With a background in Conservation of Fine & Decorative Arts and Gemology, Eleana Filadelfeos has worked both in the wholesale and retail jewelry business, before opening her namesake shop in Arnhem, Netherlands, in November 2014. Filadelfeos is the creative outcome of years of experience and Eleana’s life-long passion for fine arts and jewelry, which aspires to introduce primarily emerging Greek designers to the Dutch market. From jewelry and fashion garments to small decorative objects, all products available in her shop are crafted by the designers themselves or produced by local manufacturers. We caught up with Eleana to discuss opening a physical store in an age when ecommerce is dominating and the importance of supporting young talent.
How did you jump from art to gemmology?
I come from a family with a long history in science, archaeology, arts and culture. As a teenager I balanced between all these fields; I followed studies in French, chemistry, geography and geology in Lausanne before switching to other hybrid studies instead: conservation and restoration of artwork and antiquities, gemology and diamond grading. I found out that the link between art analysis, aesthetics, craftsmanship, microscopic observation and the science and technology involved fascinated me. A valuable insight of the luxury market was a pleasant outgrowth! To finish off my quest-collection of hybrid studies, I followed a Fine & Decorative Arts course at Christie’s in London.
Is Arnhem a fashion capital? What are the perks and the challenges of having your company based there?
The creative industry in Arnhem incorporates fashion, product and graphic design, architecture, multimedia and ICT as well as performing arts. The ArtEZ School of Arts and the municipality play a big role in projecting this image and at the same time set high standards in these fields. It is challenging, fascinating and very, very gratifying to be part of this effort. The Arnhemmers, and the Dutch people in general, have a trained eye in art and design and are not easily impressed. They are rather indifferent to branded goods, premium and overpriced products but recognize and respond to quality. This yields honest, objective and critical interpretations. A designer who sells in Arnhem is, without a doubt, a good designer.
How has your background in art helped you in this project?
Although I have worked in museums, exhibitions, excavations, galleries and in the diamond jewelry business before, Filadelfeos is more of a shop, open and accessible to everyone rather than a gallery. I believe art is for everyone and, in that sense, I could not have chosen a better place than Holland! My vocational background in art helped me more in curating. The business part came through observation, research and experience.
Why would Dutch people be interested in Greek fashion?
I don’t think that the Dutch have a particular preference in Greek fashion over other nationalities. Most people who step into my shop for the first time don’t even know of the Greek products I offer until they come in! Then, they come back. Some have been to Greece on vacation, others have lived there and want to share their memories. They show me the jewelry they’ve bought years ago on an island or ask for advice for the best Greek restaurant in the neighbourhood. They appreciate the excellent craftsmanship, the rich culture and the instinctive use of color and shapes. It is my intention and goal to present the best Greek and international artists and designers I can find.
You store is available to young artists and designers for renting and showcasing their work. Why is seeing the physical product still important in the digital age?
Happiness is about living experiences, not buying things. But for some people (including myself!) buying something beautiful can actually make you more happy! Maybe not so much when buying a washing machine or new car tyres, but certainly when buying a present for a loved one or a beautiful ring for yourself. When it’s not about performance but about feeling, you want to touch the product and see what it does to you. The picturesque Arnhem city centre, the smell of coffee and the fresh flowers from the market, the fun atmosphere shared with clients on a Saturday morning in the shop and all the effort and time put in some of the collections displayed cannot be recreated in digital form! No good story ever started with “I was sitting in my pajamas browsing the net for a necklace when…!”
Why do you think there is a tendency towards young talent right now?
Investing in young talent is investing in the future. Humans like to look forward, to advance and to invent. By giving more young people opportunities and by presenting them with a less discriminative educational system, I believe we can attain that. Schools are becoming more and more experimental and innovative, intriguing students to explore their own possibilities and trace their own way instead of limiting them to a strict formal training. Techniques and knowledge are not the destination but a means to an end: a tool for creative new ideas.
Through your store, you also offer a range of other services. Tell us a few words about this decision.
Through Filadelfeos Fine & Decorative Arts, I have managed to combine everything I love to do. I offer gemstone and jewelry appraisals and repairs, art conservation and advice on storage and display of works of art, jewelry and mosaic making and other art-related workshops and talks. I also love a vibrant social life, so we throw mini-parties and events whenever we get the chance! We also collaborate with other people and businesses who share similar goals. For example, we now have an extended collaboration with CLE, who offers Dutch language courses in the shop and with Made By, Creative Label who helps young Greek designers make an opening in the Dutch market. We also have an enduring teaming with Morning Tales, Coco-Mat and Eigen! Arnhem.
Would you take part of your business online, perhaps starting an ecommerce?
An ecommerce is already in plans for next year in an attempt to offer certain products from the Filadelfeos shop to customers online.
What do you look for in a designer/artist to feature in your store/gallery?
I look for designers who create handmade artwork, small (local) companies and people who are looking forward to an honest and open synergism. I seek artists who choose for ethical resources and who distance themselves from forced or low-pay labor and are happy to provide the market with adequately priced products of higher quality. Aesthetically speaking, the work has to reflect the artist’s ideals – or as I like to say, every item has a story to tell, but it doesn’t have to be conceptual. I try not to let my personal taste interfere too much on my choice of designers, but rather go for quality of materials and making. Taste is irrelevant, quality is.
What is next for your project?
My next short-term project is to provide a wider service range and more possibilities for designers and artists by digitalizing certain procedures and offering service “packages” with a more clear and ethical mission of sales and promotion. I’m also always on the lookout for like-minded people and businesses to join forces with. Establishing stable, long-term trust in my profession in the Netherlands is always on the top of my list.
My biggest project in life? To learn new things, do what I love, face new challenges, meet new people, be tolerant and patient and have lots of fun in the meanwhile!
www.filadelfeos.eu
Images © Eleana Filadelfeos, Living Postcards and New Diaspora
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