Interview with Jelena Dinic

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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

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.

I’ve always adored art, in any shape or form, but I especially enjoy it when it can be applied through everyday objects or accessories.

I don’t believe anyone can be forced to become a designer. In order for someone to go into design, they need to know and love art, to be creative and, most of all, to want it – which was the case with me.

I mostly design jewelry, although I’m not a stranger to graphic design, creating visual identities and promo materials for marketing purposes for various companies. I’ve recently taken an interest in animated video production so I would like to further advance my knowledge in that field and put it into practice.

I think the key is constant learning, researching and resilience. Another important thing is to set clear goals and have a vision of what you wish to achieve.

There’s a fine line between a good and a great designer. There are plenty of good designers, but what makes great designers stand out is pushing limits, innovation, originality and setting new standards.

A design needs to be justified in the sense that it has artistic value in the elements of visual art, to fulfill the demands of its purpose, to be likeable and usable and, in a way, innovative. It should also evoke a certain emotion within the consumer. It’s precisely this emotion which will make us like, let’s say, a piece of jewelry which we will wear on a special occasion and which will make us feel good.

I can’t think of any one specific person I would design something for, but every person I’ve ever met or will meet is a potential source of inspiration for me because every single one of them is different and they all carry their own inspiring energy.

My dream project that I haven’t yet had time to realize would be creating my own brand and launching my own collection of fashion jewelry, but it’s a work in progress.

There is no secret recipe. Like in all other professions, the main ingredient is love for your job, everything else you can season to taste.

There are many designers I respect deeply, but a few of them have inspired me with their work. Among them is the great Antoni Gaudi, Spanish architect and designer.

It’s difficult to single out one specific piece of one designer as a favorite. Still, if I had to choose one from my field, it would be Luca Lorenzini, Italian jewelry designer. I like his fusion of cold metal with organic elements from nature.

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.

Constant learning, learning, learning… Researching, reading, observing, introspection, expanding your horizons through new ways of expressing yourself, new digital tools…

I would have definitely gone into some type of visual art. It’s what I’ve always wanted and what I’ve always shown an interest in, ever since early childhood.

To me, design is a way to self-express through a specific art form, to exhibit emotion through art implementing it in an object and hope that its user will feel that same emotion.

My greatest support was definitely my family – my sister, who is also my coworker, my daughter, husband and mother who have always had faith in me, encouraged me and supported my growth.

There are numerous factors which determine whether someone will be successful or not. I couldn’t say which one was decisive, but I’m certain that my resilience, belief in myself and constant learning were the most helpful.

We all face countless obstacles in life and in our careers. One of the crucial obstacles is lack of a belief in yourself, a moment when there’s no inspiration to be found, financial instability of all artistic professions when you are at the beginning of your career which forces you to do a job you don’t fully enjoy.

We live in a digital era with all its pros and cons. I would choose to focus on the pros as they are plenty. The market has become more available to everyone, as well as information and all sorts of knowledge. There are many great ways to present your work and the availability of social media and online platforms for promotion is certainly an opportunity that should be taken.

I’m in the early stages of a new project so I wouldn’t discuss it too much. I will only say that I intend to stay in design – jewelry design most of all – and I plan to elevate that even further.

This is a difficult philosophical question. I consider any form of art a way to express myself, my emotions and a way to leave something lasting behind. I firmly believe that art ennobles people so, if I stir an emotion in someone through my design, I will have considered my goal fulfilled.

I couldn’t say what other people expect of me, but all people love art. I think that people with good ideas are expected to give even more good ideas and to create art works others will enjoy.

Art in any form is an important aspect of every society. Its role is to connect and evoke pleasant emotions. I consider this to be vital.

I’m currently planning on creating my own brand.

Every project I’ve ever worked on holds value to me. Still, taking part in the A’Design Award & Competition and winning the Bronze award is my greatest affirmation yet and it comes as a confirmation of the quality of my work as it was recognized by a large number of people.

I would like for design to be more globally available to younger, less recognized designers so that anyone who wants can get the chance to learn and try it.

Trends are hard to predict, but they are often repeated periodically. With the presence of advanced technology, we can only wait and see.

How long I work on a project depends on how extensive and complex the project itself is. Sometime a piece of jewelry takes me a few hours (if I already have an idea of it in my head) and sometimes it’s a process which lasts for weeks.

I always start a new project from the demands and needs of my client. Once that’s defined, and I know within what framework I can operate and I start sketching.

I never accept a project I don’t want to put my name to.

I think it’s a feedback loop. I think sometimes you have to follow the trends because the market demands so and sometimes an innovative design sets a new standard and changes the trends.

A crucial one. Although I’m part of a generation which matured before the digital age and I’m no stranger to working with a pencil, paper, paint and brush (and I sometimes go back to those), I stay up to date and use all the available digital tools which significantly help keep everything in order.

I use various tools, software for 3D modeling and rendering, a creative pen tablet…

Like all other elements of visual art, color, materials and ambient are extremely important – especially in design presentation. How you balance out these elements determines how your audience or client will receive the design.

Every design I create has a story behind it. Sometimes people don’t think about the background, but each design has its own symbolism, whether covert or overt, and a story which inspired its creation. I wish I could explain that to people in more detail.

Brilliant! That’s my first thought. And then I grow a deeper interest, I analyze and try to understand why it left such a strong impression on me.

Although I currently work alone, I do think that two heads can be better than one. I couldn’t say what I’d want that person to be like in order for me to work with them. I can easily adapt to anyone, but it should be someone with a similar energy and sensibility to mine.

The people who have influenced my design the most are those who know exactly what they want and have arguments and explanations for every request, but are open to suggestions. I love cooperating with them because they inspire me.

I’ve read many books, however cannot single out a particular book which has impacted my design the most. I’d say that all literature related to the history of art was the source of my inspiration.

Having worked with jewelry, I have learned lots about its technical characteristics. The key was experience and constantly learning and perfecting my use of new digital tools.

There is one person, who I would wish to talk to, if it were possible. It is my compatriot Nikola Tesla, who is, in my opinion, the greatest scientist who ever lived. The brilliant mind for whom I would have many questions and whose complex personality I’d like to comprehend.

Receiving this prestigious award has of course been flattering, however I live in my own town, in my own country, as I have all these years. Although I am congratulated by people in my surroundings, I do not feel famous.

My favorite color is red and I love relaxing by the sea listening to the sounds of waves crashing against the shore. I like Mediterranean cuisine, as it reminds me of summer, my favorite season.

I don’t need any particular motivation to design something. I try to bring a dose of creativity to everything I do. The most special days are those when I do not expect that I will come up with the right design, but then I arrive at the perfect idea in the earliest stages.

Ever since I was a little girl, I showed an interest in creating something that I would use, so I’d say it was pretty evident that I would go on to become a designer.

I don’t think any of us can foresee that. Maybe humanity will inhabit other planets, or perhaps we will go back to nature and reconnect with our ancestors’ ways of living. Only time will tell.

I spent most of my life working for other companies where I felt I was being limited due to the specific designs those companies wanted. As time went on, I gained enough experience and confidence to start a company of my own so I could have more freedom to design what I want, the way I want.

For me, design is an expression of creativity; practical application of art. While art is more spiritual and conceptual, design is its manifestation in the material world.

Throughout my career I have designed various things, ranging from clothes to accessories to promo material, but I find jewelry design to be the most inspiring as I have been in that industry for 23 years.

My favorite design was a jewelry set (a ring, earrings and a necklace) with a butterfly motif which won first prize at the International Exhibition of Jewelry and Watches “Sjaj“ 2015. The set was named “Sway“ in accordance with what it represented – freedom and movement. It was particularly challenging to make because it comprised of several pieces which needed to be assembled and was made of three different alloys and colors of gold.

The first thing I designed for a company was a logo and a mascot for a Serbian festival.

Although I have always preferred working with my hands because I find it to be more organic and immersive, I am aware of the potential modern technology offers, especially 3D modeling which I use most of the time.

I think most artists would agree that it’s difficult to pinpoint the exact moment or environment in which they feel the most creative. Sometimes it’s hearing a moving song, other times it’s gazing at the night sky and sometimes it’s seemingly nothing at all.

First and foremost, I focus on telling a story through my pieces. Secondly, I try to find a balance between beauty and practicality.

During the process, I feel excitement, enthrallment and a rush of adrenaline.

I feel fulfilled, proud and pleasantly spent.

I consider a design successful when the viewer understands the story and sympathizes with the emotions I was trying to convey through it.

As a trained visual artists, I tend to notice the fundamental elements of form, such as: composition, lighting/shading, lines, texture etc. These make a design good. But what makes a design great, on top of these elements, is the message a design sends and the emotion it stirs.

Design itself is and will be what it always has been. Only the tools and materials used for it are ever evolving.

I would describe it as organic, mellow and simple. I always try to give my pieces a sense of flow and movement as opposed to a cold, rigid feel. I’ve always been drawn to simplified and stylized designs which made me realize that less is more.

I live in Serbia. I admire and respect the cultural heritage of my country, I am proud of my roots and I sometimes draw inspiration from them. However, I don’t limit myself to any one source of inspiration and I create regardless of what may have sparked my creativity.

I’ve found that designers’ greatest struggle when working with various companies is that companies often don’t have a clear vision of what they need from the designer. To avoid this, I think companies should have a thorough conversation with the designer beforehand to see if they are compatible with the company’s vision and views.

Like most designers, I start with brainstorming. Once I have a rough concept in mind, I approach it analytically so I’m left with smaller achievable tasks. Finally, I consider which steps I would need to take to realize every single on of them and find ways around any practical obstacle that may arise.

My favorite design items at home are: a hand bag which I made by crocheting used plastic bags, a plaid woven scarf, a silver ring I designed for myself, a pair of earrings I designed for my daughter and a 3D printed mug with insignia from a Serbian monastery.

I would encourage them to keep thinking outside the box because the possibilities of design are endless. I would also advise them to never stop learning and exploring and to be kind to themselves along the way.

Some of the positives of being a designer are the fact that you have the ability and the freedom to express yourself and stir emotions in others in the process. However, there are some negatives in the lack of recognition designers often experience and the lack of stability that comes with any kind of creative work.

My golden rule is to never do something which I don’t want to put my name on.

The ability to learn constantly, to adapt, to be able to find a compromise between what a client wants and what the designer thinks is best.

I always start with a sketch so – pencil and paper, first of all. As far as software is concerned, I use Blender, Adobe Illustrator, Adobe Photoshop, Gemvision Matrix, Keyshot, Rhino, 3DS Max, InDesign... I also use a digital art board (Wacom Intuos Pro).

People usually ask me how I came up with an idea for a piece.

My most important job experience was working for a chain of jewelry stores where I first developed an affinity towards jewelry design.

Some of my clients are: Jewellery store „Famiglia Orafi Stanimirovic“, Jewellery store „Magionni Fine Jewellery“, Exclusive Event Center, Charm Music serbia, Toyota Serbia, Toyota Zambia, DAIKIN Air Conditioners, MediaDesk Advertising company...

Having achieved all that I could in my country, I intend to see what I can do on the international market.

I develop all my designs myself.

38.I am working on a new project, but it’s still in its infancy and I think it’s too early to discuss it.

People may contact me by e-mail: jelena.dinic@extomedia.com, jelenadinic79@gmail.com, and phone number: +381642918294.