In the bustling world of fashion and design, where creativity intersects with functionality, NO.NA.ME, founded by engineer and interior designer Smruti Mathisekaran, stands out as a testament to ingenuity and meticulous craftsmanship. This brand defies conventions with its minimalist aesthetic and bold designs. From its humble beginnings to its commitment to sustainability, NO.NA.ME exemplifies a blend of technical expertise and artistic flair, offering unique pieces that resonate with empowered self-expression.
We talk to Mathisekaran about her artistic vision in the realm of contemporary jewellery.
HOW ENGINEERING AND INTERIOR DESIGN INSPIRED A JEWELLERY BRAND
When asked about the origins of her jewellery brand, NO.NA.ME, its founder reveals a surprising twist from her engineering and interior design background. ‘Actually, jewelry wasn’t the original plan,’ Mathisekaran explains. ‘After finishing my degrees in engineering and interior design, I was keen on launching a furniture and home accessory business.’ However, she encountered practical challenges such as storage, resource management, and marketing complexities.
‘That’s when the lightbulb moment hit. Jewellery is compact, something I could engineer, relatively inexpensive to produce, and easy to transport. It felt like a more manageable starting point.’ She quickly realized the versatility of jewellery as a dynamic platform with broader accessibility compared to furniture confined to specific spaces. What began as a pragmatic decision soon blossomed into a passionate endeavor. ‘My engineering background plays a crucial role. It helps me create pieces that are modular and can be taken apart, which is a big part of our brand identity.’ Drawing inspiration from architecture, she infuses clean lines and precise geometry into her designs rather than following fleeting fashion trends. ‘My background inspires me to push boundaries and use unconventional approaches to create truly unique pieces.’
DESIGN PROCESS: MELDING ENGINEERING PRECISION WITH ARTISTIC VISION
When discussing her design process, she highlights the importance of communication through her creations. ‘As an introvert, I often find it challenging to articulate my ideas verbally,’ she admits. ‘So, I let my designs do the talking.’ Clean lines and precise geometry form the cornerstone of her design language. The journey from initial sketches to paper mockups and finally to 3D printing allows her to gauge scale and fit accurately. ‘Developing a collection is a meticulous six-month journey. It involves conceptualization, rigorous testing, prototyping, and refining production methods to ensure each piece meets our standards of craftsmanship and innovation.’
EMOTIONS AND ASPIRATIONS
Asked about the emotions she wishes to evoke through her jewellery, she is unequivocal. ‘I want people to feel empowered and confident,’ she states. ‘When someone wears our jewellery, I hope they feel bold enough to embrace their authentic selves.’
MINIMAL YET BOLD
Reflecting on the distinctive minimalism and boldness of her brand, she explains her design philosophy. ‘Minimalism for us means stripping away unnecessary ornamentation,’ she clarifies. ‘Every element serves a purpose.’ The boldness emerges from unconventional shapes and larger-than-life scale, aiming to make a statement without complexity.
SUSTAINABILITY AS A GUIDING PRINCIPLE
Sustainability forms a core value for NO.NA.ME, despite challenges in building their supply chain. ‘We focus on what we can control: the design,’ she asserts. ‘Our modular pieces are designed for disassembly, using single materials that facilitate recycling.’ Emphasizing the DIY aspect, she encourages customers to engage creatively and prolong the lifespan of their jewellery. ‘In addition, our minimalist, geometric designs prioritize efficient material use, minimizing waste from the outset.’ These initiatives underscore NO.NA.ME’s commitment to integrating sustainability into every facet of their design philosophy.
Words Paridhi Badgotri
Date 09.10.2024