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Interview with Priyanka Kedia |
Home > Designer Interviews > Priyanka Kedia |
Editor Frank Scott (FS) from DesignPRWire has interviewed designer Priyanka Kedia (PK) for A’ Design Award and Competition. You can access the full profile of Priyanka Kedia by clicking here.
FS: Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
PK: I have been in and around the jewelry business my whole life, with friends and family in the business while I was growing up and then getting married to a jeweler. This was something that I feel I was destined to do but it took me a while to figure that out, but I'm glad I did.
FS: Can you tell us more about your company / design studio?
PK: The name Ayva comes from the monikers of my kids names: Ayesha and Varun. AYVA is a contemporary line of luxury jewels that fuses the my rich Indian heritage with a modern European design flair, creating pieces of jewelry which are chic, modern and luxurious. AVYA uses historical, decorative motifs found in India’s colorful culture and history and merges them with the clean lines of the west.
FS: What is "design" for you?
PK: Design for me is something that makes ideas tangible, it takes abstract thoughts and inspirations and makes something concrete. It’s often said that designers don’t just think, they actually translate those thoughts into works of art.
FS: What kinds of works do you like designing most?
PK: I love designing rings and earrings. They are my favorite so designing those two categories come naturally to me.
FS: What is your most favorite design, could you please tell more about it?
PK: My most favorite design is this Riya collar necklace. Riya’s elements combine nods to the past- marquise-shape gemstones and diamonds- and an updated silhouette, giving way to the future. It was designed as a symbol of love and dedication, a legacy to be carried on for generations to come; its aesthetic puts an emphasis on eternal love and the unity of two souls.
FS: What was the first thing you designed for a company?
PK: The first thing I designed was a ring when I got into the jewelry industry full time. I had gone on a gemstone buying trip with my husband and I was hooked. I felt like those gemstones were calling me and I picked one that I instantaneously fell in love with and designed a ring with it.
FS: What is your favorite material / platform / technology?
PK: Gemstones and yellow gold.
FS: When do you feel the most creative?
PK: I feel the most creative after I go on my gemstone buying trips. I almost always know what I will end up making with them when I buy them.
FS: Which aspects of a design do you focus more during designing?
PK: Comfort and wearability. I love jewelry that I can wear and don't have to put away in my safe. That's always been my philosophy so I make sure that when I design I make something I can wear at all times, so that when someone buys my jewelry they can enjoy wearing it.
FS: What kind of emotions do you feel when you design?
PK: I feel extremely proud and happy when I design jewelry. Jewelry is something that transcends time and knowing that my jewelry will out live me and bring joy for generations to come makes me ecstatic.
FS: What kind of emotions do you feel when your designs are realized?
PK: Pride.. As a designer you can imagine the piece you design and you know how it will look when it comes to life. However the moment when you hold the piece and you know it looks exactly as you imagined or even better sometimes makes me proud.
FS: What makes a design successful?
PK: Balance is the key to any successful design.
FS: From your point of view, what are the responsibilities of a designer for society and environment?
PK: As a designer it's my responsibility to give back to all the wonderful people that work behind the scenes. They are the amazingly skilled artisans who spend countless hours making my vision a reality. As a designer it is my responsibility to give back to them and their families by supporting them both financially and emotionally. That being said it is even more important to be environmentally responsible, because as a designer we all create pieces that we hope will last for generations to come. We need to be careful and reduce our carbon footprint and the environmental impact our professional has.
FS: How do you think the "design field" is evolving? What is the future of design?
PK: The future of design is going to rely on sustainability and reduction of waste.
FS: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
PK: My last exhibition was at JCK Las Vegas where I exhibited as one of their Rising Stars. I will exhibit again next year in 2018.
FS: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
PK: My inspiration comes from my rich Indian heritage which is fused with my love of Parisian Fashion, European Style and Italian Design, thereby creating pieces of jewelry which are chic, modern and luxurious. I use historical, decorative motifs found in India’s colorful culture and history and merge them with the clean lines of the west.
FS: How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
PK: Stylized with a strong sense of color.
FS: Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?
PK: I have lived in San Francisco for the last 14 years but I grew up in India. My designs are inspired by my Indian heritage along with my life in San Francisco and my travels.
FS: What are your suggestions to companies for working with a designer? How can companies select a good designer?
PK: Working with designers is really important as I believe that working with them is not only about the product but also about the inspirations and stories they bring along about their work, their studio and their career history. When you select a designer it is important to know that they believe in your brand as much as you do. Look at their work and see how they will help boost your brand image and attract a client base for you.
FS: Can you talk a little about your design process?
PK: I first start with my concept for the collection and then design individual pieces with my gemstones in mind. After that I keep going back and looking at the designs everyday for a month or two. If I am still not bored and in love with them as much as I was when I first designed them, I put it those pieces into production. As for the rest of the pieces in that collection- it's back to the drawing board with them. This is why I only design one to two collections per year.
FS: Can you describe a day in your life?
PK: I wake up around 6:00 a.m. and spend a good 45 minutes meditating and planning my day. After the kids wake up it’s time for packing snacks and lunches and off to school and work for us. I usually work until 4:00 p.m., then it’s time to pick my kids up from school. I usually try not to schedule any meetings unless necessary in the evening so that we have some time to spend together. I log back on at night after we put the kids to bed, as I work with people overseas and that side of my business happens late at night.
FS: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
PK: Keep going and moving forward. There are things that will throw you off and people who won't appreciate your work, but don't be discouraged as for every one that does not appreciate your work you will have twice as many who fall in love with it and that will make all those sleepless nights totally worth it.
FS: From your perspective, what would you say are some positives and negatives of being a designer?
PK: Being able to be a part of someones joyous moments is the best gift you could receive as a designer. It's so satisfying to know that something you created is now a part of someone else's life. I don't know anything that I don't like about being a designer.
FS: What skills are most important for a designer?
PK: Imagination- I think that's all you need.
FS: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
PK: Pencil and paper. For me there is still no substitute for free hand sketching. The more I sketch the more ideas I get. It just stimulates my brain a lot more than any software could.
FS: How long does it take to design an object from beginning to end?
PK: It takes me a long time to design a piece of jewelry. I first start with my concept and then design the piece with my gemstones in mind. After that I keep going back and looking at it everyday for a month or two. If I am still not bored and in love with it as much as I was when I designed it first, I put it into production. That's why I only design one to two collections per year.
FS: What is the most frequently asked question to you, as a designer?
PK: What is the source of my inspiration ?
FS: What was your most important job experience?
PK: My most important job experience was when I was an inventory planner for exclusive luxury wines. It taught me a lot about production and distribution of luxury goods.
FS: What are your future plans? What is next for you?
PK: I plan on expanding my collections and spreading my love by bringing back the magical traditions of celebrating love and life with jewelry.
FS: Do you work as a team, or do you develop your designs yourself?
PK: I develop my designs myself.
FS: How can people contact you?
PK: People can email me at priyanka@ayvajewelry.com
FS: Thank you for providing us with this opportunity to interview you.
A’ Design Award and Competitions grants rights to press members and bloggers to use parts of this interview. This interview is provided as it is; DesignPRWire and A' Design Award and Competitions cannot be held responsible for the answers given by participating designers.
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