Interview with designer Liza Belachew (LB), regarding views on design, and for the award-winning design The Share Collection Earrings.

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Interview with Liza Belachew at Sunday 12th of April 2015: DI: What is the main principle, idea and inspiration behind your design?
LB : My design is mostly inspired by my family culture, graphic experience, and context of art, fashion...etc.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?
LB : It is to express myself based on my identity and the way of my associating with society.

DI: What are your future plans for this award winning design?
LB : This style is going to be more evolved in the next phase and I want to make it even more established.

DI: How long did it take you to design this particular concept?
LB : Speaking practically, it took about 3 months. but in fact it took more time to reach this concept and style, including the feasibility study.

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
LB : Because I wanted to break some sort of existing frame to jewelry and to make it more innovative with obvious message. This style is the result that I decided to pursuit an inspiration.

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?
LB : My design is for my own jewelry brand and my company will sell them through online,

DI: What made you design this particular type of work?
LB : It might be my strong desire to creativity and originality.

DI: Where there any other designs and/or designers that helped the influence the design of your work?
LB : Principally it is my families art work. And art, architecture, and current fashion trends.

DI: Who is the target customer for his design?
LB : Fashion and art lovers.

DI: What sets this design apart from other similar or resembling concepts?
LB : At least I don't think there is any other similar concepts in the world.

DI: How did you come up with the name for this design? What does it mean?
LB : The Share collection is inspired by the idea to share, or to be connected with others through these jewelry pieces.

DI: Which design tools did you use when you were working on this project?
LB : I used visual drawing software.

DI: What is the most unique aspect of your design?
LB : Fragmented jewelry pieces, combined one another and as a result they becomes a single motif such as geometry or heart. some people even don’t recognize that it is a collectiveness, composed of eight studs earrings at the first sight because they looks a perfect single motif. I love to see their reaction of when they know the secret.

DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
LB : I collaborated with Japanese craftsmen who have amazing skilled and very careful job.

DI: What is the role of technology in this particular design?
LB : Most importantly, it is their perfect polish to gold surface. Because it is not impossible for the studs to be connected one another without a careful polish.

DI: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
LB : I interviewed some fashion or creative people about the design and price range. And also I researched a lot about other brands in order to avoid duplication of design.

DI: What are some of the challenges you faced during the design/realization of your concept?
LB : It was to brush up my concept and make even more simple and meaningful message.

DI: How did you decide to submit your design to an international design competition?
LB : I wanted people in the world to know share this great concept.

DI: What did you learn or how did you improve yourself during the designing of this work?
LB : I had been an art director of fashion magazine for a long time, and I always think about what kind of style attracts people or what kind of topic they like. But through this work experience, I wanted and think more about myself, such as who I was, what I have done in my life, who I am, what I want to do, or what I should do...etc.