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Q&A: Yoster - Hila Amar

Can you tell us a little bit about yourself and where the desire to design came from?

Since I can remember I have always had the need for a change. I am  always curious about everything that I'm not familiar with; places I've never been, meeting new people and new cultures. In addition to that, I’ve also always noticed that interior design has a big influence on my mood. As a child, I didn't like my room, the ugly furniture made me sad. I was always asking my parents to redecorate. So all of that came together as I grew up and the idea that working in design would be a playground for me.

Dynamic and functional aesthetic is definitely the way I define design.

Why jewellery design? What are the inspirations behind your sculptural pieces?

As I mentioned before, I was always interested in interior design, but one day I went to a very basic workshop of a goldsmith. I felt so relaxed during my time there, it was eye-opening. That’s when I fell in love with jewellery design. I wanted to take it a step further and try it in a more professional way so I applied for a BA in jewellery design at Shenkar College (which is the best design school in Israel-Palestine and was accepted!)

My inspiration comes from where I came from; I grew up in the Negev desert - the shapes, textures and forms.

One of our favourite pieces is the She Necklace. What, in your opinion, is the definition of feminism? 

I prefer to avoid definitions, what feminism for me is different from another. But I think that, in this context, feminism these days is just 100% equal chance for both men and women. For the She Necklace, it came from the idea that the vagina is so hidden. For this piece it features the vagina at the  centre of multiple frames.

What is your creation process from beginning to end? 

It always changes. It either comes from a moodboard inspiration, an idea I have in mind, or just from playing with material. During the production,I always try to combine traditional craftsmanship and technological progress such as 3D printing and artisan techniques.

What’s your biggest achievement with the brand so far?

I think for now the biggest achievement since I launched Yoster 2.5 years ago is that I successfully sold my products all around the world. Being based in the middle east and working on different projects/collaborations with other artists and not to be close by geographically.. this is definitely a big achievement in my perspective.

Do you have a particular piece or collection you are most proud of?

Really hard question. I think my first ever piece made which is the Signet ring. It will be cherished.

What is the most valuable lesson you have learned since starting the label?

Patience and confidence :)

Have you ever experienced a ‘designers- block’? If so, how do you overcome it?   

Sure, I feel it now! I am currently in the process of designing my new collection and I feel very blocked. What I try to do is; just leave it and not push myself, and focus on everything else besides the designs and when I come back to it, I try a different approach.

What sets Yoster apart from other jewellery brands? 

I think Yoster has a very clear of aesthetic - elegant and contemporary yet organic. Our range of customers is very wide - unisex and ages of 20 - 70, because you can find something edgy as well as something very classic. 

Lastly, how do you want women to feel when wearing your jewellery?

The vision is to create sculptural jewellery that my customers can bond with, be empowered by, and one day passes along.

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