Interview with New Elegant Co., Ltd

New Elegant is a multidisciplinary design team rooted in tradition but focused on innovation. We began with furniture and fashion, building a reputation for quality manufacturing and thoughtful design. Today, we’re expanding into new territories—jewelry craftsmanship and specialty coffee. Our goal is to offer beautifully designed products across different aspects of daily life, while always carrying our signature balance of function and soul.

For us, design is about crafting meaning through form. It’s the invisible dialogue between object and person—how something looks, feels, and makes you think. Good design transcends trends; it creates emotional and cultural resonance.

We enjoy designing pieces that are lived with—furniture that grounds a home, jewelry that tells a personal story, fashion that reflects identity, and coffee tools that enhance daily rituals. These are objects that create connection and elevate everyday moments.

One of our most cherished works is the Maize Hair Jewelry. It draws inspiration from the Maya Maize God and symbolizes rebirth and abundance. Crafted from Guatemala jade and gold floral elements, it blends mythology with modern craftsmanship. It was also one of the most difficult designs we’ve ever made—not just conceptually, but technically. We failed many times trying to carve the jade components just right. Seeing the piece finally completed brought immense joy. And then to have it awarded the Gold A’Design Award—that was a whole ride of emotion we’ll never forget.

Our first commercial design was a flat-pack wooden dining set for the U.S. export market. It was practical, cost-efficient, and designed with assembly in mind. That early experience grounded us in real-world manufacturing and logistics, which still influence how we approach design today.

Our main platform is still very simple: paper and pencil. That’s where all our brainstorming begins. For modeling, we rely on Rhinoceros 3D, and we use Photoshop primarily for final presentation and storytelling. Among materials, wood is our favorite—it’s affordable, easy to work with, and allows for repeated trials and experiments. At the same time, we’re excited by today’s technology—like 3D printing and 5-axis CNC machining—which has opened up new possibilities in prototyping that were unthinkable before. Still, we always appreciate the simplicity and honesty of using our own hands.

Our team believes in the power of routine. We structure our days around different groups of design work—rather than focusing on one task until it's finished. This approach keeps our creativity flowing, as it allows us to step away from a problem and return with a fresh perspective. By following a steady rhythm, we avoid creative blocks, gain inspiration from variety, and ensure that all our design projects move forward on schedule.

We mostly focus on the purpose behind the design—why it should exist and what experience it should offer. At the same time, we often find inspiration from everyday challenges, new materials, updated methods, or emerging innovations. Sometimes a small functional issue or a breakthrough in fabrication sparks an idea. For us, it's a dynamic process where purpose leads, but observation and discovery constantly shape the direction.

As a team, we experience a wide range of emotions throughout the design process. We feel excitement—especially when we discover a new idea, material, or breakthrough. There’s joy in creating something meaningful. But we’re also human, and deadlines or unexpected challenges can bring stress and pressure. Still, even during those moments, design remains something we’re deeply passionate about. It keeps us growing and evolving.

Of course, we feel happy, relieved, and excited when a design is finally realized. It’s fulfilling to see something grow from a concept into a tangible object. But at the same time, there’s often a bit of fear—especially about how people will respond. We care deeply about our work, so there’s always the vulnerability of potential rejection. Still, the reward of creating something meaningful outweighs the risk.

A successful design is one that speaks to its user, serves its function seamlessly, and stands the test of time. If it also sparks emotion or connection, then we consider it truly complete.

We look at clarity of intention, material honesty, and overall execution. Does it fulfill its purpose? Does it feel authentic? These are key for us.

As designers, we shape how people live and consume. That means we have a responsibility to design thoughtfully—choosing sustainable materials, reducing waste, and respecting cultural heritage. Design should never harm.

Design is moving toward purpose-driven innovation. We’re seeing more conscious choices, emotional storytelling, and collaborations across disciplines. The future is hybrid—craft and tech, local and global, aesthetic and sustainable.

Our style can be described as “symbolic simplicity”—elegant forms grounded in meaning, but also driven by innovation. Inspiration can come from anything in daily life—objects, news, entertainment, or even problems. What defines our style is the desire to create something different: adding function, solving issues, introducing features—while still being efficient with materials, mindful of cost, and delivering a luxurious, refined look. We aim for designs that feel modern yet timeless, minimal but rich in intent.

We are based in Southeast Asia, and our surroundings influence us deeply. Local craftsmanship, spiritual practices, and everyday objects—all shape how we design. We see culture not as a constraint, but as a rich foundation

We collaborate closely with partners—whether they’re importers, retailers, or collectors. We handle everything from concept to prototype, often including production. Clear communication and shared goals are key to how we operate.

Allow room for exploration and respect the process. Choose designers whose values match your brand, not just your aesthetics. Long-term trust always results in better design.

We begin with research—into materials, stories, and context. Then we move to sketching, 3D modeling, and physical prototyping. Every design gets tested, refined, and stress-tested for real use.

Coffee machine – It starts our mornings and sets the tone for the day.

Working desk – Our main creative space, where we feel most focused and comfortable.

Smartphone – A vital tool for communication, research, and staying connected to the world.

Sketchbook – Always close by, it captures our raw thoughts and spontaneous ideas.

Bed – The final retreat each day, where we rest and reset.
(And if we could sneak in a sixth—it would be our home gym setup, an essential part of our daily rhythm.)

Our day always begins with a morning coffee latte—it’s a small ritual that brings clarity and focus. Each day of the week is scheduled around a specific category of work, so our main focus shifts depending on the day. We usually have lunch around 11 AM, followed by a workout session at 3 PM to reset the body and mind. Evenings are for winding down, having dinner, and allowing space for rest and reflection before the next creative cycle begins.

Stay curious. Take your time. Learn the rules before you break them. And most important, respect.

The positive side of being a designer is the ability to communicate ideas through objects. Design becomes a medium for us to share stories, emotions, and purposes—allowing others to experience what we’ve envisioned. That connection is deeply rewarding.
On the other hand, the negative side often comes when design is compromised by ego or forced decisions—especially in the name of "business." Sometimes the most suitable solution is sacrificed due to internal bias or pressure to meet external expectations. It can be frustrating when function, ethics, or even the user experience is set aside just to follow an agenda.

Always ask: Does this design deserve to exist?

Empathy, adaptability, and attention.

Our toolbox is a mix of analog, digital, and physical tools. We still begin many ideas with a pencil and notebook, or sometimes an iPad for sketching in Procreate. For 3D modeling and technical development, we use Rhinoceros on our laptop, and finalize visuals with Photoshop.
On the hands-on side, we work with files, drills, sandpaper, and use a 3D printer and CNC machine for prototyping.

We manage time by organizing our work into categories and spreading them across the week. Instead of finishing one project before starting another, we rotate between tasks to keep our minds fresh and avoid creative blocks. This routine allows us to make consistent progress across multiple projects without getting stuck. It also helps us stay on schedule while keeping creativity flowing and stress manageable.

It varies a lot. Some ideas come together in an hour, while others can take up to two years to fully develop, prototype, and finalize. The timeline depends on the complexity of the concept, materials, production constraints, and how much experimentation is involved.

“How much?”—that’s one we get often, especially in the furniture industry.

Balancing cost, material, and storytelling in export furniture gave us our edge. That experience taught us how to preserve creativity even under pressure.

We primarily work with U.S.-based furniture importers.

We enjoy projects where story, material, and function intersect—especially ones that challenge us to blend our experiences, knowledges and skills.

We’re expanding into a lifestyle ecosystem: furniture, jewelry, fashion accessories, and artisanal coffee experiences. The aim is to tell stories across all touchpoints of daily life.

We work as a tightly knit team. While individual concepts may start solo, every project evolves through collaboration across disciplines.

We do—but it’s a secret project that we’re preparing to submit for the next A’Design Award. We’re very excited about it and can’t wait to share it with the world when the time is right.

Email 1: william@new-elegant.com
Email 2 : aditya@new-elegant.com