growth over the years and that our event is known worldwide.

What would be the three HighLights of SIERAAD ART FAIR  2014?
We have more than 3!
Of course, this year’s New Traditional Jewellery exhibition of CONFRONTATIONS  and the prize-giving of the 5 winners.
There are a few very, very interesting makers working with materials like clay. And it’s always very interesting to see the work of several makers from the Far East whose design language is so unique and who are all so special.

       
© Elena Camilla Bertellotti Fedine Cast-mio © Mia Eunmi Kwon © Galerie VANDERLAAG MOYA Oyste Ear 750 AU © Nina Lima
© Judith Bloedjes © Eily O´Connell © The Jewelry Story Halssieraad BONBON in zilver © Luci Aversteeg
© Luise Neugebauer © Maria Frantzi © Misun Won © Luisa Bruni
© Sylvie Jousset © WU CHING CHIH © Jamais Sans © Emily Cobb
More Info: http://www.sieraadartfair.com
© Galerie VAN DE LAAG MOYA © Jenna Pierson
© Sofia Beilharz  

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