MEET THE DESIGNER
DISCOVER THE FASCINATING WORLD BEHIND
SUSANA VEGA
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The intricate work behind beads that go beyond designing, the long path to discovering oneself along with one's roots, and through the path all the encounters that help shape the artwork that was brought forth in this day. Going back to her roots and embracing her origins to honor traditions, craftsmanship and taking them to another level.
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Let yourself scroll through her intriguing story.
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SHOP THE AUREA COLLECTION
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We know about who you are but tell us a little bit about you
S: My passion for jewelry began when I was little. I admired the fashion world and I've dreamt of being a part of this world. I began creating jewelry pieces for myself because I don’t find anything that I like or feel identified with in Tovar, Venezuela, my native town. I noticed that my friends were fascinated with the pieces because the jewels have their own personality and they are different and I decided to sell it and the rest is history.
Everyone talks about the brand DNA’s, but could you tell us how you built it?
S: I think creating DNA takes time, it is a long process, time lets you develop and get better. You need to try different things and identify what works better and learn about it and last but not least what do you feel connected with. The DNA is like the ingredients of a recipe that creates a harmonic mix of flavors.
Nowadays, I have a clear idea that the ingredients of my brand are passion about details, versatility and unique pieces.
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EXPLORE THE AUREA COLLECTION
Nowadays, What do you believe is the importance of craftsmanship?
S: Now more than ever craftsmanship has been recognized for its value in the eyes of the world that for a long time was hidden. Craftsmanship is being appreciated more and more, and is being followed in all its details. In artisan craft you can find the essence of everything, where each piece tells a story of different cultures. It is important to keep, highlight and give the value that deserves it.
As a consumer sometimes it is complicated to have all your closet with artisan pieces but it is important to support it. Also as a designer it is important to visibilize the hands behind a collection, the work that takes to create one piece. This increases the value of your work.
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What has been the most beautiful and difficult in creating your brand?
S: mmm let me see, I remember my gratifying moment for me, I think, it is when I see other women wearing my pieces, and they tell me that it brings confidence to them, that they get lots of compliments on them as well they become great conversation starters. That means everything to me.
I think that the most difficult moment is trying to stay focused on the brand without losing the DNA of the brand, one can easily stray from the main objective. You need the people to recognize your DNA not just in the product, but also in the images, packing, and points of sale. It’s hard to keep the whole brand together, it takes commitment.
.What is the process behind each collection?
S: when I am going to create a collection, my three pillars that inspired me for each collection are art, Latin-American women, and nature as I thread the story and develop the concept. The muse of inspiration of women who travel around the world but also want to let the world know her Latin American essence as a Latina everywhere she goes. Having the inspiration clear in my mind, first I collect photographs, textures and sounds that capture the essence of the inspiration by putting it on a mood board, and I bring out the color palette. Afterwards, I make several sketches and then I go through a selection process of finding what are the best designs to develop in my workshop.
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MOODBOARD
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SKETCHING PROCESS
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AUREA COLLECTION
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What is the part that you most enjoy in the process?
S: I am always thrilled with all the research I do, because of the new things that I discover and learn, and what is wonderful about it, is that I never know where it's going to take me. For example, in the Moriche collection I enjoyed reading about the Moriche palm which a metaphor comes to mind and creating a connection between the Moriche and the Latin woman thanks to their versatility and uniqueness. I love connecting the points.
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SHOP THE CHE CHE EARRINGS
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We notice that you won the contest, congratulations, tell us what knowledge did you acquire in LAFS?
S: ¡Wow! This was an enriching experience for me because it became a very important moment for the brand. It was wonderful to meet all kinds of important people gathered in one place, and how the audience was so receptive and open to our story and I noticed that it got worldwide interest in Latin American culture . I am so indebted to Samantha and Estefania, the founders and now I am in a mentorship that is helping me grow in the industry. Now I feel grateful for this outstanding experience and I learned that it is worth following your dreams.
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We know that you love all your jewels but tell us what are your three favorite pieces and why?
Movonda: This was the main piece for the Landscape collection. Its pattern let me abstract the landscape that I experienced during one of my sunset road-trips from Merida and Tovar in Venezuela, which merge the sunset, mountain and river. I have a vivid memory of that moment.
Definitely a special piece, that capture the essence of my brand “ I don’t just make jewelry, I create pieces that collect memories”
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SHOP THE MOVONDA EARRINGS
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Aurea: I love this piece because it has an organic silhouette that comes from the golden ratio proportion and at the same time shows how I go back to my metalsmith roots. All fusion in one piece.
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SHOP THE AUREA EARRINGS
Onna: These earrings are unique thanks to their asymmetry and uniqueness, and its inspiration comes from the river and the sand of the desert.
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