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‘What others say’ Marc Lange, about SIERAAD Art Fair

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Marc Lange

He calls himself a goldsmith jeweller and adds a modern interpretation to the classical jewellery canon. He has partcipated in SIERAAD for the past five years.

SAF: Why do you take part in SIERAAD?

Marc: Because SIERAAD is the leading event in Holland for goldsmiths and jewelery desginers.

SAF: What’s in it for you – materially as well as immaterially?

Marc: Materially, SIERAAD has been profitable for me over the past few years. In how far this is also because I invite some 1200 of my customers is hard to say, but I think it does play a role; a lot of them come to the event. At the same time it is a good occasion to invite your own customers. There is a fair chance that those that come will buy something and those that do not come can at least see that you are active. I can’t be bothered by the chance that I could lose customers to my colleagues – that risk is offset by what the invitations bring in.

And of course, if you’re not present here you’ll miss the press coverage. The fair leaves me with a lot of joy and motivation. Prior to the fair I am driven to come up with new things, during the fair I enjoy the attention, the praise and the selling. Afterwards I am always tired but satisfied and my diary is full of appointments.

SAF: What does the fair do for you, before and particularly after the event?

Marc: SIERAAD also contributes to my growth. Of course it is my own responsibility, but I get inspired and driven to once again surprise the public, the press and myself. Therefore the event is a great sounding board to discover what works and what doesn’t, and what draws the most attention.”

SAF: Did the fair leave you with any regular customers, of the fair or otherwise?

Marc: With both.

SAF: At the fair you represent a classical aspect of contemporary jewellery design. Are you the odd one out or is this where your strength lies?

Marc: “I partly agree with the proposition. My work is quite modern, albeit more traditional as far as the materials used are concerned. It is also more conservative in its effect and the way it is worn. At an event for jewellers and goldsmiths I would represent the freer and more modern side of jewellery design. At SIERAAD it is my strength and makes me stand out. In my opinion more colleagues could be successful with jewellery made of traditional materials such as precious metals and precious stones. It would not be a bad thing if this segment were represented better at SIERAAD. I’m not afraid of competition, on the contrary I think it will enhance the diversity and appeal of SIERAAD.”

‘What others say’ Iris Saar Isaacs about SIERAAD Art Fair

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SAF: Why did you, coming from ‘down under’ chose Amsterdam to show and sell your work?

Iris: “I chose to participate in SAF in order to gain some exposure in Europe to new galleries and direct clients. During SIERAAD I met a new audience and a very inspirational community of makers.”

SAF: Did the fair bring you anything afterwards?

Iris: “Not really, all my contacts and sales were during the fair only.”

SAF: What would you tell jewelers still hesitating to participate?

Iris: ”I thoroughly enjoyed the experience to be part of an amazing community of makers. I also had good sales and exposure, so I would definitely come back…”

SAF: What is your advice on running your own small business?

Iris: “In order to make it a successful business you must wear two hats at all times – the maker/ designer and the businessperson. That means that developing and making new work and exhibiting it needs to be based on viability as well as artistic merit.”

SAF: What’s your feedback on our organization, please bad and good points?

Iris: “My sales to the general public were ok, however I did not get many orders/sales to new European galleries as I would have liked to. I hope that by participating several times I will be able to establish more connection with local galleries.”

SAF: Would you participate for more years so you can build on your network of clients?

Iris: “Yes, I have committed to exhibit in 2014, and if the response will be as last year I am likely to continue.”

‘WHAT OTHERS SAY’ Judith Bloedjes about SIERAAD Art Fair

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Judith Bloedjes combines porcelain and silver in her jewellery. Eight years ago she took the plunge and decided to take part in SIERAAD, which at that time was held in the Rai building in Amsterdam.

Foto: Rob Severein

SAF: Why did you choose SIERAAD?

Judith: I had arrived at the point where I wanted to build up my reputation, meet collectors and clients and sell my work. Presenting my work to a large public for the first time was terrifying – I was overcome by doubts and uncertainties: Am I doing this right? Do I have enough work? Can I recover the costs single-handedly? Somewhere along the line I was able to let go of these emotions.

SAF: What’s in it for you – materially as well as immaterially?

Judith: In the first two years I was able to just break even, but in the third year I actually started to earn something, which is still the case today. How much I make varies each year, but generally speaking I am happy with it.

Purely from a financial point of view I should have decided to stop participating in SIERAAD after the first two years and my accountant would have agreed with me. However, the experiences of my colleagues at the fair made me decide otherwise. Now new participants come to me asking me whether or not they should continue and I stimulate them to keep going.

Immaterially I get a lot out of SIERAAD as well – all the contacts I have been able to make, good relations with customers, galleries and collectors. For instance, I have sold my work to art historian and collector Marjan Unger, which was part of the jewellery collection she donated to the Rijksmuseum. That my work is on display there, is of immense value to me.

The contacts with colleagues all over the world are important, for you keep each other informed about what to see and do. My taking part in the TV program KUNSTUUR also turned out to be very useful, for after all, you and your work are on TV in a program geared to a specific target group. When there is a rerun of the program I notice this immediately in my mail, and reactions from customers and galleries.

SAF: Did the fair leave you with any regular customers, of the fair or otherwise?

Judith: Certainly. I have some regular customers who buy something of my work at the fair each year. The first two years were difficult because the public has to learn that you are not someone who’s here today and gone tomorrow. Visitors see you again each year and follow your progress. Being present at SIERAAD means investing in the trust of visitors.

SAF: What does the fair do for you, before and particularly after the event?

Judith: I can tell by the publicity before the fair opens. More people check my site, apparently they orient themselves ahead of time.

The effects of the fair are noticeable long after the event, in my case sometimes up to 2 years after an edition. People will have saved up for a specific piece of jewellery and come to my workshop or to that one particular gallery to finally purchase it.

SAF: What would you say to people who are still hesitating whether to participate in SIERAAD or not?

Judith: “Be sure which way you want to go in this business and make a  brief business plan. Plan on participating in SIERAAD for 3 years and then take stock of the situation. Present yourself at the fair with original and convincing work, showing an interesting mix including wearable and saleable pieces. If you attend for a number of consecutive years, be sure to show a substantial percentage of new work.

Create your own profile. There is nothing wrong with observing how others go about things, but visitors will remember you precisely because you stand out.

Another piece of advice: high-quality business cards or flyers always pay off becaue people are able to find you even after the fair.

Conclusion: the longer you partcipate in SIERAAD, the more you will profit. 

The International Jewelry in China.

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We still receive publications about SIERAAD Art Fair 2013.

This publication is from; The International Jewelry in China. The magazine is sponsored by People’s Daily of China, which has both international and national standard serial numbers.

Edelmetaal Jan.2014

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Beautiful publication in Edelmetaal Jan.2014 about SIERAAD Art Fair 2013. This year the writer Joke Sants took Dutch participants. Edelmetaal is THE magazine for jewelers and jeweler shops.

A not to be missed exhibition!! THE GIJS+EMMY SPECTACLE.

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exhibition  THE GIJS+EMMY SPECTACLE

22 FEB – 3 AUG 2014

Fashion and Jewelry design by Gijs Bakker and Emmy van Leersum 1967–1972.

In the late 1960s, these designers revolutionized the design world with their avant-garde jewelry and clothing. Multidisciplinary installations present Gijs+Emmy’s innovative jewelry and clothing designs for the modern woman (and man). The installations are inspired by the legendary fashion show at the Stedelijk Museum in 1967, the happening at gallery Art & Project in 1970, and the dance production Mutations. –

See more at: http://www.stedelijk.nl/en/exhibitions/the-gijsemmy-spectacle

A new year 2014.

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If you want to participate in SIERAAD Art Fair, in 2014, we ask you to do the following:

* send us 9 -12 high resolution pictures on a white background (330 dpi about 12 x 12 cm)

* thereby also send your CV + artist’s statement

* all to be send to; info@sieraadartfair.com with www.wetransfer.com

* Do all this before April 25, 2014, we will inform you of our findings in approximately 2-3 weeks after we received the wetransfer map.

Looking forward receiving your information & pictures of your work!

Ariane Ernst: toptalent

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Ariane Ernst: toptalent

SIERAAD is full of Firsts, like the work of Ariane Ernst (Germany). She has only just received her master’s from the Fachhochschule Düsseldorf. Ernst is busy creating a distinct profile for herself in conscientious and innovating ways. Allmut Ariane Ernst has already designed four collections and she pulls off what only few others manage: all four collections are strong in concept and execution. In ‘Brilliant’ Ernst translates the facets of diamond cutter Marcel Tolkowski (1919) into a series of rings with different interplays of lines in the ribs. When it is not worn, each ring (in gold-plated steel) sits like a pistil in a flower of mirrors, so that all sides (metaphorical facets) are reflected. ‘S.o.l’ stands for ‘Symbols of life’ (chrome, steel, gold-plated). Ernst translated character types and core qualities into symbols. From this coded language you select the symbols that represent the path of your life. By asking a number of questions Ernst leads you to the symbols that go with your life. There is no obligation, you can also do it intuitively. ‘Hubs’ is a series of necklaces whose hanging is determined by forked and therefore directional segments. The elements are made of 3D printed polyamide, hand lacquered and threaded onto string. The work is based on the geometrical-abstract and kinetic art of the Venezuelan artist Gertrude Goldschmidt (1912-1994). ‘Looping’ is the counterpart of ‘Hubs’. In this series (steel, powder coating, gold-plated) the pivot is dynamic, causing small changes in the shape of the necklace when it is worn.

Ariane Ernst Nationality: German  mail@arianeernst.com www.arianeernst.com 

THEME NTJ 2014 CONFRONTATIES and winner.

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NTJ2014: CONFRONTATIONS

Is the new theme for the next edition of the biennial international design contest and (travelling) exhibition New Traditional Jewellery. It is a theme you can approach at a meta-level or simply very intimately and personally. You can look at ‘confrontations’ from many angles: on a worldwide scale (climate changes, distribution of wealth, waste management, for example) or as the reaction to an inner dialogue. Confrontations are hard to ignore and force you to have an opinion. At times they may turn your entire life upside down. We often link confrontations to coming to terms with something, to solving a problem and joining the fray. It is a word often used in court, war, politics, psychology and sports. Check www.newtraditionaljewellery.com for the terms and conditions and entry criteria.

The contest and subsequent (travelling) exhibition is always linked to a topical theme: Folklore (2006), Symbols of Faith (2007), Intimacy (2008), True colours (2010), New Nomads (2012). The objective is to present international contemporary jewellery design to a wide public and to bridge the history of jewellery and the present.

Winner Maryvonne Wellen

Maryvonne Wellen (Holland), one of the winners in the category students of the 2012 edition New Nomads, presents herself at SIERAAD for the first time. Last year she was still a master’s student Applied Arts and Design at the Fachhochschule Düsseldorf and her necklace ‘portrait of a clan member’ was the winning entry. “I collected pictures of ethnographic jewellery from all continents and combined these in a mask-like collage. A mask is a universal shape which you can find all over the world in past and present. It covers the face and in doing so also the identity of the wearer, while at the same time the mask itself also provides an identity”, says Wellen. “This piece of jewellery bridges the gap between ethnography and the space age”, is how the jury of NTJ judged her entry. At SIERAAD Wellen will show new work evolving out of her winning piece “clan member’.

Nationality: Dutch

hoi@maryvonnewellen.com

www.maryvonnewellen.com

Impression 2013

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Pictures of SIERAAD Art Fair 2013

http://www.sieraadartfair.com/cms/impressie-2013/