Irregular perfections: naturally inspired jewellery by Daimblond
Elena Gueno, 37, from Moscow has settled in Normandy, France. Making the most of her BA in graphic art and design, she started making rings for friends, and it quickly developed into a budding jewellery career. Her initial designs were all resin-based, but she has expanded into working with other natural materials that give her work a unique edge.
When was the brand created, and what was the inspiration behind it?
Elena: It was spontaneous and while creating my shop, I didn’t think about any brand. It was just the name of my favourite perfume that came in my mind. And I’m too lazy to change the name.
You do a lot of work with resin (which I adore!). How did you get into this intriguing field of jewellery making?
Thanks to my friend who loves rings, I had to find new materials to express new incoming ideas. The resin sucks you down and you can’t stop.
You also use some rather unique materials such as argentium, lava rock, pyrite, etc. Why have you chosen to create with slightly out-of-the-ordinary materials?
I like the irregular character of these natural materials, and argentium sterling silver doesn’t tarnish which I appreciate a lot, as I find this is perfect for modern minimalist jewellery.
The Splattered stud earrings are beautiful. Can you tell me more about them?
This was just an idea to refine such a common material, such as polymer clay, with a small touch of gold.
What is your favourite era for design and why?
I love the age of the beginning of the industrial design, the era of art nouveau and art deco. I’m fascinated by Bauhaus school and its influence on modern design.
What has been the highlight of your career so far?
Moving to France seven years ago. This helped me to find out what I really wanted to do in my life.
Who would you most like to collaborate with?
Karl Lagerfeld (laughs). It seems he has a very tough character.
What is your favourite sort of thing to design? Why?
Rings. I have made a tonne of them. A few years ago I started making rings for my friend and still cannot stop.
Would you say your work is directed at a particular trend or group of people?
I think it is more dedicated to people who love simple lines of minimalist style and casual wear.
What is your favourite thing about your job. Are there any negatives?
I must be present online in my Etsy shop almost 24 hours a day. Sometimes it stresses me out. But I find this idea absolutely incredible that somewhere in another end of the globe, people wear my creations.
How do you feel fashion/jewellery can affect an individual’s image and/or self-esteem?
First impressions and esteem about a person often comes from their apparel. I believe wearing beautiful pieces can have a positive, therapeutic effect.
How would you describe your personality, and is this reflected in your work?
Yes, I’d say these are my favourite things to wear. I like a simple and neat style. “Less is more,” that’s what I like to say.
Have you ever produced bespoke items for Etsy customers?
Of course. Sometimes I do this, but to be honest I don’t really like it.
How do you feel Etsy has helped your business?
It’s a fantastic way to buy and sell what you like. I can’t even imagine where I would be without Etsy.
Please tell me about the creative process that went into your current collection. What techniques were use
It’s not so easy to tell about the process, as each time I start making jewellery it lasts for a few hours. My resin jewellery needs a few days to cure. Afterwards, I need to take attractive photos of my jewellery to put in my online shop.
What is your advice for others wanting to go down the home business retail path?
Do what you love to do, and don’t try to copy someone else; just be yourself. Don’t try to sell something that you don’t like to create. The creative process must be a pleasure, first of all.
And finally, what is your one fashion vice?
I’m a perfume addict. I like to change my fragrance when I need to change my mood.
To check out her gorgeous collections, visit her Etsy shop Daimblond here.