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

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Interview with Samira Mazloom at Tuesday 17th of April 2012: DI: What is the main principle, idea and inspiration behind your design?
SM : I wanted to create a powerful collection. One that would provide its owner with power and self confidence. The kind of jewellery that can turn a regular person into a super hero.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?
SM : I wanted the pieces to be intriguing, beautiful and at the same time dangerous looking.

DI: What are your future plans for this award winning design?
SM : I am not done with this collection yet. Poseidon has so much potential to expand. I will be adding new pieces to this collection.

DI: How long did it take you to design this particular concept?
SM : Almost 16 months from the trigger to the end.

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
SM : Poseidon is my graduation collection.

DI: What made you design this particular type of work?
SM : When I was working on my graduation project, an incident happened to a loved one, left me feeling frightened and in need of protection. I kept thinking of different ways that I would defend myself, just in case. And just then I thought I needed to design something that is beautiful but at the same time potentially dangerous.

DI: Where there any other designs and/or designers that helped the influence the design of your work?
SM : No

DI: Who is the target customer for his design?
SM : I think wearing a piece of Poseidon is like walking in your favourite Stilettos. It gives you this sense of confidence like you are on top of the world.

DI: What sets this design apart from other similar or resembling concepts?
SM : I have not come across any resembling concepts so I guess it is very unique and this sets it apart.

DI: How did you come up with the name for this design? What does it mean?
SM : When I was working on this collection, for no particular reason at all I started reading The Odyssey, which was left unfinished and after that The Divine Comedy, and then I really got into Greek mythology and just started reading. And I came across Poseidon who became my hero. Poseidon is one of the most powerful gods in the Greek mythology. When benign, Poseidon was the creator of islands and calm, peaceful seas but this powerful god had a dark side (just like us humans) When provoked, he struck the ground with his trident and caused earthquakes, drownings and shipwrecks. There was no better figure to represent my collection which is a package of beauty and adornment that could turn into a lethal weapon.

DI: What is the most unique aspect of your design?
SM : It's Uniqueness!

DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
SM : I had a wonderful photographer who managed to turn the pictures in my head, into amazing photos. Thank you Rob.

DI: What is the role of technology in this particular design?
SM : Poseidon was created mostly, using traditional techniques with a lot of hands on work.

DI: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
SM : I started looking at the mourning culture and the Victorian era which some how led to interviewing people from the Punk and Goth culture and reading about them. I also looked at Naturalism and Symbolic art. For some reason I also started reading The Odyssey and after that The Devine Comedy, which I never finished by the way. I think the collection was influenced by all this.

DI: How did you decide to submit your design to an international design competition?
SM : An amazing sponsor persuaded me to do so and I am forever grateful.