Ana Piazza

Good in Jewelry Design.

About Ana Piazza

  • Winner of Jewelry Design Award.
  • Specialized in Jewelry Design.
  • Original Design.
  • Creative, Diligent and Innovative.
  • All Designs
  • Jewelry
Gabo Ring

Gabo Ring

Jewelry Design


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Interview with Ana Piazza

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?
Before taking my first jewellery design course in 2004, I worked in an investment bank in the international area. While taking the course, I decided I had to understand deeply about gemstones because I have always had a passion for them. This passion has to do with my father, who is a geologist, and I grew up listening to him talking about minerals. Pursuing this idea, I took gemological courses in Brazil and in 2007 started the Graduate Gemologist (GG) course with the Gemological Institute of America (GIA-USA), which I finished in 2009. Worked in the gemstone department at Sauer, a Brazilian leading jewellery company, which helped me fine-tune the technical aspect of assessing gemstones in terms of cut, clarity and color. However, besides this gemological expertise, I always imagine a jewellery piece when I see a gemstone I like. After moving to Sao Paulo, I decided in 2010 to focus in the jewellery segment by taking courses on design, silversmithing and creative development in design. Along with that, I started working issuing Identification Reports on special gemstones for jewellers. Later, I became a gemology teacher at the Brazilian Institute for Gemstones and Metals, function I still have. By the end of 2016, I decided to launch my brand, Ana Piazza, with the purpose of creating jewellery pieces with natural gemstones that convey poetry through the stories that inspire them. Creation moves me, makes me dream and feel alive.
Can you tell us more about your company / design studio?
My company started out of a wish to create jewellery pieces that would convey poetry through the stories that inspire them, always carrying a natural gemstone. All the jewellery has at least one natural gemstone. The first collection Horizon was launched by the end of 2016. Two other collections, Concretism and Magic Cube, followed the first one.
What is "design" for you?
Design for me is to deliver a creative product that a person needs or desires. However, you can do more than this, you can enchant the client.
What kinds of works do you like designing most?
I like to design jewellery pieces that convey a story flavoured with poetry, that the user interacts with it; that have movement, volume, asymmetry, interchangeable parts, that it can be used in different ways.
What is your most favorite design, could you please tell more about it?
My favourite design is the Gabo ring because it has almost all the characteristics which I value the most in a jewellery piece. The ring conveys a story, it has movement, volume and offers interaction. Inspired by the wish that people experience again the playful side of life, the magic cube, also known as Rubik Cube, was chosen to represent this wish because of the memories of my son playing with it.
What was the first thing you designed for a company?
I design only for my company, and the first piece was a pair of earrings for the Horizon collection. This collection was inspired in the place I was born, the state of Para, close to the Amazon basin. I chose some elements as inspiration such as the canoes in the rivers, the sun and trees.
Which aspects of a design do you focus more during designing?
I focus more in asymmetry, volume and movement when designing jewellery pieces. All of them have to carry the story that inspired them.
What kind of emotions do you feel when you design?
I feel happy, empowered, fearless and my mind becomes free of all judgements and preset beliefs.
What makes a design successful?
A design is sucessful when the client perceives value in it. For jewellery, the designed piece has to match and fulfil the desire of my client.
When judging a design as good or bad, which aspects do you consider first?
When judging a design as good or bad, I first consider innovation and what that design wants to communicate or accomplish.
From your point of view, what are the responsibilities of a designer for society and environment?
The designer must be respectful to the environment and to society. When I say respectful to society there are some points that need to be covered, such as: do not copy the creation of someone else; pay a fair price to the whole supply chain (input materials and services); be honest by disclosuring all the relevant information needed for the client to decide to buy or not from you. Respectful to the environment means that you should work with people and companies that respect nature by: recycling, recovering soils or/and landscapes, using renewable energy, reusing water.
How do you think the "design field" is evolving? What is the future of design?
The design field is getting more important day after day because of its relation to creativity. In a world where Artificial Intelligence (AI), technology based on machine-learning algorithms, is growing very fast, being creative is what makes the difference.
Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
I find inspiration for my designs in everything I have ever seen, all the places I have ever visited and all the experiences I have ever gone through. And I feed my creativity by travelling, going to exhibitions, watching an orchestra playing, observing feelings, analysing architecture, watching children playing, visiting museums, watching a play in the theatre, walking in the streets and watching how people behave, observing nature and so on. Everything I pay attention to is available as inspirational input for creation.
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?
My design style is very clean with emphasis on asymmetry, volume and movement. This style has to do with my journey in life. My life has been movement because of so many places I have lived in and asymmetric with different and contrasting professional roles I have embraced. The volume itself has to do with not enjoying flat things. When a jewellery piece has volume, it seems to me it has life.
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?
My heritage definitely influences my design. I live nowadays in Sao Paulo, Brazil, however I was born in Para, in the northern region of Brazil, close to the Amazon basin, and grew up in Rio de Janeiro. Cities very different with its own positive and negative aspects, however similar by exhaling joy. The cons I see, during designing, as a result of living in my country, are the social and economic problems we face. And the pros are: the vibrant colors, the sunny places, the joyful people, the abundant nature.
What are your suggestions to companies for working with a designer? How can companies select a good designer?
This question does not apply to my brand, however I think the companies should allow the designers to create multiple and different design options according to the product briefing and not restrict the creation process. A good designer is the one that delivers a creative product that the clients of the company need or desire.
Can you talk a little about your design process?
My design process starts by defining a theme based on an inspiration, either something I have experienced or seen or different feelings I have or observe. Then I choose which elements of this theme I am going to elaborate and represent in my designs.
Can you describe a day in your life?
I manage my brand (interact with clients, create content for social media, manage financial aspects, take hand drawing jewellery design classes), teach gemology courses, exercise, meditate and take care of my home and family. When I work on a new collection once a year, which takes six months from choosing the theme until the products are ready, I reserve 4 hours a day for anything related to it.
Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
Be authentic. Do not copy from other designers. Follow your heart and create with your mind free of judgments.
From your perspective, what would you say are some positives and negatives of being a designer?
The positive aspect of being a designer is to create products which satisfy the need or desire of a client. The negative aspect is that sometimes the designer faces restrictions and cannot create freely.
What is your "golden rule" in design?
My golden rule in design is to be authentic by not copying other designers.
What skills are most important for a designer?
A designer should be free from any preset beliefs that might interfere in the creative process. It is also important that the designer understands the needs and desires of the client.
Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
During designing, I use: pencils and colored pencils to draw my sketches, 3D modelling - CAD software, paper modelling, wax modelling. As inspiration in my toolbox, I have architecture magazines and books of buildings and bridges.
Designing can sometimes be a really time consuming task, how do you manage your time?
When I design a jewellery, I set a date the piece has to be ready. Establishing this time limit helps me determining how many hours a day I need to work on the project. The project becomes priority and the other tasks will be done along the hours left during the day or postponed.
How long does it take to design an object from beginning to end?
It depends on the complexity of the jewellery I intend to create. Usually, it takes six months for a new collection to be ready, beginning by choosing the theme until the jewellery is ready. If it is a custom jewellery piece, the whole process would take 45 days.
Who are some of your clients?
My clients are women who value the story behind the product, who love art, design, travelling. She is modern and prefers timeless pieces.
What type of design work do you enjoy the most and why?
I love designing jewellery because of my passion for natural gemstones.
What are your future plans? What is next for you?
I want my brand to be known in Sao Paulo as the best in offering jewellery with natural gemstones that conveys poetry through the stories that inspire them. I also want to participate in other international awards.
Do you work as a team, or do you develop your designs yourself?
The creative process is done by myself. If I need a gemstone special cut for the design, I outsource the work of a cutter. The production of the jewellery is also outsourced, being done by either a goldsmith or a company. Everything is made in Brazil.
Do you have any works-in-progress being designed that you would like to talk about?
I am already creating my new collection called Nest, inspired by the feeling of being embraced and feeling secure.

Extended Interview with Ana Piazza

Could you please tell us a bit about your design background and education?
Before taking my first jewellery design course in 2004, I worked in an investment bank in the international area. While taking the course, I decided I had to understand deeply about gemstones because I have always had a passion for them. This passion has to do with my father, who is a geologist, and I grew up listening to him talking about minerals. Pursuing this idea, I took gemology courses in Brazil and in 2007 started the Graduate Gemologist (GG) course with the Gemological Institute of America (GIA-USA), which I finished in 2009. Worked in the gemstone department at Sauer, a Brazilian leading jewellery company, which helped me fine-tune the technical aspect of assessing gemstones in terms of cut, clarity and color. However, besides this gemmological expertise, I always imagine a jewellery piece when I see a gemstone I like. After moving to Sao Paulo, I decided in 2010 to focus in the jewellery segment by taking courses on design, silversmithing and creative development in design. Along with that, I started working issuing Identification Reports on special gemstones for jewellers. Later, I became a gemmology teacher at the Brazilian Institute for Gemstones and Metals, function I still have. By the end of 2016, I decided to launch my jewellery brand, Ana Piazza.
What motivates you to design in general, why did you become a designer?
Creation moves me and makes me feel alive. The reason I became a designer was the desire to create jewellery pieces with natural gemstones that conveyed poetry through the stories that inspired them.
What do you design, what type of designs do you wish to design more of?
Since I have a passion for natural gemstones, I enjoy designing jewellery.
What should young designers do to become a design legend like you?
Be genuine and authentic in your creations. Design with your mind free of judgments.
What distinguishes between a good designer and a great designer?
In my opinion, a good designer fulfils the needs and desires of the client. A great designer goes beyond, enchants and surprises the client with a creative product.
What makes a good design a really good design, how do you evaluate good design?
What makes a good design a really good design is the capacity of causing customer enchantment.
What is the value of good design? Why should everyone invest in good design?
Each person values different things, however a product with design has value for itself. The client perceives as worth paying a higher price and this perception is shared by society.
What would you design and who would you design for if you had the time?
If I had the time, I would design home decoration products with natural gemstones just for my brand.
What is the dream project you haven’t yet had time to realize?
My dream product is to design a big sculpture with natural gemstones.
What is your secret recipe of success in design, what is your secret ingredient?
I do not think there is a secret recipe of success in design, only a recipe. The recipe is to free your mind of all judgements you have and be open to feed your creativity with experiences, exhibitions, buildings, art, dance, music and by observing nature, people and feelings.
What are your favorite designs by other designers, why do you like them?
My favourite designs are Contemporary Art Museum in Niteroi, Brazil by Oscar Niemeyer and Heydar Aliyev Centre in Baku, Azerbaijan by Zaha Hadid. Both projects are breathtaking, provocative and organic. They challenge gravity and their constructions depend heavily on mathematical calculations.
What is your greatest design, which aspects of that design makes you think it is great?
Heydar Aliyev Centre in Baku, Azerbaijan. The design is breathtaking, organic, sensual and its construction depends heavily on mathematical calculations.
How could people improve themselves to be better designers, what did you do?
To improve as designers it is necessary to be in a continuous learning process and always be open to feed your creativity with experiences, exhibitions, buildings, art, dance, music and to observe nature, people and feelings. All these listed points help your creativity to flow.
If you hadn’t become a designer, what would you have done?
Before being a designer, I worked in an investment bank in the international area.
How do you define design, what is design for you?
Design for me is to deliver a creative product that a person needs or desires. However, you can do more. You can enchant the client.
What were the obstacles you faced before becoming a design master?
The main obstacle I faced was to free my mind of judgements in order to be open to feed my creativity.
How do you think designers should present their work?
Designers should present their work by telling all the stories used as inspiration to design the product. People connect with stories.
What’s your next design project, what should we expect from you in future?
I am already creating my new collection called Nest, inspired by the feeling of being secure and embraced.
What’s your ultimate goal as a designer?
My goal is to have a jewellery piece I design displayed at the Victoria and Albert Museum in London.
What people expect from an esteemed designer such as yourself?
People should expect my designs to touch their hearts and stimulate their imagination through the stories that my jewellery pieces convey.
How does design help create a better society?
When the product designed improves the way people live and do things.
What are you currently working on that you are especially excited about?
I am currently working in my new collection called Nest. I am especially excited about it because the inspiration comes from the feelings of being embraced and secure.
Which design projects gave you the most satisfaction, why?
The design project that gave me the most satisfaction is the Gabo ring because it has almost all the characteristics that I value the most in a jewellery piece. The ring conveys a story, it has movement, volume and offers interaction. It was inspired by the wish that people experience again the playful side of life.
What would you like to see changed in design industry in the coming years?
I would like that the design industry educated people on the importance of design, showing them that design might change and improve the way they live and do things.
Where do you think the design field is headed next?
The design field is getting more important day after day because of its relation to creativity. In a world where Artificial Intelligence (AI), technology based on machine-learning algorithms, is growing very fast, being creative makes the difference. Designing a creative product can change and improve the way society does things and live.
How long does it take you to finalize a design project?
It depends on the complexity of the jewellery I intend to create. Usually, it takes six months for a new collection to be ready, beginning by choosing the theme until all the jewellery pieces are finished. If it is a custom jewellery piece, the whole process would take 45 days.
When you have a new design project, where do you start?
Since I design jewellery, I start by choosing a theme. Out of the theme, I pick the elements I am going to work with and represent them in my designs of the jewellery pieces.
What is your life motto as a designer?
My life motto as a designer is to be authentic by not copying other designers. You accomplish this authenticity when you filter everything that you see and experience through the story of your life. What you create and design has to mean something to you. This makes a product different and special.
What is the role of technology when you design?
Technology is very important when I design jewellery. The reason is that after drawing my sketches, I design the 3D model using a CAD software to be able to check on any flaws of connection among all the parts or the design itself. After fixing all the problems, this 3D model is used to print a 3D wax model. The 3D wax model is then casted in gold. Most of my jewellery pieces go through these steps. However, there are some that are hand made from beginning to end.
What kind of design software and equipment do you use in your work?
I use Rhinogold, a Rhinoceros plug-in for jewellery. I use the software in my Rhinogold classes with my teacher.
What is the role of the color, materials and ambient in design?
I think all three of them feed the imagination and creativity of the designer interfering in the outcome.
What do you wish people to ask about your design?
I would like if people asked two questions: what is the story behind my design and what inspired me to create it.
When you see a new great design or product what comes into your mind?
When I see a great design, I want to understand what inspired the designer, what is the story behind it. A great design also feeds my creativity.
Who is your ideal design partner? Do you believe in co-design?
I do believe in co-design. However, I work by myself and design just for my brand.
Which people you interacted had the most influence on your design?
There is a special teacher that was very important to me. She helped me unlock my creativity, free my mind of any preset beliefs and judgements and see everything, things and feelings, as input to provoke my mind to create.
Which books you read had the most effect on your design?
Da cosa nasce cosa – Bruno Munari and Criatividade e Processos Criativos – Fayga Ostrower.
How did you develop your skills as a master designer?
I developed my skills as a designer taking courses in different areas such as hand drawing, creativity, Rhinogold 3D modelling and gemmology.
What is your favorite color, place, food, season, thing and brand?
My favourites are: color is blue, food is a Brazilian dish made with shrimp, yucca, coconut milk, and palm tree oil, season Spring, thing is a ring I designed called Vido with a central gemstone with an exclusive cut, Brazilian brand Gloria Coelho.
What makes your day great as a designer, how do you motivate yourself?
What makes my day great as a designer is when what I imagine creating is possible to produce. I motivate myself by being grateful and feeding my mind with new and different things, experiences and feelings. This way I can deconstruct what is inside my mind and try to create innovative designs.
When you were a little child, was it obvious that you would become a great designer?
I have always loved to create and enjoyed doing manual art work when I was a little child. However, I ended up working in the financial area, which I also enjoyed. Later in my life, I decided to relive my childhood abilities and invest my time and effort in the jewellery design business. It feels like I am living a dream.
What do you think about future; what do you see will happen in thousand years from now?
I think technology will be so advanced and innovative that humans will be able to wear small powerful wings to fly short distance anywhere. Laser technology will be used to set up the lanes and traffic lights in the sky. All the glaciers will be melted, many places will be covered by water and people will have to live in suspended houses in the air. Humans will be able to be in many places at the same time as holograms. They will be able to live in any planet and visit any galaxy. Design will also play a very important role in the future.
Please tell us anything you wish your fans to know about you, your design and anything else?
I want people to know that I design jewellery with natural gemstones that conveys poetry through the stories that inspire them. Stories based on experiences, feelings and so many things I have ever seen. I love what I do and this positive and vibrant energy goes into any jewellery piece I design.

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