Jelena Dinic

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Jelena Dinic ("JD") for their original perspective and innovative approach to design as well as their creative lifestyle, we are very pleased to share our interview with our distinguished readers.

DL: Could you please tell us a bit about your design background and education?

JD : My artistic education began when I enrolled into art school (the textile design department) with the ambition to one day try my luck in the world of fashion. After I graduated, my first job was in jewelry production where I grew fond of this industry. The next logical step was for me to try to design my own pieces. After many years of learning about this field and perfecting my technical knowledge, I can safely say this is my field of expertise.

DL: What motivates you to design in general, why did you become a designer?

JD : I’ve always adored art, in any shape or form, but I especially enjoy it when it can be applied through everyday objects or accessories.

DL: Did you choose to become a designer, or you were forced to become one?

JD : I don’t believe anyone can be forced to become a designer. In order for someone to go into design, they need to know and love art, to be creative and, most of all, to want it – which was the case with me.

DL: What do you design, what type of designs do you wish to design more of?

JD : I mostly design jewelry, although I’m not a stranger to graphic design, creating visual identities and promo materials for marketing purposes for various companies. I’ve recently taken an interest in animated video production so I would like to further advance my knowledge in that field and put it into practice.

DL: What should young designers do to become a design legend like you?

JD : I think the key is constant learning, researching and resilience. Another important thing is to set clear goals and have a vision of what you wish to achieve.

DL: What distinguishes between a good designer and a great designer?

JD : There’s a fine line between a good and a great designer. There are plenty of good designers, but what makes great designers stand out is pushing limits, innovation, originality and setting new standards.

DL: What is the value of good design? Why should everyone invest in good design?

JD : A design needs to be justified in the sense that it has artistic value in the elements of visual art, to fulfill the demands of its purpose, to be likeable and usable and, in a way, innovative. It should also evoke a certain emotion within the consumer. It’s precisely this emotion which will make us like, let’s say, a piece of jewelry which we will wear on a special occasion and which will make us feel good.

DL: What would you design and who would you design for if you had the time?

JD : I can’t think of any one specific person I would design something for, but every person I’ve ever met or will meet is a potential source of inspiration for me because every single one of them is different and they all carry their own inspiring energy.

DL: What is the dream project you haven’t yet had time to realize?

JD : My dream project that I haven’t yet had time to realize would be creating my own brand and launching my own collection of fashion jewelry, but it’s a work in progress.

DL: What is your secret recipe of success in design, what is your secret ingredient?

JD : There is no secret recipe. Like in all other professions, the main ingredient is love for your job, everything else you can season to taste.

DL: Who are some other design masters and legends you get inspired from?

JD : There are many designers I respect deeply, but a few of them have inspired me with their work. Among them is the great Antoni Gaudi, Spanish architect and designer.

DL: What are your favorite designs by other designers, why do you like them?

JD : It’s difficult to single out one specific piece of one designer as a favorite. Still, if I had to choose one from my field, it would be Luca Lorenzini, Italian jewelry designer. I like his fusion of cold metal with organic elements from nature.

DL: What is your greatest design, which aspects of that design makes you think it is great?

JD : Perhaps it’s not my best design, but it’s certainly one of my favorites. It’s a jewelry set inspired by the butterfly and the movement of its wings. It holds great value to me because it was created at the very beginning of my designing career in the jewelry industry. This set was exhibited at the fair of jewelry and watches „Sjaj“ in Novi Sad, Serbia and was awarded first prize which was a confirmation to me as a young designer that I was on the right path.

DL: How could people improve themselves to be better designers, what did you do?

JD : Constant learning, learning, learning… Researching, reading, observing, introspection, expanding your horizons through new ways of expressing yourself, new digital tools…

DL: If you hadn’t become a designer, what would you have done?

JD : I would have definitely gone into some type of visual art. It’s what I’ve always wanted and what I’ve always shown an interest in, ever since early childhood.

DL: How do you define design, what is design for you?

JD : To me, design is a way to self-express through a specific art form, to exhibit emotion through art implementing it in an object and hope that its user will feel that same emotion.

DL: Who helped you to reach these heights, who was your biggest supporter?

JD : My greatest support was definitely my family – my sister, who is also my coworker, my daughter, husband and mother who have always had faith in me, encouraged me and supported my growth.

DL: What helped you to become a great designer?

JD : There are numerous factors which determine whether someone will be successful or not. I couldn’t say which one was decisive, but I’m certain that my resilience, belief in myself and constant learning were the most helpful.

DL: What were the obstacles you faced before becoming a design master?

JD : We all face countless obstacles in life and in our careers. One of the crucial obstacles is lack of a belief in yourself, a moment when there’s no inspiration to be found, financial instability of all artistic professions when you are at the beginning of your career which forces you to do a job you don’t fully enjoy.

DL: How do you think designers should present their work?

JD : We live in a digital era with all its pros and cons. I would choose to focus on the pros as they are plenty. The market has become more available to everyone, as well as information and all sorts of knowledge. There are many great ways to present your work and the availability of social media and online platforms for promotion is certainly an opportunity that should be taken.

DL: What’s your next design project, what should we expect from you in future?

JD : I’m in the early stages of a new project so I wouldn’t discuss it too much. I will only say that I intend to stay in design – jewelry design most of all – and I plan to elevate that even further.

DL: What’s your ultimate goal as a designer?

JD : This is a difficult philosophical question. I consider any form of art a way to express myself, my emotions and a way to leave something lasting behind. I firmly believe that art ennobles people so, if I stir an emotion in someone through my design, I will have considered my goal fulfilled.

DL: What people expect from an esteemed designer such as yourself?

JD : I couldn’t say what other people expect of me, but all people love art. I think that people with good ideas are expected to give even more good ideas and to create art works others will enjoy.

DL: How does design help create a better society?

JD : Art in any form is an important aspect of every society. Its role is to connect and evoke pleasant emotions. I consider this to be vital.

DL: What are you currently working on that you are especially excited about?

JD : I’m currently planning on creating my own brand.

DL: Which design projects gave you the most satisfaction, why?

JD : Every project I’ve ever worked on holds value to me. Still, taking part in the A’Design Award & Competition and winning the Bronze award is my greatest affirmation yet and it comes as a confirmation of the quality of my work as it was recognized by a large number of people.

DL: What would you like to see changed in design industry in the coming years?

JD : I would like for design to be more globally available to younger, less recognized designers so that anyone who wants can get the chance to learn and try it.

DL: Where do you think the design field is headed next?

JD : Trends are hard to predict, but they are often repeated periodically. With the presence of advanced technology, we can only wait and see.

DL: How long does it take you to finalize a design project?

JD : How long I work on a project depends on how extensive and complex the project itself is. Sometime a piece of jewelry takes me a few hours (if I already have an idea of it in my head) and sometimes it’s a process which lasts for weeks.

DL: When you have a new design project, where do you start?

JD : I always start a new project from the demands and needs of my client. Once that’s defined, and I know within what framework I can operate and I start sketching.

DL: What is your life motto as a designer?

JD : I never accept a project I don’t want to put my name to.

DL: Do you think design sets the trends or trends set the designs?

JD : I think it’s a feedback loop. I think sometimes you have to follow the trends because the market demands so and sometimes an innovative design sets a new standard and changes the trends.

DL: What is the role of technology when you design?

JD : A crucial one. Although I’m part of a generation which matured before the digital age and I’m no stranger to working with a pencil, paper, paint and brush (and I sometimes go back to those), I stay up to date and use all the available digital tools which significantly help keep everything in order.

DL: What kind of design software and equipment do you use in your work?

JD : I use various tools, software for 3D modeling and rendering, a creative pen tablet…

DL: What is the role of the color, materials and ambient in design?

JD : Like all other elements of visual art, color, materials and ambient are extremely important – especially in design presentation. How you balance out these elements determines how your audience or client will receive the design.

DL: What do you wish people to ask about your design?

JD : Every design I create has a story behind it. Sometimes people don’t think about the background, but each design has its own symbolism, whether covert or overt, and a story which inspired its creation. I wish I could explain that to people in more detail.

DL: When you see a new great design or product what comes into your mind?

JD : Brilliant! That’s my first thought. And then I grow a deeper interest, I analyze and try to understand why it left such a strong impression on me.

DL: Who is your ideal design partner? Do you believe in co-design?

JD : Although I currently work alone, I do think that two heads can be better than one. I couldn’t say what I’d want that person to be like in order for me to work with them. I can easily adapt to anyone, but it should be someone with a similar energy and sensibility to mine.

DL: Which people you interacted had the most influence on your design?

JD : The people who have influenced my design the most are those who know exactly what they want and have arguments and explanations for every request, but are open to suggestions. I love cooperating with them because they inspire me.

DL: Which books you read had the most effect on your design?

JD : I’ve read many books, however cannot single out a particular book which has impacted my design the most. I’d say that all literature related to the history of art was the source of my inspiration.

DL: How did you develop your skills as a master designer?

JD : Having worked with jewelry, I have learned lots about its technical characteristics. The key was experience and constantly learning and perfecting my use of new digital tools.

DL: Irrelative of time and space, who you would want to meet, talk and discuss with?

JD : There is one person, who I would wish to talk to, if it were possible. It is my compatriot Nikola Tesla, who is, in my opinion, the greatest scientist who ever lived. The brilliant mind for whom I would have many questions and whose complex personality I’d like to comprehend.

DL: How do you feel about all the awards and recognition you had, is it hard to be famous?

JD : Receiving this prestigious award has of course been flattering, however I live in my own town, in my own country, as I have all these years. Although I am congratulated by people in my surroundings, I do not feel famous.

DL: What is your favorite color, place, food, season, thing and brand?

JD : My favorite color is red and I love relaxing by the sea listening to the sounds of waves crashing against the shore. I like Mediterranean cuisine, as it reminds me of summer, my favorite season.

DL: What makes your day great as a designer, how do you motivate yourself?

JD : I don’t need any particular motivation to design something. I try to bring a dose of creativity to everything I do. The most special days are those when I do not expect that I will come up with the right design, but then I arrive at the perfect idea in the earliest stages.

DL: When you were a little child, was it obvious that you would become a great designer?

JD : Ever since I was a little girl, I showed an interest in creating something that I would use, so I’d say it was pretty evident that I would go on to become a designer.

DL: What do you think about future; what do you see will happen in thousand years from now?

JD : I don’t think any of us can foresee that. Maybe humanity will inhabit other planets, or perhaps we will go back to nature and reconnect with our ancestors’ ways of living. Only time will tell.