Interview with designer Samira Mazloom (SM), regarding views on design, and for the award-winning design Angels or Demons Jewellery.

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Interview with Samira Mazloom at Monday 11th of March 2013: DI: What is the main principle, idea and inspiration behind your design?
SM : We constantly witness the battle between good and bad, darkness and light, chaos and order, war and peace, hero and villain. Regardless of our religion or nationality, we have been told the story of our constant companions: an angel sitting on our right shoulder and a demon on the left. The angel persuades us to do good and records our good deeds. The devil persuades us to do bad and keeps record of our bad deeds. The angel is a metaphor for our "superego" and the devil stands for "Id". They represent the constant battle between the conscience and the unconscious.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?
SM : Designing a piece of Jewellery which is meaningful. This collection has many different pieces but for this specific piece, I wanted the wearer to literally have an Angle over the right and a Demon over the left shoulder.

DI: What are your future plans for this award winning design?
SM : This design is part of a complete collection for both women and men which hopefully will be soon available to clients all over the world.

DI: How long did it take you to design this particular concept?
SM : From concept to production, It has taken almost two years.

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
SM : I was not commissioned. After I thought about this concept, I fell in love with it and I was really surprised to know that nothing like this has ever been done before.

DI: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?
SM : I have full copy right of this design and I wish not to sell or lease this right. I wish to produce the work myself but of course I am human and may change my mind.

DI: What made you design this particular type of work?
SM : I am a jewellery designer but I think like a fine artist. I create what inspires me and I don't really pay attention to what the market expects. The first reason to create, for me is to satisfy the artist inside me but of course it makes me extremely happy to get positive feed back from people, costumers and the market.

DI: Who is the target customer for his design?
SM : Any one who likes the pieces is a potential costumer.

DI: What sets this design apart from other similar or resembling concepts?
SM : I have done my research and have not seen a similar or resembling concept. I claim that this concept and this collection is extremely unique and I am honoured to be the creator.

DI: How did you come up with the name for this design? What does it mean?
SM : Angels and Demons is a book by Dan Brown which I started reading. After I started working on this collection, this name kept coming to mind. but I changed it to Angels Or Demons because we always have a choice between these two.

DI: What is the most unique aspect of your design?
SM : I think it is fair to say that both the concept, and the design are extremely unique.

DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
SM : The concept of this design is completely mine, I spent a lot of time working on the designs. I consulted a designer regarding the engineering side of pieces. Due to the unique shape of the pieces, we needed different attachment techniques to make sure the pieces stay in place. I also worked with an amazing Photographer.

DI: How did you decide to submit your design to an international design competition?
SM : I am a very competitive person. The great thing about winning these international competitions is that I don't need to worry about marketing anymore. It is taken care of.

DI: What did you learn or how did you improve yourself during the designing of this work?
SM : I have learnt that my first design is not my first produced piece. from the time I design something until the time when I have the piece in my hand, The design keeps evolving. I can say it has changed a lot and this is how design works but as a designer, I always envision a piece from the beginning and I can say I will stick to my vision as much as I can. I am very loyal to those first rays of inspiration.